Luxury apartments in London from £ 770,000 see 85% sale rate of millennial buyers
An upscale London real estate developer turned to TikTok to sell his lavish apartment to wealthy Gen Z and Millennials.
Avanton has successfully sold 85% of its flagship Coda project in Battersea, south London, since construction was completed last fall. The development generated more than £ 30million in transactions in 2021 and a local sales record was broken after a three-bedroom apartment hit £ 1,450 per square foot.
David Ronson, director of sales and marketing at Avanton told FEMAIL that their success has followed TikTok campaigns and partnerships with Love Island competitors like Eyal Booker, creating “real buzz” among buyers and agents.
He said Avanton is the first developer to start actively creating TikTok video content and that their videos have helped drive traffic from buyers interested in viewing their apartments, selling a ‘lifestyle’ as well as property only. .
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Avanton has successfully sold 85% of its flagship Coda project in Battersea, south London, since construction was completed last fall. Pictured is the balcony of their Terrace Collection exhibition apartment
A dynamic two-bedroom show apartment by Gordon Duff & Linton for their Terrace collection features oak panels to ground the space and give a point of focus
Every Coda home has high quality finishes including a Poggepohl designer kitchen with built-in Siemens appliances
Trendy paneling continues into the master bedroom, where doors open onto the private balcony, and the master bedrooms feature elegant Poliform wardrobes.
Located on a two-acre island site in Battersea, the initial £ 120million development has just 45 homes available for purchase out of a total of 299, and at the request of buyers, Coda will launch its next project – the Terrace Collection – later this year.
Ronson said, “Because we were the first developer to actively start creating TikTok video content and promoting our homes on the social platform, it definitely created a real buzz among buyers and agents.
“This has helped put Coda at the forefront of people’s minds, in turn helping to generate traffic from buyers interested in viewing our apartments and learning about the lifestyle on offer.
“As a new marketing technique, TikTok videos are definitely a way to connect with a different target audience and present our product in a fun and engaging format.
Set on a two-acre island site on York Place in Battersea, the initial £ 120million development (pictured) has just 45 homes available for purchase out of a total of 299
Inspired by luxury resorts in Ibiza and Cancun, the colorful Terrace Collection show apartment embraces natural materials, warm green tones and artisanal elements.
The bright main living room, with contemporary parquet floors and striking green walls, opens onto the main balcony
“However, this technique remains a long-term branding exercise to build our brand awareness among younger generations, who over the next decade will become our main demographic buyer for our extensive plans for new homes along the way. Old Kent Road and across London. ”
The real estate development company said their The TikTok collaborations are part of a “broader continuous digital marketing” strategy for Coda, which saw social media influencers invited to stay in the show apartments when construction was completed last year.
Former Love Islander Eyal has been named the development’s internal “fitness curator” and created a platform to provide coaching, nutrition and workout support to Coda residents, while Avanton has also launched a 3D virtual model which acted as an “online shopping” for the apartments.
Ronson explained: “All of this helps promote Coda as the new development most sought after by young Londoners.
“Buyers today are turned on and want the apartment buying process to be as easy and accessible as possible from their mobile phones. Posting to TikTok is a fun way to grab attention and showcase the sleek, high-quality lifestyle that Coda has to offer. ”
Each Coda residence has a private balcony or terrace, with high quality finishes, including a designer Poggepohl kitchen with built-in Siemens appliances, Poliform wardrobes in the master bedrooms, and spa-inspired bathrooms.
Each Coda residence has a private balcony or terrace with views of the Thames and South London
The bedrooms have curtained windows overlooking the spectacular views of South London, bringing stunning natural light into the room
Spa-inspired bathrooms have walk-in showers, recessed lighting, sleek marble walls, and monochrome tiling
Their latest project, the Terrace Collection, will launch later this fall – offering 25 apartments, each with an impressive balcony overlooking London.
A lively two-bedroom show apartment by Gordon Duff & Linton has a beautiful balcony accessible from the living room and master bedroom, with views over the River Thames and south London.
In the main living room, oak paneling has been used, with the stylish design kitchen elements complementing the chosen warm green tones. There are pops of prints, with leafy houseplants and chic wall hangings.
Meanwhile, trendy woodwork continues into the master bedroom, where doors lead out to the private balcony.
The balcony has been arranged in two areas; a an alfresco dining area, perfect for entertaining friends, and a casual seating area with a fun teepee-style hanging chair, perfect for lounging in the summer sun.
Despite the lockdown restrictions, Coda continues to prove to be in high demand, Avanton reporting that there are an average of 20 views per week, with buyers coming from London, Europe and the Middle East.