Coronation Property’s Mason and Main project needed sales-ready leads before proceeding to construction to ensure there was demand.
When marketing an off-the-plan apartment project to potential buyers, communicating the brand vision and establishing trust upfront is essential. For Mason & Main, we went to market with a clear strategy to build a qualified database and kick-start the sales process for this award-winning precinct.
Our goals were:
- To leverage a multi channel approach to acquire high intent leads.
- To capture Google and Facebook leads, and direct them to a unique LCP designed to control the conversion ecosystem and qualify prospects coming through
Our marketing strategy leveraged the excellent reputations of Coronation Property and Woods Bagot (the project architects), as well as the prime location of the development and extensive product range offered in the precinct.
As with all off-the-plan projects, the early marketing efforts relied heavily on computer-generated imagery (CGI) and compelling positional copy. Conveying the different pillars of the brand and precinct vision to potential customers was key to the campaign’s success.
We had to target the audience and optimise our marketing efforts based on the precinct’s offering, which was:
- Apartments ranging in size from studios to 3 bedrooms
- Prices ranging from $400,000 to $1,000,000
- Leads delivered to date
- Profiling rate
- Overall conversion rate
- Social media marketing