Urban Land Development selected Plezzel to help reach targeted buyers with a tailored Digital Strategy. The seachange estate is a lifestyle coastal development perfect for first home buyers, young families and downsizers. The project has sold over $120m in land in 18 months.
The Challenge
When the crew of a sailing ship saw land for the first time in months they would shout “Land Ho!” It seems to be the same for buyers looking for somewhere to build their dream home.
The Urban Land Developments team engaged Plezzel to provide a targeted brand awareness campaign for the Seachange land project located on Victoria’s iconic Bellarine Peninsula containing 558 lots of land. The goals were to provide targeted and consistent project brand awareness to drive land sales.
The Solution
Working closely with the client, the Plezzel team focused on targeting ideal buyers, through Facebook and Instagram, that are considering building their first home, downsizing or purchasing a lot for a holiday home.
High-quality, personable, lifestyle-focused content and creative was used in the campaign. The posts were focused on generating prospective buyer engagement (i.e. likes, comments, shares) to organically grow brand awareness and promote the project to a diverse and wide audience.
Results
The campaign has generated strong engagement over the project’s selling period, this has contributed to over $120m in land sales over 3 years.
Important statistics (obtained from Google Analytics and Facebook Ads Manager) for the campaign include:
- People Reached: 226,000+
- Views: 700,000
- Clicks: 26,000+
- Post Reactions: 17,000 (eg Likes, Wow, Love, Aha)
- Post Shares/Comments: 600+
With friends and families tagging prospective buyers into the campaign, this produced strong buyer engagement and enquiry for this large land subdivision project in a lifestyle coastal location.
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CoreLogic Australia