The Gracewood, Kellyville
Research, Strategy, Marketing, Sales

Baptist Community Services NSW & ACT, now BaptistCare, wished to develop a lifestyle retirement village which would be in keeping with the needs and expectations of the baby boomers entering the retirement living market. At the same time they wanted to establish credibility and trust for this new entity by drawing on their reputation and experience as a provider of both accommodation and care. In 2009 Marketability was engaged to research, brand and position the new community in Kellyville, nestled within the Cumberland State Forest and we’ve been working together ever since.

On 27 September 2018 we launched the third and final stage of The Gracewood Community to VIPs. We had a great day celebrating this milestone and we’re pleased to say that feedback from VIPs was overwhelmingly positive in regards to the apartment design and community offering.

Since the event our sales manager, Alison, has taken deposits on 32 apartments in a matter of weeks with an incredible conversion from appointment to deposit.

About the development:

  • Located in Kellyville, NSW
  • Over $200M development
  • Multi-story independent living comprising of over 220 1, 2 and 3 bedroom apartments
  • Prices ranging from $530,000 – $1,195,000
  • 128 bed aged care service on site

What we did:

  • Strategic research and consultancy
  • Direct marketing and lead generation
  • Marketing collateral and sales suite
  • Property sales and CRM management
  • Brand redesign and communication
  • Integrated marketing campaign strategy and implementation
  • Full sales & marketing partnership since 2009


  • Project managed the selling out of stage 1 (73 units)
  • Sold 80% of stage 2 in 8 months
  • Sold 100% of stage 2 in less than 19 months (80 units)
  • Generated over 2,500 leads for what was considered a difficult to sell development
  • Winner UDIA Awards for Excellence 2014
  • 32 apartments from stage 3 sold within a few weeks of launch with an incredible conversion from appointment to deposit.

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