Building brand authority for a premium village that didn't exist yet

Springtree Cobram is a premium over-55s lifestyle community in regional Victoria: architecturally designed homes in a masterplanned, resort-style setting. With the village still in development, The Garden delivered a full-funnel strategy of video production, paid media and conversion-focused landing pages to build authority and harvest high-intent enquiries before completion.

Client: Springtree
Industry: Aged Care
Solutions: Media & Performance
Customer type: B2C
Region: Australia

Conversion rate through Google Search

29.24%

Lead profiling rate

63.64%

Brand impressions in the first month live

175k+

The challenge

Springtree needed immediate market authority to launch a premium greenfield precinct from a standing start. With the village in development, architectural concepts had to become a tangible “tree change” narrative, and the relocation decision had to be de-risked for high-intent prospects without the physical photography that usually validates a commitment this big.

Our solution

We deployed a three-tiered ecosystem. A high-volume reach layer across Google Display Network and Meta delivered 175,331 impressions in a single month, priming cold audiences and building authority before ever asking for the sale. A performance layer captured bottom-of-funnel intent on Google Search with explicit, direct messaging. And dedicated mobile-optimised landing pages bypassed the friction of the main website, focusing conversion rate optimisation without distraction.

The results

The ecosystem generated velocity rather than just volume: a 29.24% conversion rate through Google Search, a 63.64% profiling rate feeding buyer preferences straight into the CRM, and a compressed sales cycle built on dominated branded demand.

What our clients say

We've been working with The Garden on a number of projects... They manage our digital advertising campaigns proactively, are fast-paced, open to feedback, and consistently deliver quality leads, overall, we're achieving great results. On our recent brand campaign, which included an on-site photoshoot, the team was lovely to work with, expertly guiding residents and actors for the video and photography. The results were fantastic, and the whole process was smooth and easy...