Attracting metro downsizers to a semi-rural retirement resort

Attract a discerning mix of local and metropolitan downsizers to large, meticulously designed villas, from a location most metro buyers had never considered. Low brand awareness meant the campaign had to establish La Dimora as a retirement destination before it could sell one, while every lead needed profiling depth the sales team could act on.

A dual-fronted campaign combined Google Search, with localised geo-targeting and Victoria-wide keyword strategies, and Facebook’s reach across regional and metropolitan hotspots. Every enquirer was directed to a profiling page after submitting interest, arming the La Dimora sales and marketing team for effective nurturing, and Bing and the Google Display Network joined as the campaign matured, capturing untapped audiences and keeping La Dimora top of mind.

Optimisation carried the campaign: messaging refined to clearly position La Dimora as a retirement destination, stunning drone imagery of Hidden Valley in feed ads, resort-style amenities like the 18-hole golf course amplified to lift Facebook conversions, and the Bing expansion with meticulous keyword optimisation catapulting high-intent search leads 350% month on month.

The first three months delivered 264 leads at a 74% profiling rate; by month six the campaign had reached 330 leads at a $150 cost per lead with profiling at 78%, connecting metropolitan Melbourne to Hidden Valley’s rustic charm, one qualified downsizer at a time.