Educating a market on build-to-rent, then leasing it

Indi is launching Sydney CBD's first build-to-rent apartment complex, a concept most of the market had never heard of. The Garden runs both the organic content strategy and the paid Meta campaigns: building awareness, educating on build-to-rent, and generating qualified leasing leads.

Client: Indi
Industry: Property
Solutions: Media & Performance
Services: Video Marketing, Facebook Ads, Google Ads
Customer type: B2C
Region: Australia

Leads in three months, 410 in the first month alone

980

Conversion rate from the paid Meta campaign

12.37%

Seconds of watch time across organic Reels and video

4,495

The challenge

Build-to-rent was new to the Sydney market, so the campaign had to educate before it could convert: positioning renting in a BTR space, its flexibility, freedom and amenity, as a modern alternative to traditional rentals, while reaching the international students and expats most likely to lease.

Our solution

Paid advertising focused on Meta, where the target audience is most active, opening with a whispers campaign teasing the coming-soon venue to build anticipation for both the brand and the BTR concept. Organic ran 12 posts a month across Instagram and Facebook, video-first: apartment interiors, people enjoying the gym, pool and coworking spaces, apartment types and pricing, selling the Indi lifestyle as much as the product.

The two worked in tandem, organic content building trust and nurturing relationships while paid ads amplified reach and drove immediate action, exactly the combination a brand-new concept needs.

The results

The launch generated 980 leads in three months, 410 in the first month alone, with the paid Meta campaign converting at 12.37% and organic Reels and video racking up 4,495 seconds of watch time: a market educated and a leasing pipeline filled at once.

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