Loam House, Sandringham.
A staged release of house-sized apartments in bayside Melbourne. Lead generation and creative for Auyin Property Developments.
House-sized apartments, in a final release.
Loam House sits in Sandringham, on the bay south east of Melbourne. The apartments are house-sized, and that is the whole proposition: the developer built them for buyers downsizing from a large family home, who want the space of a house without keeping one.
- iClient: Auyin Property Developments
- iiMarket: Sandringham, bayside Melbourne, Victoria
- iiiProject: Loam House, a staged residential development of house-sized apartments, now in its final release
- ivObjective: qualified, profiled enquiries for the developer's sales team
A slow decision asked to move at the speed of an ad.
An apartment at this size and price is not chosen from a feed. The buyer looks, leaves, talks to a partner, watches the market and comes back months later. A campaign judged on how quickly someone fills in a form is judged on the wrong thing, and a campaign that only counts forms hands the sales team a list of names with nothing attached to them.
There was a second constraint. A staged release is not a launch weekend. Demand has to be generated again for each release, to a local audience each time, without wearing the same audience out. And the page the campaign pointed at was a hosted page builder: it set the ceiling on how fast the page loaded, how it read on a phone, and how much of the developer's own render library it could carry.
Ask for one small step, then qualify.
The first ask is deliberately small: the brochure. A buyer who is months from a decision will take a brochure, and will not book an inspection. Making the brochure the offer keeps the top of the campaign wide, and it means the buyer arrives on their own terms rather than being pushed into a conversation they are not ready for.
Qualification then happens after the enquiry, not instead of it. Once the brochure is on its way, the same buyer is asked a short set of questions about what they are looking for. Answering is optional, so a buyer who stops is still a lead. A buyer who continues arrives at the sales team already described: what kind of buyer they are, when they intend to move, how many bedrooms, what they are prepared to spend, and whether they want to see the display suite.
Everything after that is a measurement problem rather than a creative one. Paid media, the page and the enquiry are read together so that a weak result is attributed to the part that caused it, and one thing is changed at a time.
What was built.
The lead page asks for name, email, phone and postcode against the brochure download. The profile page adds buyer type, timeframe, bedrooms, budget and display suite interest. The booking page opens the agent's own calendar. Profiled leads pass into the CRM the developer's sales team already works in, so nobody has to be trained onto a new system to receive them.
- iPaid media on Meta and Google, including YouTube video
- iiA three-page lead page system: lead page, profile page, booking page
- iiiRetargeting across the campaign
- ivProfiled leads passed to the developer's sales team through their own CRM
- vA creative testing framework building candidate creatives from the developer's source renders
- viA rebuild of the lead page on a static, fluid-responsive stack, built from the developer's render library and brand guidelines and handed over for the developer to release
- viiMonthly performance reporting, with an appendix tracing every figure to where it was read
What the record holds.
The engagement produced a record rather than a highlight reel. The campaign kept a lead and profiling record. Monthly reporting went to the developer. A public page-speed tool measured the existing lead page against the rebuilt one. The creative testing framework produced its candidate creatives.
Client figures appear on this site with the client's agreement, and each one is checked against the report it was read from.
Where this project sits.
- P.Practice: Lead Generation and Content & Creative
- I.Industry: Property Development
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