The key to The Block Sky High sales marketing pitches are size and lifestyle: John McGrath

The Block Sky High contestants were asked to sell their homes in a marketing ad, with estate agent John McGrath analysing their sales technique.

John McGrath emphasises the importance of differentiating your apartment or home from what else is on the market and to emphasise the lifestyle on offer.

Alisa and Lysandra on level one described the apartment complex as being a Melbourne “landmark” and emphasised the latest and high quality features they’ve installed including carbonated water on tap and a double integrated fridge.

The girls used the terms “luxury, sophistication and hard work” throughout their sales pitch.

John McGrath said the sisters sold the lifestyle of South Melbourne well.

“It doesn’t matter to the buyer how much effort and hard work has been put into the apartment, you just have to sell them on the lifestyle,” says McGrath.

McGrath says Alisa and Lysandra’s marketing ad was more directed at the baby boomer market.

Matt and Kim on level two say their apartment encapsulates a balance of measured artistic design, opulent lifestyle living and penthouse quality finishes without the price tag.

McGrath says the movement of the ad was good, as the video took the viewers through the apartment.

McGrath says the upbeat music made Matt and Kim’s ad target the young professional market.

Bec and George on level three differentiated their apartment from the others by saying it had under floor heating in every room.

McGrath liked the lifestyle element of the pitch and the fact that they differentiated themselves by saying what their apartment has that the others don’t.

McGrath says this was a smart move and awarded Bec and George the winners of the challenge.

Madi and Jarrod on level four emphasised the term “sub-penthouse” throughout their marketing video and the size of the apartment at 220 square metres.

They also emphasised the locality, including the South Melbourne markets.

“I loved the fact that you started out in the markets and emphasised the lifestyle.

“It’s a big part of The Block and what we’re selling,” says McGrath.

McGrath says the size of the apartments is a key selling point as very few apartments in Australia are 220 square metres internally or above.

Trixie and Johnno differentiated their apartment by being the only level to raise all the door heights.

McGrath says their emphasis on the location was good, however would like to have heard the penthouse feature earlier.

You can watch the team's ads here.