Kicking goals to leverage the Penrith Panthers brand.
The Royce | For Tulich Communities
Tulich Communities’ The Royce
Tulich Communities is an operator with over 20 years’ experience in the seniors’ living sector. They engaged us to help them bring to life a unique retirement development in association with Panthers Penrith. Featuring exceptionally designed apartments positioned around a beautifully landscaped courtyard garden, The Royce became the first vertical retirement living community in Penrith.
Working with many stakeholders, we provided our full suite of services for this development. From concept to project completion, we have been an integral part of the development team. We delivered actionable advice, revealed customer insights through focus groups throughout the development program, ensured pricing and accommodation were correct to return outstanding results, developed and costed service and staffing models, created engaging campaigns and achieved great sales.
Research & Advisory
We delivered a comprehensive Market Assessment for this distinctive retirement development in Penrith, New South Wales. This included competitor analysis and in-depth customer insights, which informed the project’s built-form design, financial feasibility, pricing strategy and the modelling of appropriate exit fee structures. The outcomes provided clear, actionable guidance to optimise both market appeal and commercial performance.
Design & Development
We crafted a retirement living environment that balances inclusivity, vibrancy and low-key lifestyle appeal. Careful planning, accurate pricing, and strategic positioning ensured the offering aligned with the target market. Working closely with our client and an architect experienced in residential aged care design, we paid particular attention to apartment layouts, amenities, and features to meet market expectations.
Marketing
The marketing campaign leveraged eye-catching visuals and messaging built around the Penrith Panthers brand, creating strong local resonance. Multi-channel promotion included digital advertising, press, outdoor media, direct mail, radio, database events and brochureware. Engagement was strengthened through ongoing collaboration with the Penrith Panthers, including ambassador support from Royce Simmons, sponsorship activations and community outreach programs, ensuring consistent connection with the Penrith audience.
Sales
Sales activation featured a strategically located display suite within the Penrith Panthers foyer, complemented by stage specific offerings—an aged care facility in Stage One and standalone retirement apartments in Stage Two. Stage One achieved strong demand, selling shortly after practical completion. Sales efforts were supported by One Fell Swoop’s proprietary Showcase electronic lookbook, providing an interactive, immersive tool to enhance customer engagement and drive conversions. The Royce typically converts 22% of leads to inspection, and 35% from inspection to reservation.
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