Unlocking Success: How Smart Retargeting Transforms Property Sales

The Unexpected Buyer Group

Sometimes, a property does not attract the anticipated buyer group. Ann-Karyn Fraser, Lead Agent at Place New Farm, faced this challenge when she listed 115 Dell Rd, St Lucia, a charming riverside home in Brisbane. Initially aimed at young families due to its location near prestigious schools, the interest shifted unexpectedly towards developers.

A Strategy to Drive Results

Fraser emphasized the importance of a strategic marketing campaign to maximize interest and achieve a top price for her vendor. They implemented a four-week 'top offers' campaign, allowing interested parties to submit their best offers by a set date. This approach creates a sense of competition, encouraging buyers to act quickly.

Digital Marketing for Further Reach

The property was prominently showcased on property portals and amplified through social media marketing. Utilizing the Place Pulse Performance Package, Fraser expanded her outreach through social ads, leveraging the existing database to target potential buyers effectively.

Targeting a New Audience

Fraser utilized the Place Pulse Performance Package to retarget the campaign towards developers, reaching a broader audience than just local buyers. This strategy proved fruitful, highlighting properties to those looking for similar homes or larger blocks near quality schools.

Sydney Developer Seals the Deal

Ultimately, all four offers came from developers, with a cash buyer from Sydney planning to build two homes on the property. Fraser credits the strategic retargeting and collaboration with buyer's agents for successfully connecting with this buyer.

The Power of Integrated Marketing

Fraser concludes that combining online and offline marketing strategies is crucial for achieving the best outcomes in property sales. By maintaining a robust presence across multiple channels, agents can attract buyers who might not initially consider certain areas, ensuring no potential buyer is overlooked.