A New Zealand first, explained before it can be sold
01 — The brief
Sell something the market has not seen before
Mariners Quarters is a new marine precinct within the Whitianga Waterways development. For the first time in New Zealand, a buyer can own a marina berth freehold with a freehold waterfront lot attached to it.
That is an unusual thing to sell. Berths are normally licences and land is normally separate, so until a buyer understands the dual asset model, no price comparison they make means anything.
The site had one job: explain the model, prove stage one is real with plans and drawings, and capture a register of interest while the precinct is still an artist's impression.
Stage one, in numbers Twenty eight freehold berths for vessels up to twenty five metres, each with an adjoining lot of roughly 172 to 197 square metres, and future marine services described as planned rather than promised.
By the numbers
Stage one at a glance
Feature
Nobody buys a marina berth off a website, so every section of the page ends in the same two actions: download the detail, or register your interest.
- Register of interest capture throughout the page
- Downloadable stage one sales plan
- Duplex and berth drawings
- FAQ section answering the ownership questions buyers actually ask
- The precinct placed in context within Whitianga Waterways
- Artist's impressions labelled as artist's impressions
One page, one argument
A single page that builds the case in order
The whole development sits on one long page, sequenced like a pitch.
Coastal context first, then the dual asset model, then stage one specifics, then the gallery, the location, the FAQs and the enquiry. A visitor who reaches the bottom has been walked through the entire proposition without clicking.
It also keeps the site honest while the precinct is unbuilt. Every render is labelled an artist's impression and future facilities are described as planned, which matters when the buyer is committing to something that does not exist yet.
02 — The process
How we got there
- 01
Understanding the model
Time spent with the developer on the ownership structure, because the site could not explain something we only half understood.
- 02
Structuring the argument
The page order was decided before any design: lifestyle, the model, the numbers, the proof, the objections, the enquiry.
- 03
Design for the Coromandel
Wide imagery, generous type and a calm palette that matches the way the precinct is being sold, on one continuous page.
- 04
Plans, drawings and FAQs
Sales plans and duplex drawings made downloadable, and the sales team's most common questions written up as a public FAQ.
- 05
Register of interest
A short form repeated down the page, feeding a register the sales team works from as stage one releases.
Where it sits The precinct is placed in context: the Whitianga Waterways canals, the harbour, the town and the drive from Auckland, so buyers understand the location as clearly as the asset.
03 — The outcome
A new kind of ownership, made understandable
One page that teaches the model, proves stage one and collects the register the sales team works from.
Enquiries arrive from people who already understand what they would own, which is the difference between a lead and a long explanation.
As stage one progresses the same page carries updated plans and detail, so the marketing does not need rebuilding when the precinct does.
Ready for a website like this?
Let's build the next one together
Design, build, content and search, handled by one Auckland team.
