At a gala dinner held at the JW Marriot Marquis Hotel in Dubai last evening, our client The Rest Nature Estate in Nelspruit won the 5* Award for BEST RESIDENTIAL DEVELOPMENT IN SOUTH AFRICA. This is the first time that a residential development in South Africa’s Lowveld region has won this top international award, qualifying it as a finalist in the forthcoming global awards featuring “the world’s best”.
Graham Associates, which prepared the aforementioned Best Residential Development entry, also won an award for DEVELOPMENT MARKETING, SOUTH AFRICA.
Secondlifestyle’s Alec Bates comments, “A very special thank you to Chris Graham and his team in London who, since day one, have played a major role in the rebranding and marketing of The Rest Nature Estate. It is mainly due to Chris’ efforts that we have won these two major accolades.”
Congratulations to all members of the team who have contributed to winning these awards.
The Rest Nature Estate: A Successful Turnaround
Having developed a justifiable reputation as the worst residential estate in the Lowveld (Transvaal) region after the developer finally went into administration, The Rest became 100% owned by Sanlam Ltd (one of South Africa’s largest listed financial groups). Determined to get the development back on track, extensive consultation was held with the disgruntled residents and owners. “Our objective is simple,” commented Development Director Greg Chalmers. “We aim to create the best and safest residential estate in the Nelspruit region.”
Sanlam appointed renowned residential community specialist Secondlifestyle as Development Manager, whose experience includes some of Africa’s leading residential estates such as Pecanwoood, Dainfern, La Camargue, Steenburg, Simola Golf and Country Estate and the multi award-winning Villas Valriche. In turn, Secondlifestlye compiled a team of leading consultants to review, consult, advise upon and oversee the future development of the estate. Graham Associates was brought in to manage the branding, repositioning and marketing strategy.
Following a major rebrand, extensive facilities and security upgrades and the introduction of a range of attractive new home designs, The Rest was relaunched with a regional campaign involving a mix of advertising, events, billboards, direct mail, social media, sponsorships and PR.
Over the ensuing months, the marketing campaign communicated lifestyle and investment messages reflecting the significant improvements at The Rest, which successfully transformed the widespread negative perceptions about the estate among buyers. The Rest soon became the preferred choice in the region, as demonstrated by the unparalleled sales levels achieved over the following 2.5 years:
• Phase 1 – 100% sold out (400 units).
• Phase 2a – 85% of all new released units sold.
Indeed whilst other residential estates in the region were struggling to find buyers, a staggering 70% all Phase 2a plots had been sold within only 10 weeks of release – the highest number of sales achieved within such a short timeframe across the entire Lowveld region, completely bucking the negative economic trend.
Today The Rest is universally regarded as the #1 residential estate in the region – now further confirmed by this prestigious 5* award. “Considering where the development was 4 years ago, it is truly a magnificent achievement to have made The Rest the Best Residential Development in South Africa,” comments Sanlam’s Project Director Leon Bouwer.
