Aland Developments is one of Sydney’s leading private real estate groups. The company focuses bringing new apartments to market off-the-plan for a both first-home buyers and experienced investors. DMG were engaged to deliver high value leads at scale.
In FY23, Aland faced significant market challenges which were impacting their sales strategy. Rising interest rates were flowing into hesitancy among potential home buyers and investors, compounded by concerns about higher vacancy rates and increased rent.
The primary objectives were clear: deliver leads at scale, manage reputation concerns, and educate the market about government offers and schemes to aid home purchases.
Digital Minds Group devised a multi-faceted digital marketing strategy tailored specifically to Aland's needs and prioritised high value lead gen for their sales and marketing teams.
Utilising paid social media campaigns and search engine marketing (SEM) to reach in-market and new-to-brand audiences effectively.
DMG analysed and translated sales feedback from the internal team into insights that were used to continuously produce and iterate advertising content. This strategy was successful in diversifying reach and ensuring alignment with evolving buyer expectations.
By segmenting the audience into distinct groups—first home buyers, owner-occupiers, downsizers, and investors, DMG crafted targeted messages that resonated with each segment's unique needs and desires, contributing to a strong uplift in results and ROI.
Customising the integration of leads into Aland’s CRM ensured that the internal sales pipeline was bolstered rather than disrupted, maintaining the efficacy of lead management processes.
Innovative strategies brought remarkable outcomes. Through its strategic partnership with Aland Developments, DMG were able to overcome significant market challenges and set new benchmarks in digital marketing for the business
• Significant Increase in Lead Volume: Average lead generation via Meta platforms tripled in a 12 month period
• Decreased CPL: The cost per lead had decreased by 51%.
• Successful Property Sales: The targeted marketing campaigns contributed directly to the sell-out of apartment developments including Carson on the Park in St Marys and Merrylands’ The Gladstone Village
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