In just four weeks, PH drove 100% sell-through on a $20m+ development for one of Australasia's leading commercial developers. Here's how.
This was an incredibly exciting project involving a single campaign, tight deadlines, and high expectations to sell a maximum number of units for a multi-million dollar Australian property development.
Our strategy began with creating relevant customer avatars for potential investors. This is an extremely important part of our discovery process as it's what enables us to form a clear understanding of the demographics we need to target to achieve the best ROI results in the fastest way possible.
Once we had broken down these demographics we began distributing ad placements across social, display and Youtube, ensuring maximum exposure to the right people. We also set up hyper-targeted search campaigns to capture those actively looking for commercial property investment.
With time being of the essence, we ensured daily optimisation across all campaigns and updated our creative strategy as units sold to emphasise scarcity and urgency.
Within four weeks we had achieved 100% sell-through, utilising a remarkable 40% less spend than what was budgeted for this project.
Following the enormous success of this campaign, we went on to build this client's investor database by incorporating strategic email marketing into further campaigning, with fantastic results.
How we did it
> We discussed product margins with the client in detail to establish an ideal vs still profitable cost per acquisition.
> We thoroughly analysed Shopify and Facebook pixel data.
> We focused on conversion rate optimisation work to ensure maximum conversion opportunities.
> We leveraged their existing, well-converting database to build lookalike audiences.
> We created a diverse range of ads across placements and platforms, based on their top sellers.
> We marketed to product viewers and abandoned cart customers.
> We optimised customer welcome sequence.
> We provided client with a robust EDM strategy.