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122 Roseneath St.

By

  • Local Peoples
  • Assemble
  • Assemble Papers

Description

By adapting the principles of human-centered design, we created a framework for marketing off-the-plan apartments that resulted in 80% of contracts ($42M) signed on within the first 12 hours of launch.

Beyond ensuring the complete sale of the development and financial sustainability, the aim was to also entice and build new markets amongst consumers who would not have previously considered purchasing off-the-plan. We succeeded in changing the way people think about small footprint living by involving purchasers in consultation, collaboration and curated events.

The dialogue was two-streamed and mutually beneficial, with local communities becoming advocates for the project.

Key Features

1

The discovery stage included:
a). We spent 5 years prior to launching the campaign building a community through Assemble Papers exploring the culture of living closer together and what makes a great community.
b). We then devised the Assemble Papers Small Footprint Living Survey as a tool to help us understand what makes great apartment living .
c). Through the Brutalist Block Party, a month-long program of events curated by us and Assemble Papers.
d). Engaging in a process of consultation and collaboration with local residents and councils to ensure the town planning proposals were sensitive to resident and council objectives.

2

Interpretation:
Trust, equality and building genuine relationships were the forefront of our audience engagement strategy. Our process of registration rewarded those who registered first, and vetted those with an interest in our values. All interested parties needed to register and homes were offered in order of registration. To keep their position in the queue; buyers needed to complete an initial survey, attend two design presentations and complete two surveys. This gave us a huge depth of data which informed our evolving architectural design and key management decisions, such as where savings could be made without impacting what purchasers value most.

3

Ideation:
Assemble Architects engaged in a process of consultation and collaboration with local residents and councils to ensure the town planning proposals were sensitive to nearby residents and aligned with council objectives. The architecture team worked tirelessly to develop homes that were sensitive to their surroundings, positively contributed to the neighbourhood, and were tailored to purchaser preferences. Local Peoples participated in design presentations to help define architectural requirements reflecting the needs and aspirations of future residents, a process that allowed revision of campaign structure and messaging in line with feedback.

4

Iteration:
All interested parties were invited to a series of design presentations where the architecture team could share their ideas and get feedback from potential buyers as well as the local community members. This was all integral to building a relationship of trust and respect with our audience, and allowed us to refresh our communication strategy accordingly. We ran two rounds of design presentations over the course of six months (December 2015 to June 2016). Each round consisted of 7-8 sessions with 40-80 attendees in each. The design presentations were held in our architecturally designed pavilion space at 122 Roseneath St.

5

Impact:
Decreased risk for developers – through our like-minded Assemble Papers audience our data and insights gave the development team comfort in the initial sketch design for feasibility.
Lower costs to market – the process of engagement and an existing audience lead to an approximate 50% saving ($900k) in marketing and sales, helping to boost equity returns significantly.
Faster sales – 53 sales ($42 million) within 12 hours of being on-market, ensured financial close to lock in construction funding. In a softening market this is an unheard of result for a project sold to local owner occupiers.

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