In this concise yet insightful episode of Project Profile, Mark Allen demystifies one of the most overlooked yet critical components of property marketing: tracking. With a focus on UTMs (Urchin Tracking Modules), Mark explains how effective tracking can uncover what’s really working in your marketing campaigns—not just in terms of leads, but in actual property sales outcomes.

Listeners will gain clarity on how to implement UTMs across platforms like Google, Meta, and email campaigns, and how to use the data collected to build smarter, more cost-effective campaigns that convert. Whether you're running large-scale developments or boutique projects, this episode delivers the foundational knowledge needed to stop guessing and start tracking effectively.

Subscribe for more real-world insights into property marketing that help you grow smarter, not just bigger.

📌 Episode Breakdown:

00:00 – Intro & Topic Overview
Mark introduces the importance of tracking in property marketing and why it's often misunderstood or underutilised.

01:30 – Why Marketers Struggle with Tracking
Complexity is a barrier, but tracking doesn’t have to be hard—especially when tied to bottom-line outcomes like sales.

03:00 – The Risk of Not Knowing Where Leads Come From
A real-world scenario illustrates how money is wasted when campaigns aren’t tracked properly.

04:30 – Lead Volume vs. Lead Quality
Mark explains the difference between high lead volume and meaningful conversions, using an example involving EDMs, Google, and Meta ads.

06:15 – Introducing UTMs (Urchin Tracking Modules)
What UTMs are, where they come from, and why they’re essential for understanding traffic sources and conversion paths.

08:00 – Breaking Down a UTM Example
How to use UTM parameters to identify platform, placement, and even specific ad creatives—driving deeper insight into buyer behaviour.

09:30 – Building Buyer Personas from Tracking Data
Learn how consistent UTM use can reveal your most effective buyer personas and optimise future campaigns.

10:15 – Final Thoughts & Key Takeaways
Tracking creates a feedback loop for campaign success—but only if you define your objectives upfront. If you're not tracking, you're guessing—and guessing is expensive.

🎯 Key Takeaway:
UTMs aren’t optional—they’re essential. Track smarter, spend better, and convert more by embedding tracking into every campaign.

📄 Episode Description:

In this back-to-basics episode of the Project Profile Podcast, host Mark Allen explores the powerful impact of split testing in property marketing. Whether you're refining landing pages, crafting ad copy, or deciding which images to use in your campaigns, split testing is one of the most effective tools to improve results and reduce wasted ad spend.

You'll learn:

• What split testing (A/B testing) actually is
• The key elements to test: headlines, images, CTAs, form fields, copy
• How to structure your tests with clear hypotheses
• Why you should only test one variable at a time
• How Meta’s algorithmic targeting is changing the game

Perfect for property marketers looking to generate more leads, optimize their campaigns, and align their messaging with what buyers actually respond to.

👉 Subscribe now and level up your property marketing results with smarter testing.

🗂️ Episode Breakdown:

00:00 – 01:15
🎙 Welcome & Introduction
Mark opens the episode and sets the tone for a tactical solo session focused on marketing fundamentals.

01:15 – 03:00
📌 Why Split Testing Matters
Discover why testing is crucial to understanding buyer psychology and increasing conversion rates.

03:00 – 06:30
🧪 Split Testing 101
Simple explanation of what split testing is and how it helps optimize performance.

06:30 – 10:00
🖥 Landing Pages: Headlines First
Learn how to test landing page headlines and apply the “10 conversions or 10 days” rule for valid results.

10:00 – 13:30
🖼 Hero Images, Forms & CTA Buttons
Test hero images (lifestyle vs. property), limit form fields, and try new call-to-action (CTA) button text and colors.

13:30 – 16:00
📢 Ad Creative: What to Test First
Mark’s go-to framework: House vs. Facilities vs. Lifestyle imagery, and how to double down once you see what works.

16:00 – 18:30
📝 Ad Copy & Headlines
High-performing copy types to test: emotional, value-driven, short, long—and why the headline often matters most.

18:30 – 20:00
🎯 Audience & Targeting Testing
Who are you targeting? Mark explains the importance of audience breakdowns—even as Meta shifts toward algorithmic targeting.

20:00 – 21:00
📊 Final Thoughts & Recap
Simple steps to start testing effectively, scale what works, and ditch what doesn’t.

🎧 If you're a property marketer looking to work smarter, not harder—this episode is for you.

In this deep-dive episode of the Project Profile Podcast, host Mark Allen sits down with Adam Di Marco—Founder and CEO of The Urban Developer and Director of the Di Marco Group—to explore the future of property development, media, and marketing in Australia.

From launching The Urban Developer as a side hustle to building it into the leading independent voice in the industry, Adam shares his unique perspective at the intersection of media and development. With a background that spans high-level corporate development, international projects like Dubai’s Palm Jumeirah, and a media platform trusted by over 90,000 professionals, Adam offers unfiltered insights into what’s working—and what’s next.

Expect high-value discussion on emerging trends, buyer behavior, modular construction, AI and robotics, and why project marketing is shifting from hard-sell to human-centric storytelling.

🧩 Episode Breakdown:

[00:00 – 05:00] Welcome & Introduction

• Adam’s dual role in media and development
• Background on The Urban Developer’s mission and audience

[05:00 – 12:30] What is The Urban Developer?

• Independent news, industry events, and award programs
• How TUD serves professionals across the property lifecycle

[12:30 – 25:00] Adam’s Career Journey

• From working in Dubai to founding multiple development ventures
• Lessons learned from the GFC
• How a blog evolved into a national platform

[25:00 – 34:30] Bridging Media & Development

• Leveraging field experience in content creation
• Why The Urban Developer is viewed as part of the industry, not just a media outlet

[34:30 – 44:00] Audience Behavior & Ecosystem Thinking

• Developers as the drivers of the property “food chain”
• Trends in engagement, curiosity, and cross-sector learning
• The role of trust in property marketing and media

[44:00 – 55:00] Modern Project Marketing Insights

• Brand marketing vs. retail messaging
• Longer buyer journeys and higher buyer sophistication
• Rising expectations around lifestyle, amenities, and transparency

[55:00 – 01:00:00] Looking Ahead: Industry Innovation & Disruption

• Construction bottlenecks and vertical integration
• Modular, prefab, and 3D-printed buildings
• AI, robotics, and dynamic pricing tools
• How developers can adapt and stay ahead

✨ Key Takeaways:

• The Urban Developer combines independent journalism with deep industry participation.
• Marketing strategies must now focus on trust, storytelling, and long-term brand building.
• Quality is overtaking price as the top decision driver for buyers.
• New tech—from dynamic pricing to humanoid robotics—is reshaping the development process.
• Despite disruption, the future of property development remains rich with opportunity.

Perfect For:
Property developers, marketers, architects, urban planners, agents, and anyone invested in Australia’s property future.

🎧 Listen now on Spotify, Apple Podcasts, or your favorite podcast app.
📺 Watch the full episode on YouTube and hit subscribe for more expert insights.