End-to-end strategy for a new entrant into retirement living
Bellbird on High | For SHC Group
Bellbird on High
A boutique retirement community in Preston, Victoria, Bellbird on High marked SHC Group’s first foray into the retirement living sector. An established property developer with a diverse portfolio spanning residential and hospitality developments, SHC Group partnered with us to help shape every aspect of the project.
Bellbird on High reflects SHC Group’s vision of creating beautifully designed communities where residents can live independently while enjoying connection, security and a strong sense of belonging. From building the initial business case through to design, marketing, sales and future community operations, we have worked as an integrated project partner, helping transform a new market opportunity into a commercially and strategically robust retirement living offering.
Research & Advisory
Our advisory team laid the foundations by developing the project’s business case and providing the strategic framework needed to move forward with confidence. Our work included a comprehensive market assessment, financial feasibility modelling, Deferred Management Fee (DMF) strategy and retirement contract modelling, ensuring the community was positioned to meet market demand while supporting long-term commercial performance. These insights gave SHC Group the confidence to enter a new sector with a clear understanding of customer expectations, pricing and operational requirements.
Design & Development
Working closely with the client, we helped translate their vision of a premium lifestyle offering into a retirement community designed specifically for the needs of future residents. Emphasis was placed on the planning of community facilities and shared spaces, ensuring they would foster connection while preserving residents’ independence and privacy. We also helped shape a diverse accommodation offering comprising three apartment categories across ten unique floorplans.
Marketing
Bellbird on High enjoys one of Melbourne’s most connected locations, and a prominent position at the busy intersection of High and Bell Streets in Preston. We developed a strategy that capitalised on this visibility, creating striking outdoor billboards and signage that capture the attention of thousands of vehicles each day.
The campaign combines traditional and digital channels carefully selected to reach the right audience, including press advertising, letterbox drops, radio, Google Search, social media and digital display advertising. These channels are building awareness and driving enquiries.
Sales
Sales are being driven from a purpose-built display suite designed by One Fell Swoop, strategically located on High Street at the Bell Street intersection. The space has been created as an immersive experience, allowing prospective residents to explore the development, understand the lifestyle offering and confidently visualise their future home.
Operations
Our involvement extends beyond launch, with One Fell Swoop appointed to operate the community once it opens. By remaining involved through community operations, we help ensure the lifestyle vision established during planning and marketing is successfully carried through into everyday resident experiences, creating a seamless transition from development to a thriving, connected community.
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