Wollert Rise was scheduled to launch in the first quarter of 2020. Everything was in place for a big family fun day, the grand opening of the Welcome Centre and the release of the first lots of land. But then, COVID. With restrictions put in place almost immediately, Wollert Rise was no longer able to throw its planned launch event, which risked delaying sales and putting the project on hold indefinitely.
However, that was never an option entertained at Town Square. Instead, we developed and designed a 100% interactive online launch. Prospective buyers were invited to attend the online event through digital display, socials, and direct channels. On the day a countdown built a groundswell of excitement. And the launch was cast to hundreds of RSVPs who watched a purpose produced video that introduced the community, the new sale centre and the first land to be released on the day. All while a live Q&A was facilitated on the site throughout the event.
While Melbournians were in lockdown, with no ability to go and see the product, the site of their future dream home, we sold out all of the released land at launch, quickly becoming the fastest selling community in the corridor. This also kicked-off an intensive online marketing program that had buyers lining up (virtually) for land before it was even released—breaking sales records any sales agent would be proud of during normal times, let alone during some of the strictest lockdown laws in the world.
Town Square in partnership with developer Dahua Group for Wollert Rise have since been shortlisted for the 2020 Urban Development Institute of Australia (UDIA) Award for Marketing Excellence.