A developer company, a construction company, and an architectural firm collaborated on the construction of a real estate project. The project was marketed in partnership with "Ambassador Israel", a veteran company in the field. The complex was launched during a time when there were many other developers in the city. The goal was to create a residential complex that would fulfill the dream of living by the sea. The challenge was to sell at higher prices than the competition, while the project was built in three phases.
The project was brought to the table after the skeleton of building 1, which included several pre-sold apartments. The directive was to conduct an in-depth study and recommend ways to increase the sales pace and project prices. After the study, it was decided to make changes to the skeleton of building 1. In addition, a permit was obtained for building 2, which included changes to the interior, façade, and building placement angle. A new permit was also obtained for building 3, which included additional floors, changes to the program and design, and a pricing increase of about 25% compared to the previous buildings.
The project was brought to the table after the skeleton of building 1, which included several pre-sold apartments. The directive was to conduct an in-depth study and recommend ways to increase the sales pace and project prices. After the study, it was decided to make changes to the skeleton of building 1. In addition, a permit was obtained for building 2, which included changes to the interior, façade, and building placement angle. A new permit was also obtained for building 3, which included additional floors, changes to the program and design, and a pricing increase of about 25% compared to the previous buildings.
As a luxury project, it was important to create a purchasing experience that gave the customer a feeling that the project was not suitable for everyone. Customers were enveloped in a very high level of service, but alongside a product and process that were not flexible. The target audience connected clearly to the project, and it quickly became clear that there would be a network of sales and friends who would live alongside them.
We tailored the marketing of the project to an aristocratic target audience, from the first meeting with the brand to the full purchasing experience. The brand conveyed an elegant luxury that was not flashy, allowing people to fulfill their dreams without feeling out of their element.
The project was divided into three luxury towers. We were part of the team that carried out the planning changes - in Tower 1: construction stage, opening window keys, and upgrading specifications. In Tower 2: permit correction stage, changing the building's position, opening a sea view angle, and upgrading interior design. Tower 3: permit stage, program, complex, finishes, and upgraded product. The project was intended for various segments but with similar "taste" characteristics.
