CALA wanted a visually engaging way to sell their refurbishment of the former Boroughmuir High School in Edinburgh. They needed to reach as many local and international potential buyers as possible by marketing this investment opportunity online. See the results we’d achieved on previous developments they had sold off-plan, they recognised the value of digitally showcasing the development location, while the site was still under construction. They knew a website and brochure alone would fall short of generating the levels of interest required to secure early phase sales.
We wanted to provide them with an inspiring and content-rich buyer journey that would resonate with CALA’s target audience. The systems on the journey needed to visually engage and inform buyers across many different aspects. Visitors had to be able to navigate easily across the development, understand the availability, layouts and special features inside the varied apartment types. The unique location and Edinburgh lifestyle also had to be communicated as key selling points.
The system would first be used by the sales agents at an overseas launch event. It would then be used on CALA’s website by the sales and marketing team in the sales suite working online.
We built a content-rich, interactive home buyer journey designed to immerse and provide buyers with all the information they would need without visiting on site. Incorporating several of the systems from across our digital sales platform, the Boroughmuir online journey was centred around our Home Selector™. This enabled buyers to filter across their own search criteria, explore the building in full before visiting each of individual apartments for sale. They could familiarise themselves with interior layouts and specification using our Virtual Show Home™ experience. They could even enjoy virtual window views across the city.
Starting their journey using our Interactive Map™, buyers could understand the local area surrounding Boroughmuir and range of local amenities available.
We created an inspirational Development Video™ as part of CALA’s teaser marketing campaign after 3D modelling the building in detail. The marketing video incorporated a number of different mediums including, drone photography, film footage and extensive sequences of detailed animation showing the building exterior and interiors.
We built Virtual Show Homes™ so visitors could go inside several of the different apartment types. This helped them to understand the interior layouts and split levels with this historic building. With local buyers and overseas investors eager to view the inside of the apartments, we recommended they make full use of the Virtual Show Homes™ function available 24/7 while sales suites were closed.
The Home Selector ™ was populated with an image gallery of CG content showing apartment layouts and interiors using 2D, 2.5D and 3D floorplans. This included more details on interior specification and finishes.