Marketing A New Development A New Way


Social media has had a massive impact in every part of everyday life in the modern world. The ever-growing popularity of posting, sharing and liking has changed the way we see and experience world around us. One of its most profound affects has been on our purchasing habits. Social media is a tool in every marketing department in all industries, including luxury property.

As different social media platforms, channels and trends grow and shrink in popularity, it is important for companies to always be thinking about what the next trend is and how it can be used. One luxury property developer has been quick to see a new trend and get ahead of the curve. Avanton has launched a new collaboration with a leading property agent on the popular social media platform TikTok, making it the first London property development to be marketed and sold on the platform.

By October 2020, TikTok has been downloaded over 2 billion times globally and is officially the fastest growing social media network of all time, with hundreds of millions of users in 150 markets worldwide. The video sharing application allows users to post videos of up to 60 seconds long. The number of UK users is continually steadily growing and is expected to reach 10 million in 2021. During the first national lockdown in the UK the number of millennials using the app rapidly increased, with a quarter of all users now aged 20-29 years old. As of March 2020, the hashtag #realestate has over 250 million views, whilst #luxuryhomes has 10.9 million views showing that there is a huge audience for luxury properties on the platform.

Avanton has partnered up with the Corban Group to bring the US-style marketing techniques to the developer’s flagship scheme Coda in Battersea. The Coran Group is led by independent agent Toby Albert-Corban. The group is affiliated with the Nest Seekers International, the leading USA brokerage which appears on Netflix’s hot show Million Dollar Beach House. By partnering up in this way, the Avanton X Corban Group are showcasing the £120 million development to a new captive audience.

Two video tours of the Coda project have been posted so far, one featuring the newly completed residents’ lobby and the other a show apartment by Gordon Duff Linton. The two videos have a combined 120,000 views and 7,500 likes. These views and likes have proven to lead to enquires, as since the first Coda tours were posted, the agent already received multiple genuine enquiries from buyers keen to view the development in person to learn more.

The videos are posted on The Corban Group’s page, @londonrealestate, which currently has over 165,000 followers and over 1.8 million likes on its content. The video series plans on filming more videos for its audience in the future, capturing the unveiling of residents’ amenities including a gym and landscaped podium gardens to be realised soon. Coda was the best-selling scheme in South West London of 2020, with Phase 1 completely sold out and the first residents moved in.

Located on a large 2.1-acre island site between York Road and York Place, moments from the River Thames, Coda is designed by Pankaj Patel MBE of multi-award-winning practice Patel Taylor, a leader in Thameside architecture. Three striking apartment buildings sit on a raised podium above the new Royal Academy of Dance headquarters on the ground floor, with the iconic dance school set to move in 2021. Every home has a designer Poggenpohl kitchen, with open-plan living space, a private balcony or terrace and access to landscaped residents’ gardens.

Prices at Coda start from £750,000 for a two bedroom apartment. The show apartments at Coda are available to view by appointment only. For further information contact the Coda marketing suite on Tel: 0207 924 6077 or visit www.codalondon.com.


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