Big Challenge – Great Success
Germany’s tallest high-rise residential building is attracting global interest. Thanks to a global marketing and sales strategy, the 412 apartments are being purchased more quickly than expected.
Tallest high-rise residential building in Germany
It will not only change Frankfurt’s familiar skyline, but also establish itself as a new and prominent landmark building: The new Grand Tower in the heart of the Main metropolis. Despite not even being completed, it has already won numerous prizes, including the International Property Award 2017 for the “Best Residential High-rise Architecture Europe”. However, a single superlative does not even come close to suitably describing this extraordinary construction project. Standing 172 meters high, Germany’s tallest high-rise residential building will be constructed in the midst of the banking quarter and the Westend & Europaviertel residential districts. A skyscraper for living, with 412 apartments of varying sizes, all providing spectacular views of the skyline, the Taunus mountains, and the surrounding areas.
With its 6-meter high ceiling, the lobby of the Grand Tower already makes a clear statement. Residents and visitors will be greeted by a concierge service, similar in nature to the one provided by high-class hotels. The seventh floor will be home to the Grand Garden. With an outdoor area spanning almost 1,000 m², the Garden includes water features, lightshows, lounge areas, olive trees, and a herb garden. A different experience awaits those who take the lift to the 43rd floor: a sunset deck covering 200 m². Like the Grand Garden, this deck, 140 meters above the ground, is only accessible to residents of the Grand Tower. “Living the high life. From sunrise to sunset”. There is no better way to describe the exclusive feeling of living in the Grand Tower to potential buyers.
“Our sales target was to sell half of all the apartments in the first year. We met this target in six months”.
But what exactly is the best way to market such an extraordinary construction project? Commissioned with the exclusive sale of the Grand Tower, we expected great interest, particularly from international clients. Thanks to our international sales network, we have great experience in approaching this target group – and we know their high demands inside out. In order to provide the best possible support to our client, gsp Städtebau GmbH, our activities went far beyond just selling the building. From the creation of marketing studies to support the financing process, to the architectural implementation and price structuring, to the true-to-scale model of the building – the JLL Team was there, every step of the way. Our product and marketing concept was a decisive central factor in the successful sale. We used a video with 3D animations to give prospective buyers the best possible idea of the premises. This idea was supplemented by an app and a premium image book, which both enthralled readers and won awards. All these multimedia measures resulted in a tailored sales strategy which targeted potential customers across the globe. And with huge success.
25 % of the apartments were reserved or registered even before sales officially began, with this number growing to 85 % over the subsequent 14 months. The new landmark building in the Europaviertel quarter has thus become a best-practice project, as has its marketing. "Living the high life" – In Frankfurt, the high standards of all involved have been more than exceeded.