A two-phased leasing strategy for Brookwater's terrace homes

Seasons by Azure offers 68 two-storey terrace homes for long-term renters in Brookwater, Queensland, a build-to-rent project launching into an owner-occupied area over the holiday season. The Garden's two-phased campaign generated 99 leads in the first month.

Client: Azure Development
Industry: Property
Solutions: Media & Performance
Region: Australia

Leads generated in the first month

99

Conversion rate on Facebook

9.37%

Click-through rate on Google

17.02%

The challenge

Rental rate fluctuations complicated the positioning, the Christmas period is traditionally slow for rentals, the Brookwater location is predominantly owner-occupied, and nearby developments offered similar product. Standing out demanded precision in both timing and audience.

Our solution

Phase one, Whispers, teased the project with a coming-soon message and a Register Your Interest call to action, building a pipeline of interested renters before launch. Phase two, Now Leasing, shifted to direct availability messaging with a Download Brochure CTA, transparent pricing and leasing detail driving conversion.

Audience targeting was tailored to Brookwater’s reality: healthcare professionals from nearby medical centres, RAAF Base Amberley personnel seeking stable long-term rentals, young professionals and families priced out of buying in the area, and the golf and business community around Brookwater Golf Club. Pillar-based ad sets, Security, Quality, Location, Move-In Ready, matched each segment’s motivations, and A/B testing found the video hero outconverting the static image on the landing page.

The results

The campaign generated 99 leads in the first month and 266 over four months, converting at 9.37% on Facebook and clicking through at 17.02% on Google, positioning Seasons by Azure for long-term leasing success straight through the traditionally slow season.

From the team

Working with Seasons by Azure has been a fantastic experience. Their high-end BTR offering in Queensland allowed us to craft a bespoke strategy that truly resonated with potential renters. Seeing our strategy come to life and achieve such strong results right from the start has been incredibly rewarding.