Marketing For
Property Developers.
Brand, website and Meta campaign built to tell the Headland story.
Twelve cleared lots at Lugger Bay, freshly titled and already approved, with no name, no story and nothing to say what they were.
A story-less clearing does no justice to what is actually on offer. This is a rare stretch of coast where somebody can build the house they have been drawing in their head for years, instead of choosing from a catalogue on an estate that looks like every other estate.
The opportunity was already sitting there. What was missing was any way for a buyer to see it.
Ready Buyers,
Not Page Views.
Twelve titled lots with one D/A and nothing yet built to show what they could become. The campaign was written to hand agents people already qualified to act, not a page view to chase.
Twelve cleared homesites. Twelve possible futures.The Twelve · Lot Selector
Meta Ads Manager · campaign to date, live · full case study → Headland
An empty lot is the hardest thing in property to sell, because there is nothing to look at. The buyer is asked to pay for a view they have to imagine unaided.
Staging is the documented answer to that in housing. NAR's 2025 research found most buyers' agents say a staged property is easier for a client to picture as their own, and that more of them will book a walkthrough after seeing one online. Bare land is the same problem with nothing at all to picture.
So we built the picture. The brand was drawn from the location and the approval, not from a template. The Information Memorandum treats the land as a design opportunity rather than a listing. Each lot carries an AI render of a considered, site-specific home: the right orientation, the real setback, the actual outlook. Not a stock house dropped on a paddock.
The approval is the thing nobody else has, so the brand carries it. One D/A across twelve lots is what makes designing a future here a plan rather than a wish.
National Association of Realtors, 2025 Profile of Home Staging
With the identity settled, the campaign was built with the brand guide to deliver a consistent and distinct premium document across all platforms.
Then the media plan, which needed solving before a dollar moved. Meta's Australian taxonomy has no interest for land buyers: no acreage, no land for sale, no sea change. The audience could not be bought off the shelf, so it was assembled from verified adjacent interests and sized before launch. Roughly 2.15 million reach across Sydney, Melbourne and Brisbane at 45 to 65, with a tighter four-interest version at 1.85 million held back to test against it.
The benchmark came from Rex Software's analysis of 152 Australian real estate ad accounts and $285,658 of spend, which puts a realistic cost per lead between $60 and $150 across Australian real estate. The campaign was not planned against the middle of that. The on-plan band was set at $60 to $90, the demanding end of the range, with anything above $150 treated as a signal to fix the message rather than spend harder into it. It is currently running well under the band.
Two decisions worth naming, because they are where the money was saved. Far North Queensland locals were kept out of the cold audience deliberately, since they arrive through organic and retargeting for a fraction of the cost. The 400 leads from the earlier agent campaign were uploaded and then excluded, so paid budget was never spent reaching people the agents already had.
Benchmark: Rex Software, Facebook ad benchmarks for Australian real estate · 152 accounts, $285,658 spend, October 2023 to September 2024
01We are pre-D/A. Too early?
Earlier is better. The brand and the story do their hardest work before the first lot is listed.
02Do you work with our sales agents?
Yes. The agents sell; the marketing hands them people ready to buy. Headland ran with two exclusive agencies from day one.
03What does it cost?
Prices are on the pricing page. A development engagement is scoped from the Brand Guide for the estate.
04Do you only do coastal Queensland?
Based at Mission Beach, work from here to anywhere. Coastal is where the record is.
The foundation every communication comes out of. Who you are, how you sound, how you look, aimed by the research behind it.
Two weeks. The starting point for a business new to market.
