Falls Creek Snow Sale
December 04, 2011
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Additional Information
- Contact Agent - Chris Heydon
80 leasehold properties across 4 complexes made up of 77 residential units and 3 retail premises in Falls Creek were sold at a Helmsman Auction at Crown Casino on 28 August 2011, The properties ranged from 11.5m² hotel rooms to 117m² Three Bedroom Units. The vendor, Zacamoco, was the developer of the four complexes comprising 80 properties.
The 4 complexes had not recorded any sales in the previous 12 months and Falls Creek had a total of 18 unit sales in the same period. Extensive high visibility marketing was undertaken to generate maximum awareness including significant print marketing, international digital marketing, 140,000 post-cards to high net worth suburbs around Australia, advertising in Ski Shops and telemarketing 5000 contacts including existing owners of Ski Field Units in Australia and New Zealand.
On the day of the Helmsman Auction, 350 people were in attendance, 147 people registered to bid. 1,183 bids were received and each property had on average 6.1 different bidders placing bids and 15 bids per lot. The residential apartments sold with an average yield of 4.44%, with sale prices ranging from $30,000 to $410,000 (apartments ranging in size from approximately 11.5m² to 117m²)
As Falls Creek is an Alpine location in the heart of Victoria, the marketing pointed enquirers to a custom website. The website contained overview videos, contracts, financial information and virtual inspections for every one of the 80 properties. Approximately 20,000 unique parties from 55 countries visited and 1,096 registered on the website.
To drive traffic to the website, extensive digital marketing and Search Engine Optimisation was undertaken. This resulted in over 16 million impressions (people seeing the digital adverts) and 13,850 click throughs from digital advertising, 3,134 click throughs from search engines and in total 23,154 website visits.
In addition to the digital marketing, the print media, post cards, snow globes, pull up banners, Ray White eMarketing and flyers all referenced the website. There were several times where increased website views coincided with press advertising or Ray White eMarketing.
During the Falls Creek Campaign the Ray White Commercial database of email addresses of vendors, buyers, recent enquirers and tenants sat at approximately 810,000. Ray White eMarketing to this database generated 121 enquiries and buyers of 11% of the stock.
