JLL Residential

251 Southwark Bridge Road

251-shard-v2
Project: 251 Southwark bridge Road, SE1
Client: Oakmayne
Date: Q4 2014

Situation

JLL were instructed as Development Consultants and Joint Agents working closely with Oakmayne to design and finesse the scheme internally before heading a global sales and marketing campaign.  From the schemes inception, advice was given to Oakmayne with reference to unit sizing and mix, on-site facilities, pricing, rentals and release strategy. Weekly marketing meetings were held to work through the strategy which included branding, analysing budgets, assessing advert options, design, model making, brochures and additional marketing collateral as well as determining the sales strategy in conjunction with the UK launch in October 2014.

Brief

To launch 251 Southwark Bridge Road successfully into the domestic and international markets, aiming to establish a high rate of sale and achieve 100 unit exchanges by year end. Ahead of the launch JLL were tasked with consulting on the scheme design, advising on the branding and marketing collateral and fixing the pricing strategy. The brief included a full pricing exercise for phase 1, analysing aspects and trying to predict market demand for different unit types. JLL co-ordinated the launch across multiple global centres.

outcome

• Development launched globally in October 2014
• Sold circa 144 by Jan 2015
• Developed targeted range of high quality marketing collateral
• Established a strong brand and identity
• Outperformed targets set in both price achieved and number of sales completed