The purpose-built Tick Space Experience Centre at Essendon Fields, is an immersive sales experience that’s disrupted the home and land industry, helping newcomer Tick Homes minimise overheads, pass on savings to grateful buyers and deliver wow factor in spades.
Part of the Resimax Group, Tick Homes Chief Operating Officer Darren Mehl says the number one focus for the business has always been the customer’s needs while delivering a house and land package at the most affordable price.
“We understand this [buyer] market has trouble accessing funds to even put down a deposit so our business model has been built around that,” Darren says.
Launched in May 2018, Tick Homes purpose built a buyer experience centre; a safe and approachable space where buyers are given the red carpet experience in a location that’s central to all of Resimax Group’s 12 land estates across Victoria.
The convenience of having everything under one roof made it easy for customers while the use of technology – affectionately called La La Land as spelt out in bright pink neon lights – enabled them to showcase all of their land estates at the touch of a button.
The space includes a large interactive touchscreen, three large TVs and a 1:1 cinema that projects more than 40 different floorplans, a range of colour selection pods, a full scale kitchen, bathroom, bedroom and upgrades area. There’s even barista made coffee, plus lounges, WiFi and a kids play area.
Within six months Tick Homes picked up the coveted ‘Game Changer’ award at the 2018 REA Group Excellence Awards and was being described as an ‘Apple meets Ikea’ shopping experience.
“It gives customers the experience of a land sales office without travelling all over Melbourne,” Darren says.
“Our state of the art cinema showcases every home in a one-to-one scale so customers can physically walk through homes and chose a floor plan that suits their needs.”
“We also have rooms on display where customers can see their finishes, fixtures, fittings and quality of the homes that we build.”
New plans can be uploaded to the system within a matter of minutes and the cinema removes the large cost and long lead times to deliver a full display home, a financial saving which Tick Homes passes on to its customers.
“The cinema concept has proven to be very popular with customers. We can also develop a plan today and have it on the cinema tomorrow, which helps us capitalise on trends and new floor plans immediately,” Darren says.
In the first 12 months, Tick Homes helped more than 100 buyers into new homes, with conversion rates tracking at around 50 per cent of appointments, compared to the industry standard of 30 per cent.
The benefits for using DisplaySweet technology to sell Tick Homes provides speed and flexibility for the business, is intuitive for employees and buyers to navigate and reflects the needs of time-poor, tech-savvy buyers.
“The benefits of using digital technology means we can make changes on the fly, whether it be tweaking our customer engagement, tools or marketing and sales solutions,” Darren says.
“It also adds to the customer experience as we have mapped the customer journey from the moment the customers walk through the door, which means our technology solutions enable and complement the sales track. This again adds to the customer experience and removes any obstacles or objections.”