A centre of excellence for a master brand in a cold market

In a cold property market, buyers slow down and consideration windows stretch past twelve months. Frasers Property asked a hard question: how do you carry the master brand's value credentials into every project-level interaction? The Garden's answer was a portfolio-wide organic content system built to scale.

Client: Frasers Property Australia
Industry: Property
Solutions: Creative & Content
Services: Content Marketing, Video Marketing, Social Media Marketing
Region: Australia

Projects delivered to date

8

Content format templates

150

Assets posted and counting

400+

The challenge

Longer timeframes to purchase mean evolving information needs, and customers with more touchpoints convert at higher rates. Representing a master brand across consumer-facing projects raised three problems at once: creating economies of scale in content production, keeping brand consistency while capturing each project’s unique identity, and serving projects at completely different lifecycle stages, from masterplanned communities with buyers at every phase simultaneously to medium-density clusters needing maximum hype pre-market.

Our solution

We created a centre of excellence for Frasers’ six Victorian projects: a thinking tank of The Garden’s key people with Frasers’ project managers and community managers, built to understand each local market and keep strategy aligned while delivery stayed personal to every project.

An evergreen content hub put a fleet of assets behind the roadmap: flexible copy and design templates, long-form video recut into social formats for YouTube, web and EDM, and earlier assets refreshed to the new standard. Sprint timelines kept the rollout controlled regardless of project stage, and quarterly retrospectives on top of monthly reporting kept the whole system improving, with every project benchmarked against the others.

The results

Eight projects delivered to date, 150 content format templates and more than 400 assets posted and counting, with new Frasers projects able to join the system quickly, as Queensland and national projects already have. Organic and paid now learn from each other under one roof, building the trusted communities today that become the buyers of tomorrow.

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