Developing the Value Proposition for Ridgelea Estate by Parklea
Launched in 2020, Parklea’s Ridgelea Estate was earmarked as Pakenham East’s largest residential community.
During the planning phase, the Parklea team took the opportunity to establish the value proposition for Ridgelea Estate before launching to market, to ensure the project is recognised as the market leader and a great place to invest in a family’s future.
Refining the value proposition and how it fits in with the customer journey allows project teams to align future decision making and initiatives with the core purpose of the project.
To effectively meet the needs of its customers, Parklea reached out to Property Republic to develop a value proposition for Ridgelea Estate.
The Approach
Property Republic hosted a 4-hour workshop attended by the project team, designed to explore and refine the Ridgelea Estate value proposition.
The very first part of the workshop was dedicated to the discussion of the current state of the property market. It was an important step to understanding customer expectations and gain insights into providing a seamless customer experience.
The next step involved reviewing the Parklea values to ensure the value proposition remained relevant to them.
Property Republic then presented the Project Customer Lifecyle. This helped the attendees understand where the value proposition sits within the customer experience process and come up with ideas for each customer segment.
Then the group began to establish the Ridgelea value proposition piece by piece. The discussion delved into each of the elements of the value proposition, including the customer jobs, pains, and gains and how Ridgelea Estate and its products would solve, relieve or respond to them.
The Ridgelea team members were encouraged to come up with ideas for their customer segment and work together as a group to agree on those ideas. At the end of the workshop, the team members prepared and presented their customer segment value proposition.
The Results
The workshop provided the Ridgelea Team with a vast range of development, sales, marketing and customer care tactics that can now be utilised within the project.
Areas of focus were identified for the development, sales, marketing and community teams, so everyone had a documented record of what goals to work towards.