When REM were approached by The Blackstone Group, we were excited to get involved in creating a premium real estate marketing plan for such a major development in the Cork city real estate market.
The Elysian, a 17-storey residential and commercial building, was completed in 2008 just as the economic crisis hit Ireland. As a result, just over 70 of the 211 residential units were lived in. Research showed that there was confusion amongst the public as to what was happening with the Elysian. It wasn’t clearly understood that the units were being prepared for the private rental market nor was it clear where anyone interested in renting one of the units should go to enquire or register their interest.
There was also negative commentary locally in relation to the building with one of the most common nicknames used “The Idle Tower”.
REM was employed by The Blackstone Group to develop a full communications strategy for The Elysian. Our team began implementing a premium real estate marketing strategy to create new messaging that embraced the positive qualities and uniqueness of the Elysian. The creative concept, ‘City Living Redefined’, positioned The Elysian in stark contrast to other developments in Cork. Standing in the heart of Cork with an unmatched vista overlooking the city, no other apartment complex in the area offered access to beautifully landscaped gardens or a concierge service, among a myriad of other amenities.
Our creative message along with a clear ‘Now Letting’ call-to-action was implemented across a variety of platforms including a newly built website www.theelysian.ie, walkthrough-video footage of the luxurious apartments, and window fenestrations surrounding the complex.
The campaign was a huge success, attracting the desired target audience of young professionals. Now, the development is fully let for the first time since construction.
No matter what stage your building is in, a well-executed property development includes exceptional strategy from the beginning.
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