A souped-up sales pitch for an off-the-plan townhouse in Melbourne’s outer east is attempting to capture the imagination of first-home buyers.
From big dreams and European forests to content horses nibbling hay, the quirky marketing campaign on realestate.com.au for the MontVue development in Kilsyth doesn’t follow real estate convention.
RELATED: Millennial couple’s incredible flip of Kilsyth pad in just three months
A Kilsyth South homestead is set to break a $2.03 million decade-old suburb sales record
The two-bedroom townhouse at 4/28 Mountain View Rd has a $480,000-$520,000 price guide and is one of 14 in the development.
“Dreams allow us to explore what we would truly love to do in our life. They act as signposts to guide our lives. No doubt you have big dreams and grand ideas,” the listing reads.
“Where massive pine trees make you feel like you might be on the edge of a European forest.
“Where horses nibble on hay and roam contented in lush paddocks.
“So become a resident in one of these beautiful homes, and secure a space for you to continue dreaming big and maybe change the world.”
Directed at young buyers convincing them to “come live on the mountain”, the listing takes a boring real estate sales pitch to another level, according to Market Share Property director David Stewart.
“All of our copy is a little different as most real estate copy you get two sentences in and then lose interest,” Mr Stewart said.
“We want to create something that inspires people.
“What it’s like to live in the property more than just pure features and inclusions — that type of stuff gets really boring quickly”
An “inspirational” video with a rocket shooting into space works alongside the line “your launching pad for life” and has had more than 28,000 views on Facebook, according to Mr Stewart.
“For a segment of the market that seems to be quite congested, we are able to cut through the clutter and create an environment conducive to getting great inquires,” he said.
Mr Stewart said the townhouse had an inner-city chic feel with an “aspirational tone”.
“It’s something for first-home buyers to move into in a reasonable price range but something they can be proud of and show off to friends,” he said.
“In today’s Instagram world they can show it off and be proud of it.”
READ MORE: ‘Silver lining’ amid further home price falls
Buyers buzzing after sale of truly shocking conversion
Century-old Olinda treasure trove seeks new caretaker