In this episode of The Project Profile Podcast, host Mark Allen is joined once again by Beck to dive deep into the pivotal “Now Selling” phase of property marketing campaigns in Australia. Following the “Coming Soon” (Register Your Interest) stage, this conversation explores how to shift gears from generating awareness to driving conversions and sales. The team unpacks what changes in messaging, platforms, creative, and buyer engagement tactics as the campaign matures. From sales-ready websites and rich buyer content, to floor plans, pricing strategy, CRM utilisation, and EDM reporting—this episode is packed with actionable insights for developers and marketers navigating the property sales journey. Whether you're launching a brand-new residential development or preparing to sell out a penthouse collection, this episode is your roadmap for executing a high-impact Now Selling campaign. 📌 Episode Breakdown: 00:00 – Welcome + Setting the Stage Mark welcomes back Beck, setting up the continuation of the property campaign series, transitioning from Coming Soon to Now Selling. 03:00 – What is a “Now Selling” Campaign? The team defines the purpose and strategic shift of this phase, where campaigns transition from interest generation to active selling. 07:20 – From Awareness to Conversion: How Messaging Evolves Exploring content pillars, introducing pricing, floor plans, renders, and how buyer expectations shift at this stage. 13:45 – Website Evolution for “Now Selling” A breakdown of the must-have pages (home, about, gallery, enquiry, team, blog), and why a well-structured, information-rich website is critical. 20:10 – To Price or Not to Price? That is the Question A nuanced conversation about the pros and cons of putting pricing front and center in your campaign—and how buyer behaviour affects this decision. 28:20 – Email Strategy: Nurturing Buyers with Data-Driven EDMs How to structure monthly EDMs with content-rich updates, apartment features, and performance reports that feed sales reactivation. 35:45 – Social Media Strategy: Developer vs. Project Profiles An in-depth look at whether to market under the developer brand or create separate social accounts for each project—and how to make the call. 42:00 – Creative Strategy & Content Planning How to shift from ghost posts to rich, informative creative—featuring floorplans, VR tours, renders, amenities, and buyer personas. 46:15 – Lifecycle Milestones within “Now Selling” From campaign launch to construction updates, topping out, and pre-settlement—what content and messaging to deploy at each stage. 49:40 – Selling the Last Apartments: Penthouse Campaigns & Tailored Funnels Strategies for the final push: exclusive collections, upgraded creative, price transparency, and hyper-personalised campaigns. 51:15 – Red Flags, Missed Opportunities & Final Takeaways The biggest mistakes developers make in this phase—such as not analysing data—and why optimising messaging and touchpoints is critical. 💡 Key Takeaways: Your website is now your best salesperson—fill it with high-value, buyer-ready content.Don't fear giving away too much—the more informed your buyers are, the faster (and more seriously) they’ll act.Use your CRM data—track what buyers click on and use it to re-engage hot leads.Always be learning—test creative, messaging, and content formats to refine your campaign over time.The developer brand matters—invest in building long-term equity through consistent, centralised branding.Stay tuned for the next episode where the team dives into Developer Marketing—a critical strategy for long-term success&
