Premium Plotted Development
A digital-led sales campaign that took a premium plotted-development launch from first ad to sell-out.
Why it mattered
A new premium plotted development was launching into a competitive micro-market. The brief was to build awareness fast, generate high-intent buyer interest at scale, and turn it into site visits and bookings inside a tight launch-to-sell-out window, across inventory that ran from entry-level plots to ultra-premium ones.
What we built
We ran three digital pillars in parallel: performance marketing on Meta for volume, an influencer layer for local trust, and Google Ads to capture high-intent search. A flagship launch event and a city-wide hoarding campaign anchored the digital push on the ground, building the recall and credibility that made leads easier to convert.
Key outcome“The bulk of the inventory sold within the campaign window, with only the ultra-premium tier still in active conversion.”
What we did
The key pieces of the work.
Meta performance engine
Broad-funnel awareness ads feeding lead-form campaigns and retargeting sequences aimed at warm audiences.
Influencer layer
Local, relatable creators adding the trust paid media can't buy, crucial for a big-ticket, long-consideration purchase.
Google search capture
Bottom-of-funnel campaigns reserved for buyers actively searching for plots in the category.
Flagship launch event
The campaign's centrepiece moment, generating earned media, social content and on-ground footfall that fed the retargeting funnel.
City-wide hoardings
Outdoor presence that built top-of-mind awareness and reinforced the messaging buyers saw on Meta and Google.