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.

In this eye-opening episode of the Project Profile Podcast, host Mark Allen sits down with David Bennett, AI consultant at Adaptive, to explore the transformative role of artificial intelligence in the Australian property marketing landscape. From productivity gains and generative design tools to hyper-personalized buyer journeys and AI-powered sales agents, David provides a rich and accessible guide to how property professionals can integrate AI today—and what to expect in the near future. Whether you're a developer, marketer, or sales agent, this episode delivers valuable insights to help you stay competitive in a rapidly evolving industry.

Episode Breakdown:

00:00 – 03:00
Introduction to the Project Profile Podcast and guest David Bennett from Adaptive

03:00 – 10:30
David’s background and journey into AI; founding Adaptive to bridge AI and property marketing

10:30 – 18:00
Common business confusion around AI; workshops to identify workflows and pain points

18:00 – 25:00
Real productivity boosts from AI; automation in proposal generation and communications

25:00 – 32:00
AI use in property marketing: from chatbots on landing pages to multilingual, 24/7 sales support

32:00 – 40:00
Hyper-personalization in campaigns; creative testing and real-time optimization with AI tools

40:00 – 47:00
Predictive analytics, CRM automation, and digital twins for data-driven marketing strategies

47:00 – 54:00
Addressing public bias towards AI; the rise of AI-first sales teams and real-world limitations

54:00 – 59:00
Future outlook: AI's impact on SEO, community management, and voice AI experiences

In this enlightening episode of the Project Profile podcast, Morgan Lee, Head of Marketing at Consolidated Properties Group, dives into the art and science of marketing large-scale property developments. With over 14 years in the industry, Morgan shares her journey from marketing assistant to leading multi-million dollar campaigns, including the standout Monarch Residences in Toowong.

Morgan offers a behind-the-scenes look at how she manages end-to-end project marketing—balancing strategic thinking with creative delivery, and coordinating with internal teams and external consultants. She unpacks the successes and lessons from the Monarch campaign, the importance of signage and surprising ad channel performances, and how community-building and customer experience are becoming non-negotiables in property sales.

Perfect for marketing professionals, developers, or anyone intrigued by what it takes to sell the dream of off-the-plan living, this episode is rich with actionable insights.

🗂 Episode Breakdown:

00:00 – 05:30
Introduction to Morgan Lee and her career journey into property marketing.

05:31 – 12:00
Overview of Monarch Residences: scale, scope, and the multi-faceted marketing strategy.

12:01 – 20:00
Challenges in project marketing: from render management to delays and data-driven decision making.

20:01 – 30:00
Breakdown of channel performance: why signage and Domain delivered unexpected ROI.

30:01 – 38:00
Importance of attribution, feedback loops with sales teams, and adapting campaign messaging.

38:01 – 45:30
The growing sophistication of buyers and how community and culture shape decision-making.

45:31 – 52:00
Marketing strategies pre- and post-DA approval, and how to personalize buyer experiences over long sales cycles.

52:01 – End
Emerging trends: AI, VR, split testing, and building buyer trust through smarter content and tech.