Direct mail case study: How Affinity drew in the crowds

In conjunction with its pending property launch of Affinity at Serangoon, Oxley Holdings created a direct mailer for its outreach to potential buyers and investors.

Designed by Kinetic, the content of the direct mailer included perspectives of the development and its facilities and a location map to direct readers to where the actual site and show fl at was located. It also included the unique selling points of Affinity at Serangoon as well as the development’s tag line: “Come home to all that you cherish.”

The direct mailer flyer was distributed to the company’s appointed real estate agencies, which in turn sent the fl yer out to potential clients and buyers. This included those searching for properties for their own stays as well as investors or potential buyers who already live in the vicinity.

There were also designated roadshow venues in strategic locations for salespeople to distribute the mailers to parties and potential buyers who were interested in the property. The business objective of the direct mailer was to create awareness for members of the public for the Affinity at Serangoon development. It was also created in preparation for its launch to draw in the crowd, interested buyers, as well as investors to the development’s show flat. The first day of the show flat preview saw a footfall of around 4,000 visitors

On top of the Affinity at Serangoon direct mailer, Oxley also commissioned Makansutra to seek out 50 food places which were worth visiting within a three-kilometre radius of the development. Called Food Hood, the publication also included small snippets on the history of Serangoon Gardens.

The mailer was also in line with its ongoing branding and marketing campaign which looks to strike a genuine connection with consumers and remind them of the strong importance of coming home to family and loved ones, thus tying in to the tag line: “Come home to all that you cherish.”

The campaign aimed to showcase Affinity at Serangoon’s strong property positioning along Serangoon North Avenue 1, which includes its strategic location to amenities such as NEX, myVillage, Serangoon Gardens Market, and Chomp Chomp.

The property also has close proximity to elite schools and the renowned Serangoon Gardens neighbourhood. In addition, Affinity at Serangoon has 1,052 units consisting of one to four-bed rooms plus a study, a penthouse and 40 exclusive townhouses. The development also consists of 88 facilities for the enjoyment of residents.

Objective

Create awareness among members of the public for the Affinity at Serangoon development and also draw in interested buyers, as well as investors to the development’s show flat.

Target audience

Consumers searching for properties for their own stays as well as investors or potential buyers who already live in the vicinity.

Results

The first day of the show fl at preview saw a footfall of around 4,000 visitors.

The writer is Eugene Lim director, marketing and sales, Oxley Holdings.

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