A clear strategy that delivered record sales for Kronstad X housing project

We developed a full communication concept, from idea to execution, for the new housing project Kronstad X.

Work: Concept, profile, strategy, website, materials, digital marketing

The sale of the Kronstad X housing project broke all records. Together with Backer Bolig and Eiendomsmegler 1 SR-Eiendom, we designed a clear communication and a deliberate performance strategy that went straight home.

Mockup showing the website for the new housing project Kronstad X

Mockup showing the landing page of the Kronstad X housing project on tablet and mobile

Background information

We started by holding joint working meetings to map out goals and creative solutions for the project. Due to its location, Kronstad X is a housing project suitable for several age groups. The housing project needed to feel genuine and unpretentious, while at the same time capturing the feeling of what it would be like to live in Kronstad X.

We adapted the creative expression so that we could target both the older and the younger target groups. By tailoring material in this way, we had a unique opportunity to further optimize the digital marketing throughout the autumn.

Graphical elements

A residential project's prospectus is not just a legal document with sales drawings and delivery descriptions. It is also a communication of the brand's perceived emotional values and strategic position! As a printed and downloadable file, it has a lifespan far beyond the period when the apartments are on sale.

The logo and graphic elements should highlight the main selling points of Kronstad X. We wanted to emphasize the intersection - the central location provided by the light rail, and the four directions the light rail takes us in. The use of modern colors and large, clean surfaces is reminiscent of modern Scandinavian design and is intended to appeal especially to a younger target group.

We created our own template for the home selector. It was designed according to the "mobile first principle" and emphasis was placed on user-friendliness. Because of this, it was stripped of all unnecessary information, which has resulted in a modern and robust home selector that seamlessly becomes part of your profile and website.

Mockup showing the prospectus for the Kronstad X housing project

Social media

In Kronstad X, some of the apartments are adapted for first-time buyers. Because of this, we wanted to use social media as part of our communication, in addition to normal programmatic advertising. Those of us working on the project took photos of the surrounding area. We were able to use these both in the prospectus and in social media. The result was a genuine representation of the housing project that was in line with the customer's wishes and our vision.

Performance

The value of a good performance strategy can never be underestimated in a housing project. We started early by building a stakeholder list for the project. Everyone who visited the website received a clear call to action: Register your interest! In return, we promised to keep all stakeholders updated before anyone else. Stakeholders would also receive an invitation to a pre-sale before the ordinary start. Such a stakeholder list is invaluable for further dialog. As the municipal procedure dragged on, we were able to update stakeholders and keep interest high by constantly sharing new interior 3D and providing updated information about the start of sales. In the weeks leading up to the start of the sale, we provided good information about the actual sales process and shared questions and answers on the website. The countdown started!

The result

When the pre-sale started, we got to see the results. It really took off! Within a few minutes, over 140 purchase confirmations (purchase offers) poured in. With 50 apartments in the building, the apartments were allocated on a first-come, first-served basis.