A staged release that built the sales momentum early

For the iconic beachfront Miles Residences in Kirra, Queensland, The Garden partnered with Monday Agency and master agent Keenan & Co. on a release strategy built to maximise the launch. By the time the project officially hit the market, it was over 85% sold.

Client: KTQ Group
Industry: Property
Solutions: Media & Performance
Services: Marketing Automation, Lead Generation, CRM
Region: Australia

Sold before the official launch

85%+

Sales enquiries

498

Appointment and call-back requests from the nurture

800+

Sales appointments

89

The challenge

An iconic development deserves a launch with momentum already behind it: qualified buyers engaged, a sales team equipped to handle the surge, and marketing spend accountable to cost per sale in real time, all coordinated across three partners and a staged release.

Our solution

The release ran in three stages. The whisper stage built anticipation over six weeks, using first-party data from an exclusive property portal partnership to target local downsizers and interstate lifestyle investors, generating more than 250 enquiries into a drip campaign. Pre-release drove qualified leads to VIP display suite appointments through targeted advertising and a profiling landing page. On-market landed with major news coverage and sales soaring.

Behind the campaign sat the machinery: PropertyBase implemented with Keenan & Co. so the sales team could manage the flood of enquiries, full-funnel cost-per-sale tracking measuring each channel’s ROI in real time, personalised video creative at the top of the funnel, and a 10-touchpoint email and SMS nurture, mostly plain-text messages designed to read like they came from the assigned agent, personalised by CRM stage and buyer type.

The results

The campaign delivered 498 sales enquiries at an 8% website conversion rate, 89 sales appointments, and over 800 appointment and call-back requests from the nurture, with the project reaching over 85% sold before the official launch.

What our clients say

The Garden helped us to develop the digital marketing strategy for Miles Residences. Their team managed lead generation, CRM and lead nurture. The CRM made it easy for us to manage our sales pipeline effectively. The marketing analytics, and specifically the cost-per-sale reporting they implemented, was critical in driving our advertising investment strategy. The Garden's digital advertising and lead generation played a key role in the success of the project. I'm looking forward to working with George and the team on future projects.