Achieving Sell-Out Success for Panorama Portarlington
Panorama Portarlington is a brand new residential community located along Geelong-Portarlington Road in Portarlington. Having owned the land for 30 years, Olive Tree Developments had a vision to create a meticulously designed, vibrant coastal community, and needed a dynamic project marketing team to bring their vision to life.
Olive Tree Developments enlisted the expert project management of Lisa Thompson, Director of ThinkSolve Development Solutions, who reached out to Property Republic to take control of the marketing for this project.
Together, we collaborated to deliver a suite of sales and marketing strategy, lead generation, lead nurture, project marketing, customer experience and content marketing activities.
The Approach
Property Republic simplified the entire process by hosting an interactive customer journey and content strategy workshop at the Portarlington site, attended by the owners, project director, sales representative and graphic designer. The strategy session was integral in getting everyone involved and on the same page, in order to develop a collaborative pathway to project success. The session also ensured that the content marketing strategy we developed aligned with the customer experience and sales strategy, giving our client the biggest opportunity for enduring, long-term success.
Our full-day workshop covered:
Identifying customer pains and developing solutions
Mapping out the customer journey
Developing the Customer Experience strategy
Identifying the project’s USPs
Generating content ideas and pillars
Developing the Content Marketing strategy
Informed and inspired by the collaborative outcomes of the workshop, we continue to deliver complete content marketing, social media, lead generation and lead nurture solutions for Panorama Portarlington, including:
Social media content
Facebook Ads
Google Ads
Blogs
Email marketing
Brochure copywriting
Website copywriting
Facilitating the design of signage and marketing material
Coordination of video content
Property Republic also assisted with launch of the Panorama Portarlington Sales Studio. The Sales Studio is intended to provide a place for prospects to experience the site and surroundings, in order to solidify their interest. Property Republic facilitated the sales studio design and fit out, as well as the creation of marketing collateral for the space such as signage, masterplan and brochures.
The Results
Our full-service strategy and property marketing services for Panorama Portarlington have resulted in:
Sell-out success of the project’s first two stage releases
An average of 4000 monthly visitors to the website
An average of 135 new email subscribers per month
Email CTRs that are triple the industry benchmark
The Feedback
“We have been extremely happy with how the marketing strategy at Panorama has rolled out. Property Republic set clear objectives and helped us understand why they’re important, how they’ll deliver on them and how we can measure their success. What I loved most about the strategy was how it led with education.
Being a small independent project, above all we appreciated Property Republic’s transparent approach and their ability to deliver a tailor-made marketing strategy for our project and budget.
They are willing to be agile and take on new requests or challenges outside their original scope, in an effort to ensure a seamless customer experience and improve conversion rates, such as coaching our sales agent and assisting with website development and many other launch activities.
We’ve focused on delivering unique, relevant and targeted content to our growing consumer base and I have no doubt, that this strategy has contributed to our wonderful conversion rate and the project success.”
Lisa Thompson
ThinkSolve Development Solutions