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LUNA
843 Whitehorse Road
The Lunatics
Miss. Organised
Our Team
Queen of Questions
Number Cruncher
The Artsy One
Market Research
Market Research
Box Hill
Suburb Overview
'The fastest growing suburb activity centre in Victoria, outside of Melbourne CBD'
- CBRE
Master Plan
- 'Melbourne's 2nd CBD'
- 1 of 9 Metropolitan Activity Centres (MACs)
- $4.2B property and investment prospects planned in next 12 years
Master plan
Structural Plan
A. Box hill Transport & retail precinct:
mix use for retails, office, residential
B. Prospect street precinct
Primary office precinct
D.Hospital and Western Tafe precinct
educational and medical institutions
E. Box Hill Gardens Precinct
high to medium density residentials
Structural plan
Infrastructure
Infrastructure
Proposed $50B Suburban Rail
Subject Site
7 minutes walk
8 minutes drive
4 minutes walk
6 minutes walk
17 minutes bus ride
4 minutes walk
Melbourne CBD
30 minutes drive
Subject Site
40 minutes train
Subject Site
Site Context
Site Context
TRIO
PANORAMA
PROMENADE
SKY ONE
East Central Tower
- DKO
- 438 apartments
- Pool, gym, space wellness, cinema, private dining
- October 2019 settlement
- Peddle Thorp
- 382 apartments
- Commercial & Retail
- Gym & function spaces
- Mid 2021 settlement
- FKA
- 280 apartments
- Pool, gym, space wellness, cinema, private dining
- January 2021 settlement
Competitive Projects
COMPETITIVE PROJECTS
- Peddle Thorp
- 196 apartments, Commercial & Retail
- Cinema & Gym, Skygarden
- End of 2022 settlement
- Plus Architecture
- 462 apartments, 169 key hotel, retail & Commercial
- Pool, Gym, Childcare
- June 2024 settlement
MAIN COMPETITORS
Demographic
Suburb Demographic
Median age of 31
40% between age 20-34
Victoria’s largest Chinese Community
Over 60% are either born in China or with Chinese ancestry
Population of 11,395 in 2016
26% population growth in past 5 years
Nearly half completed at least diploma
Over half of residents are renting
SOURCE
Source: Whitehorse City Council (2016)
Population Segregation
Source: Real Estate (2018)
Target Buyer
TARGET BUYER
INVESTORS
WHY INVEST IN BOX HILL
INVESTORS
- Employment Hub
- Great Infrastructure
- Population growth
- Location attractive for tenants
- Low maintenance
- Asset ownership
- Affordable compared to houses
- High rental return compared to houses
STUDENTS
- Safe & secure
- Familiar demographics
- Proximity to amenities
- Used to apartment living
TARGET TENANT
YOUNG PROFESSIONAL
- Employment opportunities
- Population demographics
- Active Lifestyle
- Sense of Community
HOME OWNER
YOUNG PROFESSIONAL
WHY LIVE IN BOX HILL?
OWNER
OCCUPIERS
- Convenient location
- Lifestyle choice
- Low Maintenance
- Good security
- Affordable compared to houses
- Manageable home loan monthly payment
CHALLENGE
Challenge
- How can LUNA achieve this?
- What differentiates LUNA from other competitors’ projects?
Proposed Product
Product Positioning
Product Mix
1 BED (10%)
- Affordability
- First Home Buyer
- Sole income earner
Unit Mix
2 BED (70%)
- Proven investment and current market trend
- Easier to sell and rent
- Versatility - Caters for young families, 2 adults living together & downsizers
- Supports current demographic
3 BED (20%)
- Growing families who prefer apartment living
- High Rental Yield
- High Income earners who value space
Building Split
34.Restaurant
5-33. Residential
Product Type
4. Gym & childcare
1-3. Office
GF. Retail
Commercial
RETAIL
- Convenience Store - Milk Tea
- Beauty Salon - Cafe
Commercial
OFFICE
- Medical & Education Target Tenants
Modern Commercial
Activated retail
Premium Facilities
Look & Feel
RESTAURANT WITH A VIEW
Level 34
- 1st in the area
- Premium destination for
local and overseas visitors
- Take advantage of western city view
Residential
Residential
2 bed standard
2 Bed Options
3 bed standard
3 Bed Options
Material
Product Finish
DUAL KEY
CONCEPT
Residential
Special Product
- 2 in 1 property
- Unique selling point
- Higher Rental Yield
- Passive income for owner occupiers
- Increase Privacy
'Spoilt for choice'
+
Couple Student
2 BED DUAL KEY
+
Downsizer Relative
'Need more space?'
