To rebrand the area and mitigate previous perceptions, the development was named “Wai-O-Taiki Waterside,” creating a fresh identity and distancing the project from Glen Innes’ historic associations. Although Wai-O-Taiki Bay was a relatively unfamiliar suburb name, it suggested a scenic, waterside location that added appeal.

Our team produced a complete suite of marketing collateral to support the development’s upscale positioning. This included a real estate-focused website featuring property listings in a format familiar to traditional agency and TradeMe users, as well as street-front signage, window signs, billboards, and all associated real estate branding materials. We implemented a content-driven strategy on the website and social media, creating area-focused video tours and articles to highlight local natural attractions, establishing Wai-O-Taiki Waterside as an appealing lifestyle destination.

To ensure consistent quality and appeal, we managed all renderings, property staging, and photography for the project. By partnering with high-end staging professionals and producing magazine-quality photography, we created a sense of “social proof,” signalling that Wai-O-Taiki Bay was an up-and-coming neighbourhood.

While real estate agents were initially engaged to assist with sales, our growing database allowed us to achieve an impressive rate of direct sales. To date, direct sales account for 54% of the last 90 property sales, with 46% coming through real estate agents, reflecting the success of the branding and marketing approach.