Strategic Marketing Success - Using the Internet

"The judges thought this was an exceptionally innovative campaign …"

THE AGE
Commercial & Industrial Feature: 31 October 2002

REIV 2002 Commercial Property Awards Best Small Budget Sale (up to $10,000)

"Winner: Gardner & Lang for its marketing of a partly-vacant, quasi-retail property in a forgotten part of Dandenong Road, Malvern.

"The selling agents considered it has some redevelopment potential, especially as it was on the corner, with direct access to the Malvern railway station.

"Gardner & Lang put all the technical information on the web, including floor plans, details of current tenancies, the architect’s concept plans, an indicative cost quote from a reputable builder, town planning information, plus locality shots of the area.

"A further initiative - seeing that apartment and inner-suburban housing work might be liable to slow down - was to target specific builders by e-mail.

"The outcome was 41 phone enquiries.  On auction day, all but one key prospect attended, and the property sold for $880,000; or $30,000 over the reserve.

"The buyer apparently had not inspected the property but was confident from the information presented on the website.

"The judges thought this was an exceptionally innovative campaign making use of their website and e-mail."