UDIA Awards – Commendation for Caddens Hill
Legacy Property are to be highly commended on a very targeted and well thought out marketing campaign for their Caddens Hill Project.
From the outset of the campaign the marketing team understood their brief, identified their target market and were able to adapt their campaign to the market trends and demands.
It was very clear to the judges that they hit their brief on the Market acceptance and ongoing consumer support, with the sell out of key phases and the high number of existing buyers recommending friends and family to buy.
The creation of a bold brand that clearly stood out in the market, a strong and effective PR campaign and the way they adapted the marketing to draw in the buyers in at each stage were impressive.
Developer: Legacy Property
Creative Agency: Delivery
The marketing for Caddens Hill commenced in mid 2016 with the launch occurring in October 2016. A successful campaign was delivered which resulted in over 1000 new leads being generated for the first release many of which were first home buyers. This buyer group became the focus for much of the product, price and promotion offerings that were put to the market as well as the core of our PR strategy.
Caddens Hill is a 540-lot new community which includes a range of single and double storey homes on lots ranging from 290 to 635sqm. There will be a central park on the top of the hill offering views to the Blue Mountains as well as playground facilities, walking tracks, neighbouring sporting fields and open space.
The Caddens Hill brand was developed to appeal to the important target market of first home buyers as well as investors and upgraders. The broader region of Penrith and the convenience of the surrounding facilities was promoted across all the marketing channels as there was a significant number of potential customers identified from the north west as well as the Parramatta area.
A well targeted PR strategy has also led to significant media coverage in both local and metro publications as well as radio and TV, driving new interest in the development.