Robinsons Rise – The 20 Minute Neighbourhood
Robinsons Rise: Achieving Rapid Sales Success with Strategic Marketing in Melbourne’s Growth Corridor
Ex Animo delivered a highly effective marketing strategy for Robinsons Rise, a new property development in Melbourne’s West growth corridor. Tasked with establishing brand awareness and driving sales for over 300 lots in an unfamiliar suburb, Ex Animo developed a compelling place brand and executed a comprehensive marketing plan. Key elements included a user-friendly website, engaging video content, and targeted social media campaigns.
The results were exceptional: all lots in Stages 1-4 sold out pre-release, and the animated video content became a vital selling tool, driving ongoing interest and sales as new stages were released. Ex Animo’s strategic approach successfully positioned Robinsons Rise as a desirable 20-minute neighbourhood, ensuring continued growth and a strong market presence in Melbourne’s competitive real estate market.
Robinsons Rise is a new property development in Melbourne’s West growth corridor, situated 38 kilometres from the CBD in Cobblebank. With over 300 lots planned, the Miravor Property Group sought to create a vibrant community that would attract investors and homeowners alike. Ex Animo was engaged in developing and executing a comprehensive marketing strategy to support this ambitious project.
Robinsons Rise
Challenges
- New development in an unfamiliar suburb
- Competing against established players in the area
- Need to create brand awareness and drive sales without a display suite
Objectives
- Develop a place brand relevant to the area
- Drive sales for over 300 lots through a comprehensive marketing strategy
- Create a user-friendly website to support the development
- Manage all communications, including outdoor signage, social media, and digital marketing
Approach
Ex Animo applied its robust marketing framework, starting with a deep discovery phase to understand the project’s unique value and market potential. We conducted a competitor analysis and crafted a brand strategy highlighting Robinsons Rise as a desirable 20-minute neighbourhood, emphasizing its proximity to key amenities and the Melbourne CBD.
The team developed all creative assets, including the website, digital platforms, social media content, and marketing materials. We also produced engaging video content, including drone footage and animations, to showcase the development’s features and attract potential buyers.
Results
The marketing strategy executed by Ex Animo delivered outstanding results:
- STAGES 1-4 Sold Out Pre-Release: The targeted marketing efforts led to the complete sell-out of the first four stages before the official release.
- High Engagement with Video Content: The animated video and other visual assets were highly effective, resonating with potential buyers and becoming a key selling tool for the development.
- Ongoing Sales Success: Month-over-month growth in sales continued as each new stage was released, with increasing interest from both new residents and potential JV partners.
