Joining Forces: Caravanners and Land Lease Communities

Discover Downsizing came to fruition when the Residential Land Lease Alliance (RLLA) formed a joint venture with the Caravan Industry Association of Australia (CIAA) to target the latter’s database of over 175,000 over 50s caravanners in Australia. A survey that had been sent out to the CIAA database found that a significant percentage of recipients wanted to learn more about Downsizing Communities and their benefits. Discover Downsizing aims to house and provide information to help potential downsizers decide on their next move and discover the benefits of living in a Downsizing Community.

Property Republic was referred to Discover Downsizing by one of their members, Lifestyle Communities, a long-term client of ours. They engaged us to deliver content and social media marketing services with the aim of growing the Discover Downsizing database and educating its target audience about the benefits of downsizing to a Land Lease Community.

The primary goal involves building and growing an interested audience for Discover Downsizing and educating them on the benefits of downsizing to a Land Lease Community. The intention is that Discover Downsizing will become a hub of information for over 50s who wish to learn more about downsizing options, how Land Lease Communities differ from retirement villages and their many advantages.

Discover Downsizing requires a range of content-related services, including blog, email and social media content creation, social media scheduling and management, as well as Facebook ads and re-targeting to grow Discover Downsizing’s email database and social community.

The Approach

The process began with two workshops – a Value Proposition and Scope of Works workshop, as well as a 90-Minute Content Strategy workshop. This was where the goals and objectives of the content marketing activities were identified.

The objective is to create content that will help Discover Downsizing build and grow its database. However, it can be challenging to maximise the benefits of consistent and valuable content, so there needed to be a solid strategy in place. Otherwise, content can go unseen.

Property Republic approached the initiative in two phases.

Phase One 

Phase one involves utilising the existing database and creating valuable and educational content with strong Calls to Action (CTAs) to visit Discover Downsizing’s website. The process started with the creation of content pillars after the Content Strategy workshop, which enables a deeper coverage across a range of core topic areas while creating an efficient information architecture in the process. The Property Republic team identified and developed several pillars for the client’s consideration as well as a range of content topics, ideas and thought starters.

Phase One also involved finalising the strategy around the social media campaigns, including the imagery, budget, and social media management

Phase Two 

This phase is all about attracting a new audience for Discover Downsizing and activating the community. This is achieved through creating relevant and valuable content around the lifestyle changes that come with downsizing into a Land Lease Community. It also includes education pieces around freeing up capital, lifestyle benefits, moving into brand-new homes with fantastic amenities, and understanding what a Land Lease Community is all about. The content covers blog posts, social media posts and eDMs. Social media ads were also created.

The Property Republic team create, schedule and boost social posts as well as build and run social media campaigns. The social posts and eDMs link back to the website to ensure a steady stream of traffic. Every week, a report is sent out to the Discover Downsizing team to keep them up to date with the results of the campaigns and the performance of the social posts.

The Results 

Property Republic has developed a streamlined strategy that encompasses the main goals of Discover Downsizing – growing and educating its online community about downsizing and its many benefits through creating timely, relevant content for different platforms (blogs, eDMs, social media) and running social campaigns.

Thanks to our comprehensive content strategy, Discover Downsizings social campaigns consistently achieve click-through rates above 3% as well as costs per landing page view lower than $0.40.

The Feedback

“Property Republic constantly creates high-quality digital content that is designed to resonate strongly with our target audience. Starting our relationship with a strategic workshop has set us up for long term success, and importantly established a consistent brand voice across all channels. Their systems and reporting mechanisms are efficient, and our regular briefings ensure that we maintain a great working dynamic focused on results. Thank you, Property Republic, for helping us shine online!”

Stuart Lamont
Chief Executive Officer
Caravan Industry Association of Australia