OMB, Off Market Brokerage Request a private briefing

Engagements

Priced against the inventory, not against the hours.

A campaign is not a cost line to be compared with other campaigns. It is a proportion of the value of the stock it is carrying. On a residence worth eight figures, the difference between an adequate presentation and an exceptional one is worth more than the entire fee.

So the ladder below is expressed the way a developer already thinks about it. Note what happens as the inventory grows: the proportion falls. The larger the stock, the smaller the share it takes to carry it properly.

The ladder

  1. 01

    Premium Inventory Audit

    “We have premium stock sitting and we are not sure why.”

    We examine the current website, listings, renders, photography, video, drone, floorplans, the enquiry experience, agent follow-up assets, the buyer journey, social, construction progress and competitor presentation. Then we visit the site, interview the project marketer, walk the apartments and fly the development.

    The Premium Inventory Sales Experience Plan.

    Inventory
    A project with meaningful unsold premium inventory
    Duration
    Two to three weeks
    Engagement
    A fixed fee, credited in full

    The audit fee is credited in full against a Residence, Collection or Programme engagement commencing within sixty days. It is designed so nobody has to go from stranger to programme in one decision.

  2. 02

    Residence

    “One exceptional residence needs to sell.”

    Strategy, cinematic production, the actual view captured from the residence elevation and orientation, a digital residence experience on its own address, a sales toolkit built for the way agents actually send things, and measurement.

    One residence turned into a product a buyer can experience before they inspect it.

    Inventory
    A single penthouse, sub-penthouse, full-floor or display residence
    Duration
    Six to ten weeks
    Engagement
    Around two thirds of one per cent of the residence value

  3. 03

    Collection

    “We have our best residences left to sell.”

    Everything in Residence, plus a collection identity beneath the master brand, an individual experience for each residence inside one premium environment, an interactive residence selector, story films, and the first Sales Room layer.

    The premium end of the building sold as its own product, not as remaining apartment inventory.

    Inventory
    The premium tier of a project: penthouse, sub-penthouses, full-floor residences
    Duration
    Eight to fourteen weeks
    Engagement
    Around a third of one per cent of the premium inventory

  4. 04

    Development Programme

    “We are building for three years and need buyers to keep believing.”

    Story, then Build, then Sell, then Completion. Construction becomes the campaign: as the building rises, computer imagery is progressively replaced by what is actually there. Includes the Milestone Register.

    A delivery confidence programme that runs from approval to handover.

    Inventory
    A full development through construction
    Duration
    Twelve to eighteen months
    Engagement
    Around a quarter to a third of one per cent of project value

  5. 05

    Signature

    “This development is the one we will be remembered for.”

    An embedded visual experience team, including overseas buyer versions, private buyer rooms, quarterly campaign refresh and a developer asset library.

    Responsibility for how the development is visually experienced, from launch until the final premium residence is sold.

    Inventory
    A flagship: few residences, high value, long sales horizon, international buyers
    Duration
    Eighteen to thirty-six months
    Engagement
    Well under a quarter of one per cent of project value

Figures are set against the specific inventory in a proposal, because the same proportion of very different stock is a very different number. Continuity engagements after delivery are quoted monthly.

Before any of it

Work out what the delay is already costing.

Before discussing a campaign, it is worth knowing what six more months of carry on unsold premium stock actually costs. Frequently it is a larger number than anything on this page.

Open the cost of carry model Request a private briefing