LOVR x MAKR · ARLO Burleigh, coming soon
The coming soon journey.
A coming soon journey runs before there is anything to answer with. It does three things and nothing else: builds the list before the campaign, gathers each registrant’s brief while there is time to use it, and earns the right to the launch email. Everything held back is held back on purpose, and being early is the reason to be on the list. No pricing, no plans and no availability are needed for any of it to send.
Within a minute
You are on the list. Confirms the registration and sets the promise: first look, before the market. A text message goes with it.
Day three
The place. The street, the suburb, why the site. Nothing to sell yet, so it says where and why.
Day seven
The thirty second brief. Size, use, timeline, own business or portfolio. The data layer, gathered while there is time to use it.
As they happen
The milestone note. Approval, renders signed off, a ground plane tenancy. One fact per send, fired against whatever actually lands.
Launch day
First look, as promised. Plans, sizes, pricing and the call. Goes out sorted by what each registrant told us.
The emails.
Shown at reduced size, in send order. Click any email to read it in full. The dashed markers are personalised fields, and on the milestone note they are the two lines the sender fills on the day.
Within a minute
You are on the list
Confirms the registration and sets the promise: first look, before the market. What ARLO is, in three lines, and nothing it cannot yet show.
Subject: ARLO, YOU ARE ON THE LIST
Burleigh, and a workplace address that does not exist yet.
|
|
|
You are
on the list
|
|
|
Hello First name,
You are on the ARLO list, which means you see this one before the market does.
ARLO is a workplace address for Burleigh Heads. Strata office suites at 40 Kortum Drive, held above a ground plane of retail, hospitality and wellness set around a landscaped courtyard. Designed in collaboration with ByCulprit, developed by MAKR.
We are not ready to show you suites or pricing yet. When we are, you will have them before they are advertised, and that is the whole point of this list.
If you would rather talk than wait, reply to this email and it comes straight to us. |
|
|
| Reply to this email and one of us picks it up. |
|
|
|
Click to view the full email
Day three
The place
Burleigh first, then the suites, then everything under them. The empty conventional office is the foil; the suites are the answer.
Subject: ARLO, BURLEIGH SLOWS PEOPLE DOWN
A different kind of workplace address.
|
|
|
|
Burleigh slows
people down
|
|
|
First name, Burleigh has a way of slowing people down.
ARLO is built to work the same way. The conventional office, uniform and built for volume over experience, is steadily losing its hold, and a growing share of it now sits empty. What businesses want in its place is harder to come by. Space that brings in light and air, opens onto landscape, and treats wellbeing as part of the working day rather than an afterthought.
That is what the suites at 40 Kortum Drive are for. Everything underneath them, the retail, the hospitality, the wellness, the courtyard, is what makes the working day up there worth having. Your staff walk down to it. Your clients meet you in it. None of it is a drive away.
On the Gold Coast, where lifestyle has long shaped the way people choose to work, it is a question Burleigh was always going to ask first. |
|
|
| Reply anytime. This inbox is monitored. |
|
|
|
Click to view the full email
Day seven
The thirty second brief
Team size, what the workspace has to do, own business or portfolio, and timeline. Gathered now so the launch email goes out already sorted.
Subject: ARLO, THIRTY SECONDS BUYS A HEAD START
Tell us what the workspace has to do.
|
|
|
|
Thirty seconds
buys a head start
|
|
|
First name, when ARLO opens, suites get matched to the businesses going into them rather than handed out in order of enquiry.
Which means the most useful thing you can give us now is short.
The size of your team. What the workspace actually has to do. Whether it is for your own business or your portfolio. And when you would want to be in.
Thirty seconds today, and on the day we release plans and pricing you get the suites that fit rather than the whole floor plate. |
|
|
| Or reply to this email with it in your own words. |
|
|
|
Click to view the full email
As they happen
The milestone note
A template that fires against whatever lands: approval, renders signed off, a ground plane tenancy. One fact, one paragraph, nothing to do.
Subject: ARLO, The milestone
One line on where it is up to.
|
|
|
|
A short one
|
|
|
First name, a short one.
The fact. One paragraph: what happened, when, and what it means for someone waiting
Nothing to do at your end. You are on the list, and when there is something to see you will see it first. |
|
|
| Reply anytime. |
|
|
|
Click to view the full email
Launch day
First look, as promised
Plans, sizes, pricing and the call, released to the list before the campaign runs. The one line on availability is written on the day.
Subject: ARLO, FIRST LOOK
Suites, plans and pricing. Before the campaign.
|
|
|
|
First look,
as promised
|
|
|
First name, this is the one you joined the list for.
ARLO is open. The suite plans, the sizes, the specification and the price list are all in the pack below, and they are with you before the campaign runs.
One line on what is available, written on the day
If something in there fits, tell us and we will hold it while you take a proper look. Consultant will call you either way. |
|
|
| Or call Consultant on Phone number. |
|
|
|
Click to view the full email
The milestone note, worked.
The fourth email is a template that fires more than once. Three examples of the fact paragraph, written in advance for the milestones most likely to land first. None of them has happened yet: on the day one does, the sender fills the two lines and sends.
DA lodgedThe development application for 40 Kortum Drive has been lodged. That is the step that turns a site into a project, and it puts a date on everything that follows.
Renders signed offThe ARLO renders are finished. We are holding them for the launch pack rather than releasing them one at a time, so the first proper look at the precinct is the one you get.
Ground plane leasingTenant type has taken a tenancy on the ground plane at ARLO. Every one of those makes the working day upstairs better, which is the whole argument for the building.
The text messages.
Two texts support the emails: one with the first email, one with the thirty second brief. Both come from a monitored number a registrant can simply reply to.
With the first email
First name, thank you, you are on the ARLO list for 40 Kortum Drive, Burleigh Heads. You will see suites and pricing before they are advertised. Reply anytime, this number is monitored.
With the thirty second brief
First name, quick one from ARLO. How much space are you looking for: 50 to 80 m2, 80 to 120 m2, or 120 m2 and over? Reply 1, 2 or 3.
The destination
The ARLO register page.
One page. The address, a few lines of character, the loop from Ken’s Burleigh footage, the location map and the form. No pricing, no plans, no availability and no completion date. The form is the data layer: everything after the phone number is optional, and the tags it stamps are what make the launch email sortable.
Open the register page
A note on what you are seeing. Every email opens on its own loop cut from the ads footage, Ken’s Burleigh clips and Skye’s, a different scene on each, and the register page carries the sunrise. The second text and the form now ask for the space wanted in your brackets of 19 October. The milestone note is a template: the two dashed lines are what the sender fills on the day. Copy is the working draft. Under every email and the text there is a note box. Type anything you would still change and it comes straight to Nath.
