The Project
Southgate City is a highly anticipated, world class master planned community spanning 60 acres, with five acres of thoughtfully planned parks and meandering waterways as well as 400,000 square feet of retail shops and services. Set to become the heart and soul of South Burnaby, Southgate City sets the new standard for convenient and prestigious living.
Details
- Sales Launched: 2021
- Type: Residential/Commercial
- Size: 28 High Rises, 20 Low Rises
- Developer: Ledingham McAllister
The Vision
We were brought on to work with the in house team at Ledmac on an iconic master planned city, tasked with being the face of one of four development hubs designated by the City of Burnaby, and among the largest of its kind across Canada. The goal was an amb iti ous one creating a high end market for over 11,000 homes would require generating interest from far beyond the local market. In order to create continuous velocity and absorption, we needed to develop a program to invite prospective buyers and realto rs from across the Lower Mainland to consider something outside their normal buying map.
The Results
Market response to the first two towers has been phenomenal. Achieving sales values on par with the established cores like Me tro town and Brentwood, it is evident that we have instilled the vision and excitement of this community across the lower mainland whi le far exceeding anticipated revenue targets.
Of 520 homes released to date, over 420 were sold within the first year.
A Buyer-First Brand Strategy
After identifying primary, secondary, and tertiary target markets and conducting extensive research into their buying habits and needs, we consulted with the client to create unique selling propositions. Taking inspiration from happy cities around the world, we worked with the team to create a comprehensive communications platform for the brand, developing compelling messaging for each target audience. The result? A seamless guide to engaging and serving a diverse range of prospective buyers.
Place Making
To make Southgate a uniquely rewarding community in which to live, work, and play, we worked with the Ledmac team and the architect to create amenities that would bring people together. From programming zip lines in the children’s play area to imagining movie nights and fireworks on the Great Lawn, our team made inspired use of the community’s many spaces.
