In this episode of the Project Profile Podcast, host Mark Allen welcomes Jake Vanderrol, founder of Wiredlans, to unpack the real-world benefits and challenges of implementing CRMs in the property development space.
With more than a decade of experience helping businesses streamline operations using Salesforce, Jake shares how developers can consolidate fragmented systems into a single source of truth. From AI-powered marketing automation to full contract workflows and inventory tracking, this episode breaks down what a modern, intelligent CRM setup should look like—and how to avoid the pitfalls of underpowered tools.

If you’re a developer, project marketer, or agency partner looking to scale smarter and close more contracts with less friction, this is the CRM masterclass you’ve been waiting for.

Episode Breakdown:
00:00 – Introduction
Mark introduces guest Jake Vanderrol of Wiredlans and the focus of today’s episode: smarter CRM systems for property projects.

02:20 – What Wiredlans Does
Jake explains how Wiredlans helps businesses unify their tech stack, build custom Salesforce solutions, and deliver data-driven decision-making.

06:05 – The Problem with Disconnected Tools
Why piecing together multiple platforms like MailChimp, spreadsheets, and SMS systems creates reporting nightmares and operational friction.

09:10 – The Foundation for Good AI
AI is only as powerful as the data behind it—Jake explains why a clean, centralized CRM is the critical first step.

13:30 – Real-Time Sales Visibility
How a unified CRM helps sales teams know exactly when, how, and why to engage prospects based on behavior and timing.

17:15 – Why Salesforce Is the Chosen Platform
Jake outlines why Wiredlans exclusively builds on Salesforce—and how it powers both small teams and Fortune 500 companies alike.

20:10 – Tailoring CRMs to Each Developer
There’s no one-size-fits-all: Wiredlans customizes each system to reflect a developer’s unique process, product, and market.

24:00 – Lead Scoring That Works
Most property marketers get lead scoring wrong—here’s how to structure it for better sales outcomes and less wasted follow-up.

28:20 – Salesforce Marketing Cloud Next & AI Tools
Introducing next-gen capabilities like automated segmentation, AI-generated campaign content, and smarter engagement journeys.

32:00 – More Than Marketing: Full Business Ops
Salesforce isn’t just for lead management—it handles inventory, customer portals, document generation, and post-sale servicing.

36:30 – Campaign Reporting & Multivariate Testing
Why having centralized, real-time data is essential for evaluating campaign performance and improving ROI.

39:40 – The Cost of Cheap CRMs
Jake explains why cheaper tools like Pipedrive or HubSpot often create more work—and cost more—in the long run.

43:15 – Reactivating Dormant Databases
Strategies for bringing back cold leads, segmenting intelligently, and creating automation-driven re-engagement flows.

47:00 – AI, Chatbots & Omnichannel Communication
Using tools like WhatsApp, SMS, and AI chat to connect with buyers how—and when—they prefer, without overburdening your team.

49:00 – Final Takeaways for Marketers
Jake’s closing advice: start with strategy, invest in your CRM foundation, and leverage automation to build long-term brand value.

Key Takeaways:
Consolidate your tech stack for a single source of truth
Salesforce can manage everything from lead to contract to handover
Good data fuels better AI and automation
Real-time dashboards improve campaign effectiveness
Lead scoring should reflect actual buyer behavior
Cheap CRMs often cost more over time
Reactivate databases with smart segmentation and automation
AI bots can enhance (not replace) rea

In this episode of The Project Profile Podcast, host Mark Allen is joined once again by Beck and Jane West 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 and Jane, 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 behavior 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

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.