Episode Synopsis:
In the first episode of a new campaign-focused series, Mark Allen welcomes Beck Jane West from Project Profile to unpack the importance and strategy behind “Coming Soon” or hype campaigns in property marketing. These pre-launch initiatives may begin with almost no content—just a logo and a vision—but their impact can be pivotal in positioning a project for success long before a sales campaign begins.

Listeners will discover the tactical approaches, creative strategies, and common challenges involved in launching early-stage property campaigns. Beck shares expert insights on building anticipation, generating a qualified database, and nurturing interest in an ever-changing property market—plus how to reward early registrants and transition smoothly into a now-selling phase.

Whether you’re a developer, marketer, or simply curious about how great property campaigns come to life, this episode delivers a blueprint for how to set your project up for success before it even hits the market.

📌 Episode Breakdown:
00:00 – 01:35
Introduction

Mark introduces the series and today’s focus on Coming Soon campaigns.

Guest: Beck Jane West from Project Profile.

01:36 – 05:00
What Is a Coming Soon Campaign?

Explained as pre-launch marketing: hype campaigns, Register Your Interest, etc.

When and why developers initiate these campaigns.

05:01 – 08:40
Strategic Timing and Purpose

Early database building and nurturing over time.

Importance of starting before DA approval to capture long-lead buyers.

08:41 – 12:20
Treating Your Early Audience

Creating value for early registrants: VIP access, early floor plans, EOIs.

Understanding buyer behavior and urgency in off-the-plan purchases.

12:21 – 16:00
Creative Challenges at the Start

Starting from scratch: no renders, no branding—just a logo and vision.

Content sourcing strategies including Shutterstock, user-generated content, and local collaborations.

16:01 – 19:30
Campaign Elements & Ad Testing

Social content, PPC ads, quote tiles, lifestyle videos.

Using data to refine messaging based on audience preferences (e.g. lifestyle vs. location).

19:31 – 22:00
Landing Pages & Lead Capture Tactics

Using basic landing pages effectively.

The power of FOMO and the psychology behind early interest.

22:01 – 23:30
Difference Between Coming Soon and Now Selling

Transitioning from teaser messaging to full campaign with sales materials.

Importance of rewarding early sign-ups.

23:31 – 24:00
Wrap-Up and What’s Next

Preview of the next episode on Now Selling campaigns.

Call to action for YouTube subscribers and podcast reviews.

🎯 Why Listen:
This episode is a must-listen for anyone looking to elevate their property project marketing. Beck's expertise offers a rare, behind-the-scenes look at how to start strong, build momentum, and lay the groundwork for high-converting campaigns—all before a project even hits the market.