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.

In this episode of Project Profile, host Mark Allen sits down with celebrated architect and developer Joe Adsett for an insightful discussion on the intersection of architectural design, property development, and project marketing in Australia. With 15 years as an architect and a decade of experience as a developer, Joe shares how wearing both hats has shaped his design philosophy, marketing approach, and understanding of what today’s buyers truly value.

From climate-responsive design and sustainability to the evolution of digital sales tools and the importance of authenticity in marketing, this conversation uncovers the behind-the-scenes thinking that drives successful property projects. Joe also offers candid advice on balancing design integrity with marketability—and reveals what’s next for his practice as they scale into larger developments.

Whether you're a marketer, developer, architect, or just fascinated by real estate design, this episode offers a rare, holistic look at what makes a property project stand out—and sell.

Episode Breakdown:

00:00 – Introduction

• Mark welcomes listeners and introduces Joe Adsett
• Joe’s background in architecture and property development

02:00 – Architect vs Developer: Finding Balance

• The freedom of designing for your own developments
• Differences in creative control and risk when working for clients vs self

06:00 – Signature Projects & Design Philosophy

• Joe discusses standout projects like Cliffhanger and Maison
• Emphasis on curved forms, subtropical modernism, and climate-responsive design

10:00 – Sustainability & Long-Term Thinking

• Concrete as a durable but high-carbon material
• Designing for cross-ventilation, natural light, and energy efficiency
• Caution around overcommitting to emerging tech like solar and batteries

15:00 – Designing for Post-COVID Lifestyles

• The rise of multi-purpose rooms and work-from-home spaces
• Gig economy influencing flexible apartment layouts

18:30 – Innovations in Construction & Smart Tech

• Cautious optimism toward robotics, 3D printing, and smart homes
• Early adoption vs trailblazing risk in conservative industries

22:00 – Marketing & Selling Off-the-Plan Projects

• Trust as the #1 factor in off-the-plan sales
• Digital twins, interactive renders, and floor-by-floor view matching
• Leveraging architectural brand and storytelling in campaigns

28:00 – Simplifying the Message for Buyers

• Why most buyers don’t care about intricate design details
• Focus instead on liveability, light, layout, and lifestyle benefits

32:00 – Lessons from the Palai Project

• Social media vs portal performance: $7 CPL vs $200
• Digital campaigns backed by physical display suites
• Success with high-end, arch-heavy aesthetics and brand loyalty

36:00 – Future Projects & Broader Appeal

• Moving into larger, more affordable developments
• Challenges in balancing scale with design integrity

38:00 – Final Thoughts

• Avoiding design trends that date quickly
• Authenticity in materials and storytelling
• How buyers’ priorities are evolving and how architects/marketers must adapt

📢 Subscribe now for more behind-the-scenes insights into Australia’s most innovative property projects—and how they’re brought to market.

https://www.joeadsett.com.au/

https://www.instagram.com/joeadsettarchitects/

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.

Episode Synopsis:

In this episode of the Project Profile podcast, host Mark Allen sits down with Beck from Project Profile to dive deep into the engine room of content and creative for property development marketing. Beck shares a strategic and experience-rich perspective on crafting compelling content that converts — from social media to blogs, landing pages to email campaigns.

Listeners will get a behind-the-scenes look at how Project Profile uses storytelling, testing, audience targeting, and channel-specific messaging to build campaigns that genuinely resonate with buyers across different markets. From avoiding the classic Canva and ChatGPT content traps to turning bird photos into buyer engagement gold, this conversation is packed with tips, insights, and real-world examples.

Whether you’re a marketer, developer, or just fascinated by how major property campaigns are brought to life, this episode is a must-listen.

Episode Breakdown:

00:00 – 03:00
Introduction to the Podcast & Today’s Guest
Mark introduces the podcast’s goal — sharing insights from industry leaders — and welcomes Beck, head of creative at Project Profile.

03:01 – 10:45
Social Media Content Strategy 101
Beck explains the foundational pillars: location, property details, and lifestyle. She shares how content is tested monthly and adjusted based on engagement.

10:46 – 17:00
Posting Frequency, Boosting, and Paid Reach
The value of the “pay to play” approach and why three posts a week, each boosted, is often more effective than high-volume organic posting.

17:01 – 24:30
Targeting, Audience Segmentation & Buyer Personas
Discussion on geo-targeting, campaign evolution based on buyer data, and refining content to speak directly to first homebuyers, downsizers, and more.

24:31 – 31:00
Funnel Stages & Messaging Differences Across Channels
Beck outlines how content tone shifts from top-of-funnel social to mid-funnel ENCs to bottom-of-funnel EDMs and landing pages.

31:01 – 37:45
Dealing With Trolls & Comment Management on Social Ads
Practical tips on hiding vs. deleting comments, and why good comment moderation is essential for campaign health.

37:46 – 44:00
Blogs That Work: Overcoming Objections and Selling Lifestyle
How blog content can solve real buyer pain points (e.g., body corporate fees), answer sales objections, and deepen buyer intent through lifestyle storytelling.

44:01 – 48:15
Creative Tools, Canva vs. Adobe, and AI Pitfalls
The pros and cons of creative tools, why Adobe still leads, and how to use AI tools like ChatGPT responsibly and strategically.

48:16 – 52:00
Landing Pages vs. Websites & Smart Structuring for Conversion
Why single-action, campaign-specific landing pages are vital — and how to keep them aligned with upper-funnel messaging.

52:01 – 55:00
Using Stories & Reels Effectively + Video Best Practices
How to optimize reels and stories (without cutting off your messaging), and why humanizing content through team videos can boost engagement.

55:01 – 56:00
Final Thoughts & Wrap-Up
Beck’s final advice: stick to your story, test relentlessly, and stay focused on content with purpose.