Property marketing campaign: new ways to sell properties
The property market has long been conservative when it comes to promoting properties. However, the pandemic has forced a new way of doing things that has greatly expanded the industry’s capabilities. A prime example of the successful application of new strategies is the marketing campaign for a camping and caravan park in Lakewood. Through a clever approach, the seller, Stone Port Macquarie, attracted a buyer from the other side of the country.
It is a small residential and caravan park in New South Wales, Australia. The total area is 4.15 hectares. It includes:
– 86 electrified sites;
– shaded campsites;
– ten en-suite cabins;
– swimming pool;
– laundry;
– kitchen.
Located close to Queens Lake, the park is an attractive location for tourism and recreation.
Another agency first listed the property for sale in 2023. However, it failed to sell at a favourable price, so Stone Port Macquarie took over.
Marketing campaign features
The Stone Port Macquarie agency chose a digital marketing strategy that was very different from the previous approach. The specialists focused on creating high-quality content, including property photos, videos, and drone footage of the area, all accompanied by professionally written copy.
The company placed the offer on specialist portals with a wide range of marketing functions. In addition, the team used Stone’s unique engagement strategy. This included the use of:
– display adverts;
– social media advertising;
– native online advertising.
This helped increase the reach of potential customers. According to agency spokesman Nathan Owen, social media played a key role in attracting a buyer. An investor from Western Australia bought the park for US$4 million.
An employee at a park in New South Wales saw an ad for the sale on Facebook. He forwarded it to an acquaintance in Western Australia who already owned several similar properties. This case confirms that the agency’s marketing campaign was effective and highlights the importance of using social media in the property market.
The agency promotes its properties using its digital platform, based on the Acquire solution. The technology allows campaigns to be tailored to each brand’s specific needs and characteristics. The platform promotes through a variety of digital channels, increasing reach and attracting the target audience’s attention. In addition, each channel uses a marketing message tailored to its specific characteristics. This approach provides users with a personalised experience on platforms that are convenient for them.