A first for RSL LifeCare in Kaleen, Canberra
St. Quentin Place | For RSL LifeCare
RSL LifeCare’s St. Quentin Place
RSL LifeCare is a trusted provider of seniors’ living services, with a strong reputation for supporting older Australians to live with confidence, connection and purpose. For RSL LifeCare Kaleen, the focus was on bringing the unique local offering to life. The aim was to showcase the convenience of the surrounding amenity, the vibrant community centre and its facilities, beautifully landscaped surrounds and the choice of thoughtfully designed apartments and townhouses.
Marketing
We developed a marketing approach that positioned retirement living as an aspirational lifestyle decision, while acknowledging the personal motivations behind making a move. Across multiple channels, we highlighted the benefits of community, security, wellbeing and future confidence. We created a compelling narrative that connected with prospective residents and their families throughout the customer journey.
Sales
We successfully launched RSL LifeCare’s first retirement living development in the ACT, introducing a premium vertical living offering to the market. Through a targeted sales and community engagement strategy, more than 20% of residences were sold within weeks of launch, generating strong local awareness and advocacy. The exceptional sales momentum also supported increases to the projected gross realisation value, exceeding initial pricing expectations.
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