How we filled the sales pipeline for Harmony: the 2023 UDIA National Project of the Year
When AVID Property Group geared up to launch their flagship community on the Sunshine Coast, they wanted a long-term partner to drive their lead generation efforts. Fast forward to today, and we’re thrilled to have been that partner, delivering solid results since day one.
Our mission: connect with a wide array of potential buyers and support them from the first spark of interest all the way to making a purchase. At the heart of our collaboration has been a seamless partnership with the AVID team, working together to generate a high volume of high quality leads.
By tapping into existing sales data, we tailored our advertising strategies and rolled out an engaging campaign to boost the quality of enquiries and guide leads through to sale. Key to our approach were custom lead capture pages, fine-tuned for peak performance, and a detailed nurture plan that provided potential buyers with all the info they needed, making it easy for them to book appointments.
Our deep dive into market trends and consumer behaviors gave the sales team the edge they needed, ensuring a smooth and successful buying experience. This strategy didn't just aim to create a strong lead database; it also set us on a path to hit our objective of 60 high-intent leads a month, ushering in a period of strong growth for Harmony by AVID Property Group.
Meet prospects where they’re at
Our multi-channel strategy included Meta for broad reach and Google for capturing high intent leads, complemented by purpose-built landing pages. This resulted in a better user experience and more precise data capture. With continued analysis and experimentation, we were able to achieve our targets while evolving with market and consumer trends.
Our post-conversion strategy integrated seamlessly with sales and marketing. We employed a nurture series and profiling to convert leads into sales. Meanwhile at the top of funnel, we leveraged YouTube and GDN to build awareness and deliver a holistic experience, expanding our prospecting pool. This ensured Harmony stood out as the preferred choice for buyers.
An adaptable approach to optimisation
Regular optimisations and creative refreshes were implemented to improve campaign performance and deliver valuable insights. Our approach was tailored specifically to first home buyers, our largest audience. This was further supported by AVID’s brand message around community and placemaking to help differentiate Harmony from competitors.
Some of the tests that moved the needle the most included adding image extensions to the Google ads, streamlining the landing page, leveraging social proof and identifying the KSPs that best support decision-making.
These created a win-win, not only improving campaign performance but deepening our understanding of our audience.
Delivering meaningful results
We’re proud of the results we delivered to help drive the evolution of Harmony as an established and award-winning masterplanned community.
71%
Average profiling rate
47%
Timeframe to purchase within 3 months
24%
Finance approved
“Playing an active role in the success of Harmony’s campaign across all stages of the funnel has been immensely rewarding. The Social Garden team are proud to work on a community that embodies all of the core AVID values. The collective learning that has come from bringing the project up from inception to now is a huge milestone for both teams.”
— Sarah Kelland Account Director
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