Generating 99 leads in the first month with a two-phased leasing strategy for Azure Development

Seasons by Azure, a premier built-to-rent (BTR) project located in Brookwater, Queensland, offers 68 two-storey terrace homes designed for long-term renters.

While the properties were ideal for families and professionals looking for secure, high-quality rental options, Seasons by Azure faced challenges in standing out in a competitive market and reaching its target audience. We came in to develop a digital advertising campaign that would drive brand awareness, generate leads, and ensure the successful leasing of the properties.

99 leads
Generated in the first month
9.37% conversion rate
On Facebook
17.02% CTR
On Google

The challenges?

Rental rate fluctuations complicating the project’s positioning
Navigating the holiday rental market during the Christmas period, traditionally a slow time for rentals
The project’s location in a predominantly owner-occupied area, making it more difficult to attract long-term renters
Competitors with similar offerings, such as other developments near the Brookwater Golf Course, presented added competition.

The solution: A staggered, two-phased acquisition strategy

We implemented a two-phased acquisition strategy to maximise visibility and engagement across Meta (Facebook and Instagram) and Google.

Phase 1: Whispers (Coming Soon)

The first phase focused on generating excitement and building anticipation for the launch of Seasons by Azure. A “coming soon” message was broadcast to tease the project, allowing Social Garden to build a pipeline of interested renters.
The call to action (CTA) of “Register Your Interest” set the stage for potential leads to be nurtured, before the official leasing launch.

Phase 2: Now Leasing

In the second phase, the campaign shifted to a direct leasing message, with a clear focus on promoting the availability of the properties.
The CTA became “Download Brochure,” giving prospective renters immediate access to detailed information about the homes. Transparent pricing and leasing details helped to drive further engagement and lead conversion.

A staggered,  two-phased acquisition strategy

A tailored approach to
audience targeting

Healthcare Professionals

Targeting employees of nearby medical centres who valued the short commute and work-life balance offered by the Brookwater location.

RAAF Base Workers

Located near Amberley, this audience of military personnel sought the stability of long-term rentals and convenience to work, aligning perfectly with Seasons by Azure’s offering of secure, low-maintenance living.

Young Professionals & Families

This group, particularly those priced out of purchasing in the area, was drawn to the high-end lifestyle features of the homes, such as wellness facilities and proximity to the Brookwater Golf Course.

Golf & Business Community

Another key target was members and visitors of Brookwater Golf Club, along with professionals working in nearby commercial areas. The leisure-driven lifestyle aspects of the development resonated with this audience.

What optimisations made impact?

A/B Testing

The landing page featured an A/B test comparing a static hero image against a video. The video variant performed slightly better, with a 5.94% conversion rate compared to the static image’s 5.91%. This insight helped ensure a seamless experience between ad creative and landing page, boosting overall engagement.

Pillar-Based Ad Sets

By creating specific ad sets for each of the four pillars decided upon (Security, Quality, Location, Move-In Ready), Social Garden ensured that the campaign resonated with each audience segment’s motivations, creating a more personalised and effective ad experience.

Outstanding performance and engagement

This campaign delivered strong result from the start. Over the course of four months, the campaign generated a total of 266 leads, positioning Seasons by Azure for long-term leasing success.

99 leads generated in the first month
9.37% conversion rate on Facebook, demonstrating high interest and intent
17.02% CTR on Google, cutting through a competitive landscape

“Working with Seasons by Azure has been a fantastic experience. Their high-end BTR offering in Queensland allowed us to craft a bespoke strategy that truly resonated with potential renters. Seeing our strategy come to life and achieve such strong results right from the start has been incredibly rewarding.”

— Kat Becher, Senior Account Manager

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