Selling the second half of a commercial development

Kirra HQ offers 25 commercial units near picturesque Kirra Beach in northern NSW, and had pre-sold only half before construction started. Hipwood Commercial brought in The Garden for a sharper lead generation campaign, and the campaigns helped sell the rest of the project.

Client: Hipwood Commercial
Industry: Property
Solutions: Media & Performance
Services: Lead Generation, Retargeting, Facebook Ads
Region: Australia

Sales qualified leads from the LeadTech campaign over 6 months

538

Sales directly attributed to the campaigns

12+

Lead conversion rate, with Meta retargeting up to 7.4%

6.07%

The challenge

Despite brand recognition through the Harcourts Commercial affiliation, half the units were still unsold as construction began. The campaign had to lift enquiry volume and conversion at once, leveraging the existing awareness while finding the owner-occupiers and investors a commercial workspace actually suits.

Our solution

A LeadTech campaign across Meta and Google drove prospects to a tailored landing page. Targeting was laser-focused: owner-occupiers in the southern Gold Coast as the primary audience, with Brisbane-adjacent professionals who’d bought holiday apartments in the region as a secondary. Meta ran lookalikes of Kirra HQ web traffic and Harcourts Commercial followers plus location-based prospecting and retargeting, while Google combined brand keywords with commercial property terms inside a 30km radius of Kirra Beach, since interstate investors weren’t biting.

The game-changing optimisation was messaging: as ‘construction is commencing’ became ‘construction has commenced’, urgency kicked in and lead volume accelerated, backed by video creative showing the build physically underway, the reassurance a tough property market demands.

The results

Over the six-month campaign from March to October 2023, LeadTech generated 538 sales qualified leads converting at 6.07%, with Meta retargeting audiences converting at up to 7.4%, and more than 12 sales directly attributed to the campaigns as the remaining units sold.

From the team

Seeing the satisfaction from our clients is always the ultimate reward. Hipwood is so happy with the quantity & quality of our leads — and they've already seen one conditional sale from a The Garden lead. This shows that intentional, strategic campaigns really do deliver remarkable results, even in the first month.