Building buzz for Bradmill Yarraville before a price existed

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.

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 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.