Satterley's campaign nominated for Best Property Sales Marketing
We're thrilled to announce that Satterley was selected as a finalist in the Best Property Sales Marketing Campaign category at the 2024 UDIA WA Awards for Excellence! This recognition highlights the incredible work done for The Glades, a masterplanned development in Byford that has pushed the boundaries of property marketing.
The Glades campaign redefined property marketing by prioritising emotional connections over traditional product-focused approaches. Designed to resonate deeply with first-time homebuyers still reeling from the effects of COVID, this campaign went beyond showcasing properties. At equ, we developed the innovative YouTube campaigns, working in collaboration with Satterley and their creative agency, who crafted the compelling creative assets. Together, we conveyed the unique living experience at The Glades through a strategic, emotionally engaging approach.
"We knew we needed to engage a young, tech-savvy audience in a way that felt authentic and relatable," says Cassie Plemic, Performance Marketing Lead at equ. "By leveraging digital-first platforms like YouTube Shorts and Instagram Reels, we created fast-paced, engaging content that captures the essence of everyday life at The Glades."
The campaign stood out by using portrait-oriented videos and upbeat music to highlight real-life stories and experiences, differentiating itself from the competition. It tailored content specifically for young, digital-native audiences, focusing not just on features but on the emotional benefits of living at The Glades.
A key element of the campaign was its ability to provide a cohesive brand experience across various touchpoints, including social media, video, and digital assets. By emphasising personal experiences, the campaign effectively guided audiences through the traditional sales funnel—from awareness to consideration to acquisition. We captured attention with emotional storytelling, followed up with rational messaging, and encouraged final inquiries with targeted retail messages.
Although the winner will be announced in September, the campaign had already demonstrated impressive results. There was a notable increase in website traffic, engagement, and social media impressions. Sales have also saw a significant boost, with 52 gross sales in the first period and 55 in the second.
The feedback from stakeholders has been overwhelmingly positive. Community members and buyers have praised The Glades for its unique offerings compared to nearby competitors. Satterley’s Head of Sales, Blaine Hall-Jones, reported a significant increase in high-quality leads and sales conversions. According to Nativ Design, an external consultant, the campaign was both engaging and adaptable.
Several digital marketing experts have lauded the campaign for its effectiveness in capturing and retaining audience attention. The strong performance metrics reflect the campaign’s success in meeting and exceeding its objectives, contributing to increased lot sales rates during the campaign periods.
As we await the final results in September, we are immensely proud of Satterley’s achievement as a finalist. This recognition for The Glades campaign is a testament to the power of innovation, emotional connection, and strategic execution in transforming property marketing. Fingers crossed for a win!
