Innovative Marketing Strategies Lead to Successful Sale of ‘Clarke House’

Property Address: Clarke House, 101 Clarke Street, South Melbourne VIC 3205

Sale price: $6,560,000

Property type: Office

Occupancy: Vacant Possession

Vendor: Undisclosed private investor

Purchaser: Owner occupier

Campaign method: Public Auction Campaign

INTRODUCTION

After years of unsuccessful attempts to sell 101-105 Clarke St, South Melbourne, the vendor turned to Jones Real Estate for a fresh approach. This office property, now known as ‘Clarke House‘, had lingered on the market due to various challenges. However, through strategic rebranding and targeted marketing, we were able to secure a successful sale.

CHALLENGE

The challenge was to reinvigorate interest in a property that the market had seemingly overlooked. It had been previously listed through two other agencies across a period of more than 300 days.

STRATEGY

Our team embarked on a creative marketing strategy to differentiate Clarke House from its previous listings:

Rebranding: We emphasised the prestigious nature of the street number “101,” a figure often associated with premium buildings in Melbourne.

Naming: By naming the property “Clarke House,” we aimed to renew interest among potential buyers who were already familiar with the address but had not been compelled to act on previous campaigns.

Photography: We opted for dusk photography with the lights on to highlight its appeal against the city backdrop, especially showcasing its CBD fringe location.

Digital Marketing: We ran a targeted social media campaign to maximise visibility among active buyers. This approach generated an impressive 40,000 views across our social channels.

RESULT

Just 24 hours before the scheduled public auction we secured an offer from an owner-occupier based in Italy at the time. They promptly submitted an unconditional bid, meeting the vendor’s terms, resulting in a swift and successful sale at $6,560,000. Notably, the buyer hadn’t physically visited the property. They relied on a virtual video tour and sent their chief financial officer for an in-person inspection, finalising the deal just 24 hours before the building was set to go under the hammer.

“The property was on the market for 38 days and we received 49 qualified enquiries during the campaign period, with much of these coming from social and digital media channels,” Paul Jones, Managing Director, Jones Real Estate.

We extend a special thanks to our vendor, for entrusting the sale appointment with Jones Real Estate.