Lume ResidencesReal Estate· 2024
How we sold a building that didn't exist yet.
No show-home, no story, slow sales. We built desire before square footage, and closed phase one in nine weeks.
The Challenge
Where attention was leaking.
Off-plan property asks people to buy a feeling. The developer had renders and a spreadsheet, neither of which makes anyone fall in love. Sales were slow, the marketing looked like every other tower, and the launch window was closing.
The Strategy
What we decided to build.
We built desire before square footage. A cinematic film about the life inside the building, a brand closer to a members' club than real estate, and a digital experience that sold the address as an identity.
The Execution
How it came together.
- 01A brand film treating residents' rituals, morning light, the quiet lobby, as the real amenity.
- 02An identity positioned closer to fashion than property, from the wordmark to the sales suite.
- 03A scroll-led web experience that walked buyers through the building as a story.
- 04A creative campaign across paid and owned channels, measured against reservations.
The Results
73%
Units reserved off-plan
4.1M
Organic views on the launch film
9wk
From launch to sold-out phase one
“We sold the idea of the building. Westcore is the reason there was an idea worth selling.”
The next move