Developers Shun Digital Giants to Go It Alone


Some residential developers are opting to shun the digital marketing giants and go it alone with online strategies—achieving better results in the process.

From large masterplanned communities to boutique sub-divisions, these developers have engaged their own digital marketing team in place of online property portals.

With a combination of savvy strategy, clever creative, regular content, SEO and digital advertising, projects achieved a 100 per cent increase in enquiry rates and conversion for off-the-plan land sales has jumped by 40 per cent.

Every dollar of each project’s marketing budget has been spent on tailored, cost-effective programs to reach highly targeted audiences and not on a cookie cutter shopping list of expensive add-ons.

Project websites contain more in-depth content, multiple entry points to encourage enquiry and clever mini-campaigns to inspire potential purchasers.

These developers are generating their own proprietary and actionable data, and then using industry-leading analytics to constantly refresh, reshape and re-target their digital marketing efforts to great effect.

Related: Sydney, Melbourne Drive House Price Growth


Traditionally, many developers use off-the-shelf products offered by big listing platforms for their digital marketing activity, paying for expensive formatting and battling for buyer attention amid a smorgasbord of competitor projects.

With the help of the team at Plural Communications, developers are testing the waters with more pro-active campaigns that build highly relevant audiences, drive enquiry and ultimately convert that audience into buyers.

While the Home Builder stimulus has triggered a surge in visitors to land sales offices around the country, Plural warns there is never time for complacency in this competitive sector.

It encourages developers to consider what contribution online real estate platforms have actually made to their present good fortune.

Related: Home Building Packs a Punch in Job Creation Stakes


The Plural founders observed a general sameness to the way residential developers approached property marketing online.

They watched the growing power of the big duopoly and decided to try something different, helping developers gain an edge over their competitors with extra or alternative digital strategies.

Plural was created to unite the most experienced people in digital marketing, design, branding, creative, PR, social media and content under one banner.

It does away with inter-agency rivalry to put the interests of clients first, develop multi-channel strategies and hand-pick proven tactics.

If you’re interested in getting more leads, better lead quality and taking ownership of your own valuable data, contact Plural Communications for a confidential discussion.

The Urban Developer is proud to partner with Plural Communications to deliver this article to you. In doing so, we can continue to publish our free daily news, information, insights and opinion to you, our valued readers.

Show Comments
advertise with us
The Urban Developer is Australia’s largest, most engaged and fastest growing community of property developers and urban development professionals. Connect your business with business and reach out to our partnerships team today.
Article originally posted at: