Generating support for a substantial apartment development in a suburb not familiar to high density living is one thing. But to be truly successful, it takes a genuine commmitment to understanding people and place.
For home owners in suburbs like Pascoe Vale, Melbourne, apartment developments are often viewed as ‘foreign’ and somewhat of a threat to tranquil suburban living. What can add another complexity on top of an already challenging situation, is to position the project so that the locals themselves are a key target market.
Our strategy? With a local architect, local developer and local target audience, we should embrace it wholeheartedly – and so the ‘home grown’ idea was born.
Through listening and learning, we aimed to gain a real understanding as to what it means to live in Pascoe Vale. Pride —in a word — was key. Whether it be pride of place, proud people or personalities, we celebrated what makes the suburb such a great place to live. Few competing apartment developments within the area provided the ability to ‘own’ the suburb name and further connect with the local community.
With 100% of the 144 apartments selling out a full 15 months sooner than anticipated, it was an extraordinary result for a large development in a tightly-knit suburban setting.
While The Pasco has been a genuine ‘home grown’ success story for our clients, so too has it been a success on an international scale.
This modest suburban development swept the pool at the recent International Property Awards (Asia Pacific) held in Kuala Lumpur in April 2016. Winning the much coveted 5 Star Award for Best Property Consultancy Marketing Australia, it is both a proud achievement and gratifying recognition for the Assembly team.
Alongside this success, it also won an additional two developer categories — the only project to win across three categories in the Asia Pacific region. Next stop the World's Best Awards.
By focusing on the landscaped gardens, abundant open spaces and communal areas within the development, the traditional notion of high density living could be turned on its head.
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