Driving demand at every stage of the apartment lifecycle

Off-market launches live or die on momentum: enough value offered to draw genuine buyers in, without giving everything away before the sales team is ready. The content strategy had to work distinctly at each stage of the project lifecycle, and build a qualified database strong enough to carry the move on-market.

The off-market phase focused on multivariate landing page testing, including Unbounce’s Smart Traffic AI, to learn what new customers and Jinding’s existing database would engage with. Benefit-driven messaging led with Sora’s USPs, beachfront views, competitive pricing and outstanding amenities, in language tailored to off-the-plan buyers, with consistent branding across every touchpoint and a high-quality value exchange offering information available nowhere else.

The shift to on-market messaging over December and January carried results with it, and in some instances increased them, the payoff of a qualified database and a content strategy adapted deliberately for each stage and audience.

The campaign has delivered a 7.52% overall landing page conversion rate, an 83.33% conversion on the profiling page feeding rich audience insights to the sales team, 402 leads converted since September 2021, and 3.33% average ad engagement with Google peaking at 20%.