How we contributed 20% of sales for Nine Wilson Ave

We worked in partnership with Neometro to acquire a pipeline of sales-ready leads and support the successful launch of Nine Wilson Ave, a new collection of apartments in the heart of Brunswick.

Neometro is a renowned boutique architect developer, which over a span of three decades has developed a track record in delivering premium residential projects with architecture and considered design at the core. It is also certified as a B Corporation company, ensuring socially responsible projects that are designed to support wellbeing for their inhabitants.

Services

• Advertising
• Conversion Rate Optimisation
• Creative

Get to know the campaign 

The Garden supported Neometro through the release of the Nine Wilson Ave development with an advertising campaign focused on search and social channels. The aim was to deliver a pipeline of SMS verified, sales qualified leads.

Our partnership extended beyond lead generation, to support Neometro from a sales and marketing perspective, implementing a CRM and marketing automation platform to create a seamless communications and sales strategy.

Through the campaign, we aimed to:

1. Maximise the pipeline efficiency of sales enquiries through prospects already aware of the Neometro brand.
2. Drive enquiry and build out audiences who were not yet familiar with the project and brand.
3. Provide a rich testing ground for messaging and creative executions.
4. Generate data-driven insights which the Neometro team could utilise through the wider and future marketing strategy.

How we generated sales ready leads 

In order to generate leads pre launch, our team worked on tracking the whole customer journey. We narrowed down the considerations in each phase and cutomised the messaging to resonate with the consumer needs.

We established a unique messaging strategy for each phase of the project starting from a launch teaser through to now selling. Throughout this process we closely monitored the changes in the property market to support Nine Wilson Ave’s timeline. Our team worked closely with the client to ensure that product types, messaging and stock availability were reflected accurately and effectively to audiences.

How did we implement this strategy? 

The Garden implemented LeadTech to support this campaign – comprising Facebook and Instagram advertising alongside a SEM campaign. Through socials, we used carousel posts, stories and newsfeed replacements to test a variety of creative executions.

This not only converted active prospects but also increased brand awareness with the target audience groups, which led to an increase in brand search on Google allowing us to tap into a wider prospecting pool for lead acquisition.

In our SEM campaign, branded and non-branded search helped us actively capture high intent prospects. Through our data capture strategy, we could better identify and understand where these prospects were in their buying journey. This allowed us to customise marketing messages across platforms, ensuring that the positioning and creative execution was tailored to each audience, in each channel, appropriate to the right stage of the purchase funnel.

Results and Insights snapshot 

Over 20% of Nine Wilson Ave Sales driven by LeadTech

The team 

Danielle Skittrall – Head of Property
Santiago Garcia – Campaign Manager