+
Family Grandparents
3 BED DUAL KEY
+
Couple Guest
Competitors Pricing
Price
LUNA Pricing
Residential Pricing
Ave $/m2 NSA=$9,387
Dual Key Pricing
Dual Key
Dual Key Rental
Dual Key Rental
Standard vs Dual Key
Comparison
Four years - Getting Extra Payment Back
Commercial Pricing
Commercial Pricing
Recent sale evidence
within Box Hill area
Evidence
Strategy
Sales & Marketing
MARKETING STRATEGY
Customization
Convenience
MARKETING
'Spoilt for Choice,
your home is your call'
Program
Note: Based on previous Feasibility data and it is subject to change
Marketing Budget: $1.5 Mil
Budget
Campaign
INVESTORS
OWNER OCCUPIER
combined knowledge
Campaign
Young People
Middle Aged
Traditional
Untraditional
Traditional
Online
Media: REA, Urban.com.au
Social media platform
Online website
Offline
Property Expo
Direct mail
Brochure/flyers/floor plates/floor plans
Display Suite
Roadshow
Seminars / Partnership
Traditional
IDEAS
DEMO
Campaign - Untraditional
Creative, competitive and visual
Offline
- Competitions (video, photography, project naming and marketing campaign)
- VLOGS by a social influencer
- Live Videos (sales launch, project progress, site visits, display suite)
Untraditional
Online - Untraditional
Online
- Live Chat
- Walkthrough videos
- 3D floor plan
Sales Overview
Official Launch
Poly Agency
Settlement
Ongoing
AUG
2023
MARCH
2020
APRIL
2020
DEC
2019
SALES
Remaining Stage Release
Internal Launch
GOAL
- Dominate and transform market ---> sellers market
- Strengthen new and existing relationships
- Increase brand image and reputation
- Release stages to suit a particular target buyer
SALES BUDGET
Residential Breakdown
Poly Agency
Commission - 15%
$1.85M
Incentives - 15%
$1.85M
Budget
Channel Agents
Commission - 70%
$8.7M
STAGE SALES SUMMARY
Commercial
Launch
Internal Launch
3rd Stage Release
Stage Sales Plan
5%
JULY
2020
MARCH
2020
SEPT
2022
AUG
2023
SEPT
2021
APRIL
2020
40%
20%
35%
Settlement
2nd Stage Release
Official Launch (RESI)
1st Stage Release
STAGE SALES PLAN - Residential
3
$12M
1
$97M
$109M
Stage Sales Plan
$125M
$16M
2
$210M
$85M
$48M
$258M
Internal Launch
Internal Staff:
- Poly staff to reserve lots at a discounted rate
- Seek referral from poly staff friends and relatives providing gift voucher/ incentive for every successful sale
External Consultants:
- Consultants reserve lots at a discounted rate
- Seek referral as above
Sales Launch Plan
VIP EVENT:
- Target our valued clients (including Sydney and Brisbane)
- Each guest can invite one additional person
- All apartments available at a discounted rate
OFFICIAL LAUNCH
Official Launch
Preparation:
- Display room, marketing materials ready
- Contracts and solicitors ready
- Food and drinks
- Sales consultants ready
- Invite sales agents and clients to display room
Process:
- Contract signage
- Lucky draw, VR amenities, physical model
Incentives
- 1% -2% discount for clients if contracts are signed
- 5% rental guarantee in 24 months on 2 BED DUAL KEY
Remaining Stages:
- Free Curtain / microwave / fridge
- Rebates at settlement
Settlement Plan
Settlement Plan
3 Months before Settlement:
- Meet your neighbour event
- Emails follow up (financial loan)
1 Month before Settlement:
- Settlement team launch
- Settlement pack ready (eg. Key set, user manual, strata manual, warranty, settlement gifts etc)
- Finalize public announcement about settlement date
- Arrange clients inspection (liaise with project team)
Settlement Day:
- Clients sign off
- Clients do the survey form
FAIL TO SETTLE?
- Resell properties as fully furnished as an incentive and to speed up sales
+
What can our product can offer?
Couple Student
Dual Key
STUDIO
$1,500
per month
Strategy
Service
Monthly Repayments
(3.5% interest rate)
$2,700
-$1,500
Average Unit price
$750k
$1,200