THE BRAND
Wavescapes is a brand new property development on the Main Road Muizenberg Cape Town that offers owners spectacular views of False Bay.
Muizenberg is on the warm Indian Ocean side of the Cape Peninsula and is the surfing and swimming hub of the Cape, particularly for learner surfers, and sports several surf equipment hire shops and surf schools.
THE STRATEGY
The strategy was firstly, to use the local interest in the replacement of a local eyesore and ten year old monstrosity and unfortunately well known blot on the landscape through social media and a local sales office.
Secondly, to use social media advertising as well as online property advertising and print press releases to draw potential buyers to the bespoke, off-plan sales website.
The apartments would be positioned as a unique, never-to-be-repeated property opportunity in Muizenberg, perfect position and unprecedented views. It was also positioned as a valuable investment (managed rental pool was offered) and a wonderful home for water sports enthusiasts.
THE WORK
Shown here are selected spreads from a high quality brochure which was distributed at the sales office and launch event.
See the website at: wavescapes.co.za
THE RESULTS
The results were record-breaking. Wavescapes sold 90% of the 70 apartments in less than two months, at which stage the client suspended advertising as their target had been reached to start demolition and construction.
A few months later the remaining seven apartments were made available and six sold in a week. At present, only one apartment remains unsold.
Most apartments were sold to local Capetonians with a few sales to upcountry and overseas buyers.
Social media was an unprecedented success. Thousands joined the conversation on several local and Cape Town Facebook pages, as well as a Wavescapes page. WhatsApp groups also contributed to the conversation.
