Marketing automation at scale for 12 over-50s communities

Ingenia Lifestyle develops and operates over-50s lifestyle communities across Australia's east coast, where long consideration cycles and multiple community offerings demand accurate data and personalised communication at scale. The Garden rebuilt its marketing automation to deliver exactly that.

Client: Ingenia Lifestyle
Industry: Property
Solutions: Marketing Technology
Services: Marketing Automation, CRM, Integrations
Customer type: B2C
Region: Australia

In combined pipeline value influenced by nurture email engagement

$500K+

Opportunities influenced through nurture email clicks

130+

Open rate on the re-engagement campaign

47.91%

Click rate on the re-engagement campaign

4.93%

The challenge

Discovery sessions with Ingenia’s stakeholders surfaced the real constraints: CRM limitations, data quality issues, compliance requirements and the need for personalisation across many communities at once. The existing ClickDimensions and Microsoft Dynamics 365 setup needed clear segmentation logic and cleaner data before automation could scale, and dormant leads represented value nobody could reliably reach.

Our solution

We designed a phased CRM and marketing automation framework centred on data integrity, compliance and long-term scalability: community-specific nurture journeys, segmentation logic and subscription management so every lead received communications relevant to their enquiry.

The build delivered six-email welcome journeys across 12 communities, profiling leads early and driving high-intent actions like VIP interest and callback requests, on modular, mobile-first templates with integrated landing pages. Targeted re-engagement campaigns unlocked value from aged leads, improved engagement tracking separated active from inactive audiences, and cross-community logic managed multiple enquiries without conflicting messaging. The rollout landed with minimal disruption, with documentation and guidance for ongoing optimisation.

The results

The re-engagement campaign alone hit a 47.91% open rate and 4.93% click rate, and nurture email engagement went on to influence more than 130 opportunities and over $500K in combined pipeline value: automation that lifts engagement and conversion without a human pushing every send.

From the team

The Ingenia project was a deep dive into the realities of marketing automation at scale. We had to architect complex logic to make lead profiling and engagement tracking work reliably. Solving these challenges didn't just enable campaigns; it gave the client a system to lift engagement and conversion in an automated fashion.