Property, by the numbers
Return on ad spend for Frasers Property, The Grove
8,283%
Attributed revenue on one project
$34M+
Leads through COVID lockdowns
3,344
Lower CPL in two weeks for JG King Homes
25%
Why property is different
The longest journey in marketing ends in one signature.
The Garden is an integrated marketing agency with teams in Melbourne, Sydney and Auckland, specialising in high-consideration categories, and property is the most considered of all. A buyer researches for months, compares dozens of projects and brings the whole household to the decision.
That journey breaks when it runs through disconnected parts. This is the Complexity Tax: the cost a brand pays for running a complex customer journey through separate agencies, platforms and teams. In property it shows up as leads that go cold between the ad and the sales call, creative that says one thing while the display suite says another, and a database nobody nurtures between releases.
We run the whole loop as one system, so nothing falls through the gaps a settlement-length journey creates.
One partner, enquiry to appointment
Profiling that qualifies buyers
Nurture between releases
Trusted by Australia's leading property brands
Land developers & estates
Property development marketing that sells off the plan.
Selling tomorrow’s suburb means selling something a buyer cannot walk through. Property development marketing succeeds on qualification and momentum: finding purchasers by corridor, profiling them hard enough that sales teams only ring genuine buyers, and holding their confidence across a pre-construction timeline.
We ran 17 differentiated campaigns for Lifestyle Communities, each community with its own ad sets and landing pages, and generated 5,891 leads with a 44.6% reduction in cost per sale. Arcadia Group’s Hidden Valley held a $150 CPL with 78% of leads profiled over six months. Coronation’s Mason & Main built a 1,396-lead pre-construction pipeline at a 64% profiling rate. Frasers’ Bradmill Yarraville launched six months before sales opened, without starting prices, and converted 17.44% in the first month.
Retirement living and land lease communities run a related playbook with an older buyer at the centre. See retirement living.
Corridor-level campaign structure- 64–78% profiling rates
Pre-launch pipelines without prices
Volume home builders
Home builder marketing at volume.
Volume building lives and dies on lead flow the sales team can actually use. That takes media buying tuned to financially qualified buyers, landing pages built to convert, and a CRM that gets a hot lead to a consultant before a competitor does.
JG King Homes launched Performance Max with a dedicated CRO-focused landing page and cut cost per lead 25% within two weeks, with 200+ leads at their highest rate of financially qualified buyers. Beachwood Homes wired Calendly into their CRM for real-time booking and converted 47.95% of leads to appointments: 257 appointments from 940 leads. When Simonds Homes rebuilt their ecosystem, we removed 80,000 duplicate records and onboarded 150+ salespeople onto one clean system.
Financially qualified lead flow
Real-time appointment booking
Sales and marketing on one CRM
Custom & luxury builders
Custom home marketing where every lead is worth more.
A custom builder doesn’t need a thousand leads a month. They need the right fifty: buyers with land, budget and intent, in the right corridors, who already trust the brand before the first meeting. That means brand-led creative, retargeting that stays present across a long decision, and search coverage for the moment intent turns active.
For Marque’s luxury homes we produced 677 leads, lifted branded search 67% year on year and grew Meta retargeting leads 280%: presence across the whole consideration window, not just the last click.
Brand demand you can measure
Retargeting across the decision
Fewer, better-qualified leads
Commercial property
Commercial property marketing built for longer leases.
Commercial decisions carry different maths: fewer buyers, longer commitments and a business case behind every enquiry. The channels change (search and LinkedIn over Meta, decision-maker targeting over demographics) but the system is the same: qualify hard, respond fast, nurture the rest.
Kirra HQ, a boutique commercial workspace, launched over five months and delivered 288 leads with a 75.37% profiling rate and 4 property sales. KTQ Group’s Kirra Point pre-launch produced 498 sales enquiries and 89 appointments, with 85% sold ahead of forecast.
Decision-maker targeting- 75% profiling on commercial leads
Launch-phase campaign strategy
Key services
The system behind every property engagement.
Every property engagement draws on the full Marketing Operating System. These are the services doing the heaviest lifting.
Lead Generation
Corridor-targeted campaigns with profiling that hands sales genuine buyers.
Media Buying
Search, social and programmatic planned as one system across the buying journey.
Creative Strategy
Campaign creative for launches, releases and always-on brand demand.
CX Strategy
Journey mapping from first enquiry to settlement, with every hand-off designed.
CRM
One clean system for sales and marketing, from capture to contract.
Phone Sales
Our Melbourne call centre turns enquiries into confirmed sales appointments.
How we work
One loop, run to your release calendar.
The Loop, The Garden's growth loop, runs the same four moves every week, tuned to release stages, display openings and settlement dates.
Sense
Buyer, corridor, campaign and sales-team signals in one view of where the project is winning or leaking.
Decide
The highest-value problem this week: CPL creeping, profiling dropping, a release approaching.
Create & activate
New creative, audiences, landing pages and nurtures shipped in days, not campaign cycles.
Learn & improve
Every release teaches the next one, so performance compounds project to project.
The proof
Property results we can put a number on.
The Garden migrated 140k+ Simonds Homes records to HubSpot across five Hubs, with BPAY, DocuSign and every lead source wired in.
Product-led floorplan creative delivers Golden Homes 35 sales-ready leads a month, with 60%+ converting and a shorter sales cycle.
A Salesforce migration cut Traders in Purple's campaign production time 80%+, with email results nearly doubling industry benchmarks.
KTQ Group
A three-stage release strategy took KTQ Group's Miles Residences past 85% sold before launch, on 498 enquiries and 800+ nurture requests.
A Marketo migration and 17 end-to-end nurtures for AVID Property Group, contributing to over $20M in sales across its developments.
Digital advertising for The Grove in Tarneit returned 8,283% on ad spend and $34M+ in revenue for Frasers Property through the pandemic market.
Answers to the questions we hear most.
What does a property marketing agency do?
A property marketing agency generates and qualifies buyers for developments, builders and projects, then keeps them moving toward a sale. At The Garden that spans media buying, creative, landing pages, CRM, nurture and phone-based appointment setting, run as one system rather than handed between separate suppliers.
How do property developers generate qualified leads?
By structuring campaigns around corridors and communities rather than one generic net, and profiling every lead before sales touches it. Our Lifestyle Communities work ran 17 community-level campaigns with unique ad sets and landing pages, producing 5,891 leads and cutting cost per sale 44.6%.
What is lead profiling and why does it matter?
Profiling asks buyers qualifying questions (timeframe, budget, finance position) before they reach a salesperson, so the sales team rings buyers rather than browsers. Our property campaigns routinely profile 64% to 80% of leads, which is the difference between a busy CRM and a converting one.
Can you launch a project before prices are released?
Yes. Frasers’ Bradmill Yarraville went to market six months before sales launch without starting prices, building an early pipeline of 150 leads at a 69.33% profiling rate and converting 17.44% in the first month. Pre-launch is for building the database the sales phase will run on.
What happens to property marketing in a soft market?
The system matters more, not less. Through COVID lockdowns we pivoted The Grove’s creative to popular land sizes and lifestyle amenities and sustained sales through the downturn, finishing at 8,283% return on ad spend and $34M+ in attributed revenue.
What our clients say
Our reviews
Our clients love our work in property. Here's what working with The Garden feels like.
My definition of a partnership is any partner who makes your business better and without them your business would be worse. And The Garden would definitely be in that category.
Based on 47 reviews
Talk to us
Tell us about your project.
Corridor, stage, release calendar and the number you need to move. We'll show you what we'd build.