About the partnershipIndi is launching Sydney CBD’s first build-to-rent apartment complex. Social Garden’s develops and executes both organic content strategy and paid media campaigns across Meta platforms to drive brand awareness, educate the market about build-to-rent, and generate qualified leads for apartment leasing.
Industry: Property
Customer Type: B2C or C2C
Region: Australia
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leads generated in three months, with 410 in the first month alone
12.37%
conversion rate from our paid Meta campaign
4,495
seconds of watch time across organic Reels and video content
Challenge
Launching a new property brand and concept in a competitive market can be a daunting task, especially when introducing something as innovative as Build-to-Rent (BTR) in Sydney’s CBD. Indi, a fresh new player in the property market, sought to stand out in a landscape dominated by traditional ownership and rental models. Our challenge was twofold: building awareness around the Indi brand, while educating a new audience on the BTR concept, which is an unfamiliar idea to many Sydneysiders.
Solution
The Approach
Our approach centred on a blend of paid advertising and organic social campaigns. Over three months, we deployed a 360-degree marketing strategy that focused on both brand-building and lead generation, with the goal of creating a pipeline of prospects ready to lease at Indi.
Our strategy aimed to balance education with engagement, using paid ads and organic content to drive awareness and interest. The key elements of our approach included:
Our approach centred on a blend of paid advertising and organic social campaigns. Over three months, we deployed a 360-degree marketing strategy that focused on both brand-building and lead generation, with the goal of creating a pipeline of prospects ready to lease at Indi.
Our strategy aimed to balance education with engagement, using paid ads and organic content to drive awareness and interest. The key elements of our approach included:
- Paid Advertising (Meta only): We focused our efforts on Meta platforms (Facebook and Instagram) where our target audience, including international students and expats, are most active. A whispers campaign launched the “coming soon” teaser of Indi’s new venue in Sydney, aiming to build anticipation around the brand and the BTR concept.
- Organic Social Media: We created 12 organic posts per month across Instagram and Facebook, with a strong focus on video content and animations. The visuals showcased the Indi vibe, from apartment interiors to people enjoying the amenities, creating a sense of lifestyle that resonated with our audience.
- Educating on BTR: Since the BTR model was new to the market, we made it a priority to educate our audience. Content highlighted flexibility, freedom, and the benefits of renting in a BTR space to position Indi as a more modern, relaxed alternative to traditional rental offerings. We filmed people using dynamic spaces like the gym, pool, and coworking areas, and introduced product features like different apartment types and pricing.
How do Paid and Organic go hand in hand?
Running paid ads and organic content together helps amplify brand awareness and drive leads more effectively. Organic content builds trust and allows deeper audience engagement, while paid ads boost reach and generate immediate action.
When combined, they work in tandem; organic posts nurture relationships, and paid ads help push those posts out to a broader audience. This dual approach is especially effective for introducing new concepts like Build-to-Rent, helping to educate the market while driving interest and leads.
Brand identity
Indi’s previous agency struggled to capture the brand’s essence, failing to translate their vision into effective visual and messaging strategies. Our challenge was to create a compelling visual identity and narrative that could speak to the right audience, while positioning Indi as a fresh alternative in a market that’s slow to embrace the BTR model.
Indi’s previous agency struggled to capture the brand’s essence, failing to translate their vision into effective visual and messaging strategies. Our challenge was to create a compelling visual identity and narrative that could speak to the right audience, while positioning Indi as a fresh alternative in a market that’s slow to embrace the BTR model.
Data-driven creative
We undertook custom video production to showcase Indi’s unique offerings in a platform-fit way. The content highlighted not just the apartment interiors, but also the lifestyle that came with them: featuring community spaces, local neighbourhood venues, and a sense of freedom.
The tone established here resonated with our target audience who often look for rental properties they can personalise to help them feel at home, even when they’re far away from home.
We undertook custom video production to showcase Indi’s unique offerings in a platform-fit way. The content highlighted not just the apartment interiors, but also the lifestyle that came with them: featuring community spaces, local neighbourhood venues, and a sense of freedom.
The tone established here resonated with our target audience who often look for rental properties they can personalise to help them feel at home, even when they’re far away from home.
Continuous social optimisation
We optimised our lead capture pages by introducing progressive profiling, designed to streamline the lead-gathering process. By reducing the number of questions to just three, we maximised the amount of data we collected without deterring potential leads.
Over time, our content strategy shifted towards dynamic, high-retention formats — moving away from static images to short-form video, animations, and tenant-led storytelling. Our optimisations of Indi’s organic social channels were designed to enhance discoverability, engagement.
We also aligned Indi’s social media profiles with relevant keywords (e.g. “Build to Rent Sydney,” “luxury apartments for rent”) to improve searchability on both Google and platform-native search engines like Instagram.
We optimised our lead capture pages by introducing progressive profiling, designed to streamline the lead-gathering process. By reducing the number of questions to just three, we maximised the amount of data we collected without deterring potential leads.
Over time, our content strategy shifted towards dynamic, high-retention formats — moving away from static images to short-form video, animations, and tenant-led storytelling. Our optimisations of Indi’s organic social channels were designed to enhance discoverability, engagement.
We also aligned Indi’s social media profiles with relevant keywords (e.g. “Build to Rent Sydney,” “luxury apartments for rent”) to improve searchability on both Google and platform-native search engines like Instagram.
Results
“Hi-res video was at the heart of our strategy, using handheld techniques and authentic storytelling to pull back the curtain on the Indi lifestyle and experience – driving engagement, sparking curiosity, and making BTR feel like the obvious choice.”
Lauren Lucas
Marketing Strategist
Lauren Lucas
Marketing Strategist
“Social Garden have transformed our Social Media presence. They understood our brand and goals and created an in-depth content plan along with quality, engaging content. We’ve seen higher engagement rates and a steady increase in followers since they came on board. The whole team have been a pleasure to work with and we look forward to continuing on this journey with them.”
Shelbey Leite-Cunha
Digital Marketing Manager
Shelbey Leite-Cunha
Digital Marketing Manager
