Land Ho! Tag your friends and family

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 prospect 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 translated into over $120m in land sales over 3 years. Important statistics 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+

As with the early sailors, friends and family were tagging prospective buyers in the Ads, a modern day version of “Land Ho!” through Social Media and Digital Marketing.