The official launch of Dimensions by Mirvac unlocks a new realm of customer experience where loyalty to Mirvac is recognised and rewarded. It’s our way of saying thank you with a range of privileges and rewards, for you and your family.  

Mirvac customer Lavender Tsim is loyal to a fault. She has never once deviated from a life-long custom of buying Mirvac, and only Mirvac, property acquiring eight apartments over the years and encouraging her friends to do likewise. It is for loyal customers like Lavender, their families, and those beginning their relationship with Mirvac, that Dimensions Mirvac Residential Loyalty was launched last year, recognising and rewarding customers in a way that offers real and enduring value. The loyalty program is Mirvac’s way of saying thank you, with a range of privileges and rewards that express our gratitude in a genuine and meaningful way.  

Lisa Taylor, Mirvac General Manager of Sales & Marketing, explains that Dimensions has been designed to reward, rather than create loyalty, distinguishing it from other programs that cannot claim the high level of customer loyalty that Mirvac has enjoyed over more than five decades.  

“The loyalty to Mirvac has always existed and Dimensions has been tailored to recognise this and thank our customers,” says Ms Taylor. “We have always sought to repay that loyalty by remaining true to our promise of quality in everything we do, from design excellence to construction and customer experience.  

“That relationship of trust comes to the fore whenever we launch a new project. Typically, at new apartment project launches, 30 per cent of customers are Mirvac loyalists, people who know and love our product.  

“On unique legacy projects such as Harbourside Residences on the Sydney waterfront, 40 per cent of buyers were repeat customers, some we have known for more than 30 years.  

“At Riverlands by Mirvac in Milperra 90 per cent of buyers in the first release of homes were returning customers, an astounding vote of trust that reflects our commitment to delivering the best in every market.”  

Ms Taylor says consistency in the quality of apartments and neighbourhoods is central to Mirvac’s relationship with customers, the trust and faith that underpins their loyalty.  

“The customer experience is everything,” says Ms Taylor. “It begins in our display galleries and continues through the sales process to the care we extend before and after settlement.”  

Australians are ready adopters of loyalty programs, with surveys showing that 90 per cent of the adult population is signed up to at least 10 programs. Who doesn’t want a discount on their grocery shop, free flights and upgrades, a complimentary coffee?  Buying property falls into a different category; it is less transactional for starters and involves a much more substantial outlay. It is not a daily, weekly or even yearly occurrence for most, and while some customers may own a significant number of Mirvac properties, most people will be active in the market only occasionally.  

Designing a loyalty program relevant to the wide diversity of Mirvac’s residential customers required a deep dive into data that challenged several assumptions about purchasing behaviour.  

There is no “typical” Mirvac residential customer however the most frequent purchasers fall into three main categories. There are the Mirvac collectors who purchase in the first stage of almost every new project; estate upgraders who have outgrown the home they bought as first home buyers and are in a position to acquire something larger; and tower hoppers most often seen in staged legacy projects such as Yarra’s Edge on the riverfront in Melbourne or earlier projects such as Pacific Place in Chatswood.  

In its final design, Dimensions Mirvac Residential Loyalty unlocks an enhanced customer experience while opening the door to a range of rewards and privileges, such as optional upgrades. But its most significant benefit, highly valued by customers, is priority access to new releases or stages within a project.  

“We looked into a lot of loyalty programs before setting up Dimensions,” says Ms Taylor. “Many rewards programs are very transactional whereas we were interested in a more holistic experiential program.  

“Even ahead of incentives and upgrade offers, the real benefit that Dimensions offers is the ability to be among the first to purchase, a privilege that is also extended to family members*.  

“It gives our most loyal customers the best chance to select their preferred apartment or lot, the ones that are usually the quickest to sell. Everyone has a preference when it comes to aspect and outlook so priority to purchase can be the best way to avoid disappointment.”  

Ms Taylor said Dimensions would continue to grow and evolve, adapting to customer preferences and building upon partner relationships.  

“This is really just the start of the Dimensions journey and we look forward to expanding it while working every day to earn our customers’ trust and loyalty.”