Selling the second half of a commercial development

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.

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.

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.