Episode Synopsis:

In this episode of the Project Profile podcast, host Mark Allen sits down with Beck from Project Profile to dive deep into the engine room of content and creative for property development marketing. Beck shares a strategic and experience-rich perspective on crafting compelling content that converts — from social media to blogs, landing pages to email campaigns.

Listeners will get a behind-the-scenes look at how Project Profile uses storytelling, testing, audience targeting, and channel-specific messaging to build campaigns that genuinely resonate with buyers across different markets. From avoiding the classic Canva and ChatGPT content traps to turning bird photos into buyer engagement gold, this conversation is packed with tips, insights, and real-world examples.

Whether you’re a marketer, developer, or just fascinated by how major property campaigns are brought to life, this episode is a must-listen.

Episode Breakdown:

00:00 – 03:00
Introduction to the Podcast & Today’s Guest
Mark introduces the podcast’s goal — sharing insights from industry leaders — and welcomes Beck, head of creative at Project Profile.

03:01 – 10:45
Social Media Content Strategy 101
Beck explains the foundational pillars: location, property details, and lifestyle. She shares how content is tested monthly and adjusted based on engagement.

10:46 – 17:00
Posting Frequency, Boosting, and Paid Reach
The value of the “pay to play” approach and why three posts a week, each boosted, is often more effective than high-volume organic posting.

17:01 – 24:30
Targeting, Audience Segmentation & Buyer Personas
Discussion on geo-targeting, campaign evolution based on buyer data, and refining content to speak directly to first homebuyers, downsizers, and more.

24:31 – 31:00
Funnel Stages & Messaging Differences Across Channels
Beck outlines how content tone shifts from top-of-funnel social to mid-funnel ENCs to bottom-of-funnel EDMs and landing pages.

31:01 – 37:45
Dealing With Trolls & Comment Management on Social Ads
Practical tips on hiding vs. deleting comments, and why good comment moderation is essential for campaign health.

37:46 – 44:00
Blogs That Work: Overcoming Objections and Selling Lifestyle
How blog content can solve real buyer pain points (e.g., body corporate fees), answer sales objections, and deepen buyer intent through lifestyle storytelling.

44:01 – 48:15
Creative Tools, Canva vs. Adobe, and AI Pitfalls
The pros and cons of creative tools, why Adobe still leads, and how to use AI tools like ChatGPT responsibly and strategically.

48:16 – 52:00
Landing Pages vs. Websites & Smart Structuring for Conversion
Why single-action, campaign-specific landing pages are vital — and how to keep them aligned with upper-funnel messaging.

52:01 – 55:00
Using Stories & Reels Effectively + Video Best Practices
How to optimize reels and stories (without cutting off your messaging), and why humanizing content through team videos can boost engagement.

55:01 – 56:00
Final Thoughts & Wrap-Up
Beck’s final advice: stick to your story, test relentlessly, and stay focused on content with purpose.

In this debut episode of the Project Profile Podcast, host Mark Allen introduces the mission and vision behind the show—bringing insightful conversations from within Australia’s dynamic property marketing landscape. With a wealth of experience across various property sectors, Mark lays the foundation for what listeners can expect: real stories, strategic insights, and expert advice from developers and marketers navigating ever-changing market conditions. Whether you're a developer, marketer, or industry enthusiast, this episode sets the tone for a compelling journey into the art and science of property marketing.

In this engaging episode, host Mark chats with Eloisa Greenham, Marketing Manager at Sherpa Property, to unpack the evolution of property marketing in today's dynamic real estate landscape. With a diverse background across multiple sectors—from investment and project marketing to luxury beachfront developments—Eloisa offers grounded insights into what it takes to market property effectively.

Listeners will gain firsthand knowledge on the importance of adaptable marketing strategies, the transition from luxury projects to accessible housing, and the critical role of understanding buyer personas. Eloisa shares practical advice on using AI tools, the value of CRM integration, balancing sales-marketing alignment, and the impact of buyer experience from inquiry to settlement.

Episode Breakdown:

[00:00 - 04:00] Introduction to Eloisa and her career path in property marketing

[04:01 - 08:00] Overview of Sherpa Property’s “less is more” ethos and how it has evolved

[08:01 - 13:00] Launch of the “Flourish” brand and the shift toward affordable, community-based living

[13:01 - 18:00] Navigating new marketing challenges and building trust with first-time buyers

[18:01 - 24:00] Strategic differences between luxury and multi-res developments

[24:01 - 29:00] In-house vs. agency support and the evolution of Eloisa’s marketing role

[29:01 - 33:00] Lead nurturing and the importance of database ownership and segmentation

[33:01 - 39:00] Insights on campaign performance, channel mix, and ad testing

[39:01 - 44:00] Use of VR, buyer education, and hosting informative events

[44:01 - 48:00] The dynamic between marketing and sales teams; strategic feedback loops

[48:01 - 51:00] Embracing AI, CRM transitions, and advice for aspiring marketers

Takeaway:
Whether you're a property developer, marketer, or sales professional, this episode delivers tactical insights and real-world examples that demonstrate how to meet the market where it is and create meaningful connections with buyers.