Ant Bray’s Presentation to The Urban Developer

September 23, 2021 | Media Plus

On Thursday 8 July, our Managing Director Ant Bray was invited to talk to The Urban Developer’s client base on how to create a property media plan.

Ant joined Andy Hoyne, Founder of Hoyne, and Carly Cottam, Founder & CEO at MOTIV, to present a brand, media and sales strategy. It was an engaging 2-hour session with a number of questions from the over 100 attendees.

How to Create a Property Media Plan

Ant’s portion of the presentation touched on how to develop the perfect media plan for off-the-plan developments. His key takeaways were:

Identify Your Target

Without a clear target, your media agency is flying blind. A great tool to help discover who your audience and potential audience is, where to find them and how to reach them is Roy Morgan’s Helix Personas. This data is as detailed as where they live and what type of property purchaser they are.

Set Your Budget and Measurements of Success, and Establish Timeframes

Ask yourself – do you want to build a brand or are you there to simply sell? If you want to build a brand, it will cost you more. Allocate budget for ROI, launch phase and maintenance, as well as contingency, and set time frames for each.

Get the Basics Right, First.

Ensure your development is live on the major portals, as this is where property purchasers are most active: REA, Domain, Apartments & Developments and Urban.

Utilise a Digital Performance Campaign

Implement a digital strategy across the following channels:

  • Google – perfect for active and passive property purchasers.
  • Social – with over 10.8m Australians on Instagram, it’s the perfect place to attract passive buyers.
  • Programmatic – automated bidding on display advertising inventory in real-time, rather than buying directly from publishers.

Focus on Content

Our most successful campaigns occur when clients have an abundance of social, written and video content.

Above the Line Advertising

Whilst digital is the go-to for property advertising, we still see large spikes in web visits when above the line advertising is done correctly. This medium is typically used more for brand awareness campaigns than lead generation.

Analyse Performance

Your reporting dashboard should act as the single source of truth for your campaign. It’s important to be able to analyse your data so you can effectively assess each area of your campaign.

Optimise, optimise, optimise!

It is critical that you optimise your campaign regularly. Removing underperforming media placements or creative enables you to ensure you have every chance of hitting your campaign expectations.

If you’re interested in learning more about this presentation and media plan creation, reach out at anthony@mediaplus.com.au or 0407 850 603.