The stunning sales result achieved at Mt Pleasant in Pakenham has won KR Peters the award for Land Campaign of the Year (Victoria and Tasmania) at the annual AREAs (Annual REA Excellence Awards).



Finalists and winners of the awards are powered by REA data and chosen according to on site-performance metrics from realestate.com.au.



The awards, held on Thursday 24th March, recognise businesses that made the most impact with property seekers during the 2021 calendar year.



KR Peters Directors Peter Nicolls and Ian Harris said the win was a huge pat on the back for the whole team behind the marketing of Mt Pleasant.



They say the award is even more satisfying considering the challenges the team faced selling land during the worst of Victoria's COVID lockdowns in 2021.



Despite the challenges of COVID, by the end of the year 388 blocks had been sold.



When completed Mt Pleasant, which comprises 100 elevated acres near the heart of Pakenham, will be home to 600 families.



"Mt Pleasant really appealed to buyers because of the variety of lot sizes which meant there really was a block for everyone, from 300m2 to over 1500m2," said Mr Harris.



Mr Nicolls said the lockdowns supercharged the company's marketing campaign as people looked for space and lifestyle.



"When COVID hit people were definitely looking to move out from being locked down in apartments or small homes in the suburbs. They wanted backyards and a more relaxed lifestyle. Mt Pleasant ticked those boxes," he explained.



"People were confident to buy because they had confidence in the variety and size of housing on offer and that the estate is bordered by the Green Wedge, is close to good schools, services and offers an established shopping centre across the road at Lakeside."



Mr Pleasant is now fully sold. Fittingly, the last block sold on the day of the awards.



A project that was expected to take four years was sold out in three, such was the demand.



"When we first started the project people felt it was too far from the city, but when COVID struck they were suddenly not saying that any more. Instead they were saying 'how can I buy a block? I don't' want to miss out'. The appeal was very strong," Mr Nicolls said.



Mr Harris backs the sentiment saying many Mt Pleasant buyers were first home buyers, who secured land encouraged by friends or relatives who had already made the move to the outer south east.



The other group of buyers strongly represented were retirees wanting to be close to children and grandchildren who had settled in Berwick, Officer and Pakenham.



Buyers not only get their own home, but a slice of history as well. The land on which Mt Pleasant sits originally belonged to Englishman Thomas Minton who christened the property Mt Pleasant in the 1800s. One release has been named in Thomas Minton's honour.



If he were alive today, Minton would no doubt be astonished at the impressive technology employed by the KR Peters team to market Mt Pleasant.



"With Mt Pleasant our campaign included a 3D virtual tour," explained Mr Harris.



"Potential buyers could put on a headset at the sales office and take a virtual walk around the estate. Sales information was updated in real time by Mapovis which really helped people visualise what was available and what was selling."



In addition, builders created packages for different lots, taking into account site specific details. Clients could then view the land only or view the block as it would appear with multiple house design options.



"We worked closely with builders and they provided us products and prices and therefore they were comfortable in referring their clients. Referrals from builders became a large part of our business. Builders were confident to send us clients knowing we would have a block to suit," said Mr Nicolls.



Mr Harris said extensive work was done at Mt Pleasant before land was released to market to ensure all blocks were as level as possible. Many lots were benched to reduce fall and minimise site costs. Others were levelled with pads.



"We provided solutions so the consumer was able to buy a house and land package at a fixed price. We made it simple for the consumer."



With Melbourne in lockdown for much of 2021, the KR Peters team also relied on Docusign and Zoom to get business done.



"In the last six week lockdown we had 120 sales, some buyers purchasing sight unseen," said Mr Nicolls.



"Prices also skyrocketed, rising $100,000 in 18 months. It was like lighting a match. Sales just took off and the momentum was unstoppable."



The astonishing price increase represents an impressive capital gain for the lucky buyers in the first four stages who have already moved to Mt Pleasant.



At present another three stages have homes under construction. A steady flow of people will move into Mt Pleasant over the next 18 months with the last buyers to get the keys to their new home at the end of 2023.



A fledging residents group has formed as people make connections with their new neighbours.



Mr Nicolls said the KR Peters team was elated to add the AREA award to the two UDIA awards already picked up by KR Peters for Harbour Town in Patterson Lakes and Sienna in Mount Waverley.



"We're honoured because it’s recognition for the success that we achieved. We exceeded our expectations in sales rates and sales prices. Our marketing was professional and it was fresh and everything fell into place," he said.



"There wouldn't be many land estates that in the past 12 months sold the number of blocks we sold. Proves to us we have the skills, the competency and the technology to do the job right. We are a powerhouse agency that can sell in tough times and in good times."



With Mt Pleasant now sold, the KR Peters team is focussing on its next big project, Perch at Clyde North. More than 1500 people have already registered interest in the 500 lot estate, which is due to hit the market in around three months.