Building a qualified database before Oak Tree Coffs Harbour broke ground

Oak Tree Retirement Villages, a trusted name in retirement living with over 30 projects across Australia, partnered with The Garden in March 2021 to launch its newest village at Coffs Harbour: 53 villas of modern, secure independent living in a location the local audience already loves.

Client: Oak Tree Retirement Villages
Industry: Aged Care
Solutions: Media & Performance
Services: Facebook Ads, Google Ads, Lead Generation
Region: Australia

Leads generated over a three-month period

116

Profiled lead rate

68.1%

Conversions across Facebook and Google

7.65%

The challenge

A pre-launch campaign has to do four jobs at once: create awareness for the launch, release content in stages matched to the buying journey, build a qualified database worth re-engaging, and hand the Oak Tree sales team leads that are genuinely sales-ready rather than merely curious.

Our solution

Profiling did the qualifying. Leads were encouraged to complete a profiling page capturing intent markers: whether they needed to sell an existing home, preferred budget, motivation for moving and household. Those data points placed each lead in the purchase cycle, armed the sales team’s conversations and let us personalise the messaging that followed.

Creative was tested relentlessly. Dynamic Facebook and Google ads personalised the ad experience across messaging combinations, different images and formats were trialled with text overlays, and the landing page was split-tested above the fold, with SMS verification added to lift lead quality further.

The results

Three months in, the campaign had generated 116 leads at a 7.65% conversion rate across Facebook and Google, with 68.1% of leads profiled before handover. The campaign also confirmed something bigger: over-55s are savvier online researchers than the generation before them, hungry for information and rewarding a personalised experience with engagement.

What our clients say

In March 2021, we partnered with The Garden to launch our new retirement village in Coffs Harbour, which is currently under construction. The team at The Garden have been wonderful to work with and are very quick to respond. The campaign has been a great success so far and the team at The Garden have done a great job at remaining very attentive to the ongoing campaign.