Aland Developments stands as one of Sydney's foremost private groups within the real estate sector, specialising in development, construction, sales, and property management. With a focus on brand-new apartments located in Sydney's West and the Central Coast of NSW, Aland aims to sell these properties off-the-plan to a diverse range of buyers, from first-time homeowners to seasoned investors.
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Between FY22 and FY23, Aland faced significant market challenges that impacted their sales strategy with rising interest rates created 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. This strategy encompassed:
Utilising paid social media campaigns and search engine marketing (SEM) to reach in-market and new-to-brand audiences effectively.
Insights from weekly meetings with Aland's sales team were leveraged to continuously adapt advertising content, ensuring alignment with evolving buyer expectations.
By segmenting the audience into distinct groups—first home buyers, owner-occupiers, downsizers, and investors—Digital Minds crafted targeted messages that resonated with each segment's unique needs and desires.
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, Digital Minds Group not only overcame significant market challenges but also set new benchmarks in digital marketing for real estate.
• Significant Increase in Lead Volume: Average lead generation via Meta platforms tripled since March 2023
• Decreased CPL: By February 2024, 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.