Miles Residences
by KTQ Group

Whisper Stage

During the whisper stage, the focus was on creating anticipation around Miles Residences. Prospective buyers were given the opportunity to register for more information, thereby entering a drip campaign. This initial phase of real estate sales campaigns for new developments showcased key selling points, while the property development marketing efforts were supported by personalized messaging that highlighted the project’s unique features. Additionally, a carefully planned CRM strategy was implemented to segment buyers and tailor subsequent communications.

Over a six-week period, Social Garden utilized first-party data—sourced via an exclusive partnership with third-party property portals—to target local downsizers and interstate lifestyle investors. This approach, which combined lead nurturing best practices with data-driven advertising, generated more than 250 enquiries during this early stage.

This stage of the strategy was extremely effective and generated more than 250 enquiries across the 6-week period.

Pre-Release Stage

Once the display suite was ready, the campaign moved into the pre-release phase, spanning a four-week period leading up to the launch. In this phase, Social Garden continued real estate sales campaigns for new developments by driving qualified leads to schedule VIP appointments. The strategy focused on property development marketing through targeted digital advertising, and a dedicated landing page allowed prospects to profile themselves and request sales appointments. The integrated CRM strategy and lead nurturing system were critical here, ensuring that personalized follow-up communications helped convert interest into appointments.

Hundreds of prospective buyers requested appointments during this phase, proving the effectiveness of the campaign and its alignment with both property development marketing and a strong CRM strategy. This stage solidified buyer interest and set the stage for a successful launch.

On-Market Stage

With the groundwork laid during the whisper and pre-release stages, the on-market phase delivered a remarkable launch for Miles Residences. The campaign’s real estate sales campaigns for new developments had already built significant momentum. Major news outlets covered the launch, and sales soared, with the project reaching over 85% sold before the official launch.

The success of this phase was also bolstered by an advanced CRM strategy and comprehensive lead nurturing. Social Garden implemented an email and SMS nurture campaign featuring 10 key touchpoints, which effectively communicated the project’s selling points. The messages—designed to mimic personalized communications from sales agents—ensured continuous engagement and further qualified leads. By combining these efforts with robust property development marketing, the campaign generated over 800 appointment/call-back requests.

“Social Garden helped us to develop the digital marketing strategy for Miles Residences. Their team managed lead generation, CRM and lead nurture. The CRM made it easy for us to manage our sales pipeline effectively. The marketing analytics, and specifically the cost-per-sale reporting they implemented, was critical in driving our advertising investment strategy. Social Garden’s digital advertising and lead generation played a key role in the success of the project. I’m looking forward to working with George and the team on future projects.”

Tim Keenan, Keenan & Co.