Building buzz for Bradmill Yarraville before a price existed

Frasers Property Australia's Bradmill project brings apartments and townhomes to Yarraville's heritage heart. The Garden was tasked with sparking interest before the official unveiling: building a solid prospect database and attracting quality leads inside a tight six-month lead-up to the late-2023 sales launch.

Client: Frasers Property Australia
Industry: Property
Solutions: Media & Performance
Services: Lead Generation, CRO, Facebook Ads
Region: Australia

New high quality leads generated in the first month

150

Ad campaign conversion rate in the first month

17.44%

Profiling rate for leads in the first month

69.33%

The challenge

Launching without a starting price is launching without the single fact most buyers ask for first. The campaign had to tease the brand and development sneak-peek style, balance limited information against market uncertainty, and still fill the database with genuinely interested buyers before the sales launch.

Our solution

We harnessed Meta and Google for an early lead generation push, taking a storytelling approach: unveiling Bradmill’s narrative in stages, synced to key moments like the sales office opening and retail launch, so anticipation built to a crescendo at the right times.

Spending stayed smart, starting modest and scaling with response. Targeting was laser-focused on the local owner-occupier market in Maribyrnong and Hobson’s Bay, from first-home buyers to upsizers, with Meta’s dynamic retargeting and Google Search capturing high-intent prospects. A/B testing on Meta found males made up 73% of the audience at a significantly lower cost per lead, and a strategic targeting pivot amplified the campaign’s efficiency with no creative changes at all.

The results

The first month delivered 150 new high quality leads at a 17.44% ad campaign conversion rate, with 69.33% of leads profiled: a prospect database building well ahead of the sales launch, for a project yet to reveal its pricing.

From the team

This has been my highest performing campaign to date! Especially with a project that's in it's inception, it's been amazing to see the response we've generated so far. Our aim of the game will be to continue to see high metrics and optimise as we enter the next stage of the project.