Successful Project Marketing Has Changed: Here's How

As the dust has settled on another financial year, the team at Patch Creative took a look back at what they had achieved over the past 12 months, how the market had changed and what they have been doing about it. 

Here’s what they discovered:

Boom times, but not for everyone

The 2021-22 financial year saw one of the largest property booms Australia has yet seen. But while the housing market blew its socks off and high-end luxury apartments in highly sought-after locations sold like hotcakes, off-the-plan apartments continued to be a tough sell.

Thirty-two projects done and dusted

Patch completed 32 property marketing projects last financial year, from multi-stage residential precincts to boutique luxury developments and land estates. They have also had the pleasure of working with clients on real estate rebrands and non-property-related lifestyle brands and campaigns. 

Patch chief executive Georgia Scanlon said that ‘our success’ was an interesting phrase for what they did. “Because we see ourselves as an extension of our clients’ development teams, we genuinely believe we only succeed when they do.
“Seeing projects achieve remarkable performance goals is our whole business objective.”

Nevertheless, Patch never underestimated the powerhouse that was its creative team, Scanlon said. “Focusing on animations and engaging content to tell our clients’ brand and development stories, they’ve knocked it out of the park this year—and we can’t wait to share what’s coming up next with you.”

Covid changed how buyers think

The pandemic had revolutionised consumer behaviour, Scanlon said. “We’re noticing now that we need to focus more on meaningful and purposeful content to drive project enquiries because buyers are no longer responding as actively to traditional property marketing campaigns.

“That’s why we’re concentrating our marketing efforts on telling stories about what the development can actually do for consumers [rather than simply explaining what the development looks like]. 

Patch took the time to help buyers see themselves living in a development, whether shopping a storm or enjoying a meal at ground retail outlets, taking Fido for a stroll in the hip local park down the road, or soaking the sun next to the rooftop infinity pool, Scanlon said. 

“Creating a tangible digital experience has proved the key to connecting with buyers.

“Your campaign needs to be relevant to your target market and resonate with their deep emotional needs for security, happiness, lifestyle, and connection.

“That’s how we’re pushing the needle post-pandemic.”

What’s next at Patch? 

“We’ve got plans to keep building our strategic offering in the coming year because we believe now, more than ever, strategy based on measurable data is vital to project success,” Scanlon said.

“Establishing campaign strategy and objectives based on market data during a development lifecycle’s earliest phase is helping our clients determine where and how their marketing dollars are deployed.

This, coupled with hot branding and storytelling content that directly engages buyers, creates the strongest platform for any development in the current climate.”

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