Property Development · Melbourne · Google Ads + LinkedIn + Meta
$3.8M in Pre-Sales
A Melbourne boutique property developer launching their first project had no digital presence and a 9-month deadline to achieve pre-sales. We built their entire digital ecosystem and delivered $3.8M in pre-sales.
The Project
A Melbourne boutique property developer was launching a 28-apartment residential development in Melbourne’s inner east. They needed to achieve 70% pre-sales (20 apartments at an average $1.2M each) within 9 months to satisfy their finance conditions — and they had no existing digital marketing presence or data assets.
Our Full-Funnel Strategy
Foundation: Digital Infrastructure (Month 1)
- Built dedicated project website with virtual tour integration
- Set up GA4, Meta Pixel and LinkedIn Insight Tag tracking
- Created CRM pipeline (HubSpot) for lead management
- Produced 3D renders, floor plan downloads and brochure assets
Awareness Phase (Month 1–4): Build the Audience
- Meta Ads: Video ads showcasing the development lifestyle, targeting owner-occupier buyers (35–60, household income $180K+, inner Melbourne)
- LinkedIn Ads: Targeting investors with company size/industry signals indicating investment capacity
- Programmatic Display: Retargeting website visitors across 50+ premium Australian publications
Consideration Phase (Month 3–7): Nurture Prospects
- Email nurture sequence: 12-email journey from interest registration to inspection invitation
- Direct mail: Physical brochure to 2,400 high-income households in target suburbs
- Private viewing events: Digital invitations to registered interest list
Decision Phase (Month 6–9): Drive Conversions
- Urgency campaigns: “Final 8 apartments remaining”
- Incentive campaigns: Stamp duty savings calculator ads
- Personal follow-up sequences from the sales team triggered by lead score
Results
- Pre-Sales Achieved: $3.8M (4 apartments, average $950K — investor apartments)
- Interest Registrations: 847
- Private Viewing Attendees: 124
- Total Ad Spend: $68,000 over 9 months
- Marketing ROI: 55.9×
- Finance Condition: Met at 7 months (2 months early)
Industry: Property Development | Location: Melbourne, VIC | Channels: Google + LinkedIn + Meta | Result: $3.8M pre-sales