Project Overview
Lendlease set out to be the number one ‘brand of choice’ in the mid to premium apartments market. To achieve this, the business knew they had to create certainty - setting expectations and meeting them consistently - by delivering on the promise.
During 2016/17, the business had over 2,500 customers ready to settle their apartment purchases across six major projects in Melbourne, Sydney and Brisbane. To create a point of difference and stand above the rest, it was imperative the business challenged standard off-plan development practices and fostered a stronger and more effective customer engagement program.
With a comprehensive understanding of the buying market, the business set out to define their product and customer strategies and develop a product and service story for its customers with a focus on customer satisfaction, quality of product and memorable experiences.
The customer experience and event program created around the 'Hard Hat' tours and Pre-Settlement Inspections was designed to achieve combined positive outcomes for customer service, retention, uplift and future referrals. It was an integrated objective to install confidence with our customers while allowing us to develop deeper and more meaningful relationships and better understand their motivations and requirements.
Project Commissioner
Project Creator
Team
Lendlease is a global company with an Australian heritage and local expertise across the core markets of Australia, Asia, the Americas and Europe.
The Australian Apartments business forms part of the Urban Regeneration team, and together with our other specialist business units in commercial and retail, we specialise in creating new or revitalised spaces through urban renewal.
We don’t develop buildings, we create places to live. And for over 60 years we’ve been practicing this idea on a global scale, crafting and nurturing our developments and spaces to suit the ever-changing lifestyles of our customers.
Project Brief
In response to research that highlighted levels of uncertainty and ambiguity through the construction and settlement phase of off-the-plan apartments, Lendlease created an initiative whereby customers were invited to conduct regular inspections of their apartments during the delivery phase. To do this and generate genuine engagement, the events were to be held in two parts – ‘Hard Hat’ tours and formal Pre-Settlement Inspections.
These initiatives coincided with the broader off-the-plan Australian property market facing several challenges; increasing competition and supply, deteriorating apartment valuations, tightened foreign investor lending and a forecast economic shift in Australian property sector.
The customer events are unique to Lendlease. They were born out of a desire to challenge existing development practices, differentiate from the competition and create memorable customer experiences while mitigating settlement risk in a challenging market.
While other developers facilitate settlement processes at a point of the customer journey, a major differentiator for Lendlease is the level of investment and care taken in crafting and delivering the overall event and customer experience. Rather than the process covering 1-2 months, hundreds of customers are brought together in the one environment to create excitement and buzz, allowing them to interact with each other, their future neighbours and community.
The initiatives have been implemented nationally demonstrating to repeat purchasers, the level of service and experience is consistent regardless of product location. Feedback from customers who have purchased with competing developers has confirmed Lendlease goes well beyond the industry standard, and exceeds their expectations when facilitating these events/experiences.
Project Need
In responding to research on purchaser uncertainty and Australian market challenges for off-the-plan purchases, Lendlease determined an engagement strategy with more touch points was required – one which would be unique to Lendlease and create a true point of difference.
Two events would be held to provide purchasers with a unique opportunity to view their apartments through the delivery phase.
-Lendlease ‘Hard Hat’ tours were implemented where hundreds of customers were invited to an operational construction site, donning protective equipment to inspect apartments which were still under construction. This opportunity was a first-time experience for our customers and unique to Lendlease. It included personal concierges to escort them through their building, amenity areas and to their apartment.
-A more formal Pre-Settlement Inspection takes place where customers are invited back to inspect their apartments in a completed state. Rather than approach the milestone as a process, a full-day experience was crafted for customers to explore the broader Lendlease precinct in addition to their personal apartment. Customers are welcomed to their new building with a red-carpet arrival, photo opportunity and airport lounge style facilities while they prepare for their final viewings. They are then provided with dining vouchers and itineraries to experience the precinct. This is important given customers are often new to the location or visiting from interstate or overseas. The experience concludes with a luxurious event of celebration and entertainment, providing opportunities for customers to engage with each other and the Lendlease team.
User Experience
As observed in 2016/17 media coverage and industry commentary, the broader off-the-plan Apartments market was experiencing customers walking away from contracts or unable to settle because of shifting market conditions. In this environment, the primary objective for Lendlease was retention, that is, to secure pre-sold revenue by creating exceptional apartments and experiences that drove commitment and loyalty from our customers.
The unique to Lendlease ‘Hard Hat’ tours are hosted three months out from completion and provide an opportunity for customers to physically and emotionally connect with their purchase for the first time. This benefits the customer through heightened engagement with Lendlease and participating in a unique experience in a memorable setting. For the business, it provides an opportunity to better understand our customers while mitigating potential risks around settlement by obtaining detailed information and feedback.
Settlement Conversion – 99% settlements achieved. Higher than long term industry averages and magnified considering current market conditions.
Referral/Repeat Customers - Increased via the introduction of a referral rewards program. Around 20% of customers have also purchased into two or more Lendlease Apartment buildings.
Event Attendance - Over 90% of customers attended 'Hard Hat' and Pre-Settlement Inspections, with 50% travelling from interstate or overseas.
Surveys/Exit Interviews - Average rankings of 8+ out of 10 were achieved across all evaluated categories. Anecdotal and verbatim customer feedback on events and experience was overly positive.
Net Promoter Score - Increased from 28 to 32, ahead of comparable industry benchmark of 25.
Sustainability
At Lendlease environmental, social and economic outcomes are delivered through our portfolio of international urban development, construction and investment activities and projects. Sustainability and Customer Focus are some of the key principles which guide our thinking, actions, processes and benchmarks. They keep us focused and remind us that we are committed to progress, but not at all costs. These principles are our differentiators and they are non-negotiable across our business.
“Companies must start justifying their worth to society with greater emphasis placed on environmental and social impact rather than straight economics.” – Lendlease Founder, Dick Dusseldorp, 1973
Sustainability is central to our business strategy and Lendlease believes forging close partnerships with suppliers and working with them on ‘green’ initiatives is essential.
For each Hard Hat tour and Pre-Settlement Inspection event, Lendlease remained committed to its core principles and by applying the Lendlease Sustainability Framework ensured local sourcing of catering by utilising retailers located in the precincts – this also provided an opportunity for our purchasers to feel engaged with their new neighbourhood; non-plastic / recyclable catering equipment, reuse of marketing collateral across national projects, digital communications with our customers notifying of event and purchase details and utilising digital and interactive displays for information.
We exist for our customers and the places we create are for them. This is an inherent attribute of Lendlease, a business committed to creating places for people and meeting their needs for the future.
Marketing - Event Experience
This award celebrates creative and innovative design for a business event. Consideration given to originality, creativity; theming; audience connection and engagement and how the event created a seamless experience for the visitor and helped to reinforce the program's core message
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