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.

In this debut episode of the Project Profile Podcast, host Mark Allen introduces the mission and vision behind the show—bringing insightful conversations from within Australia’s dynamic property marketing landscape. With a wealth of experience across various property sectors, Mark lays the foundation for what listeners can expect: real stories, strategic insights, and expert advice from developers and marketers navigating ever-changing market conditions. Whether you're a developer, marketer, or industry enthusiast, this episode sets the tone for a compelling journey into the art and science of property marketing.

In this engaging episode, host Mark chats with Eloisa Greenham, Marketing Manager at Sherpa Property, to unpack the evolution of property marketing in today's dynamic real estate landscape. With a diverse background across multiple sectors—from investment and project marketing to luxury beachfront developments—Eloisa offers grounded insights into what it takes to market property effectively.

Listeners will gain firsthand knowledge on the importance of adaptable marketing strategies, the transition from luxury projects to accessible housing, and the critical role of understanding buyer personas. Eloisa shares practical advice on using AI tools, the value of CRM integration, balancing sales-marketing alignment, and the impact of buyer experience from inquiry to settlement.

Episode Breakdown:

[00:00 - 04:00] Introduction to Eloisa and her career path in property marketing

[04:01 - 08:00] Overview of Sherpa Property’s “less is more” ethos and how it has evolved

[08:01 - 13:00] Launch of the “Flourish” brand and the shift toward affordable, community-based living

[13:01 - 18:00] Navigating new marketing challenges and building trust with first-time buyers

[18:01 - 24:00] Strategic differences between luxury and multi-res developments

[24:01 - 29:00] In-house vs. agency support and the evolution of Eloisa’s marketing role

[29:01 - 33:00] Lead nurturing and the importance of database ownership and segmentation

[33:01 - 39:00] Insights on campaign performance, channel mix, and ad testing

[39:01 - 44:00] Use of VR, buyer education, and hosting informative events

[44:01 - 48:00] The dynamic between marketing and sales teams; strategic feedback loops

[48:01 - 51:00] Embracing AI, CRM transitions, and advice for aspiring marketers

Takeaway:
Whether you're a property developer, marketer, or sales professional, this episode delivers tactical insights and real-world examples that demonstrate how to meet the market where it is and create meaningful connections with buyers.

In this eye-opening episode of the Project Profile Podcast, host Mark Allen sits down with David Bennett, AI consultant at Adaptive, to explore the transformative role of artificial intelligence in the Australian property marketing landscape. From productivity gains and generative design tools to hyper-personalized buyer journeys and AI-powered sales agents, David provides a rich and accessible guide to how property professionals can integrate AI today—and what to expect in the near future. Whether you're a developer, marketer, or sales agent, this episode delivers valuable insights to help you stay competitive in a rapidly evolving industry.

Episode Breakdown:

00:00 – 03:00
Introduction to the Project Profile Podcast and guest David Bennett from Adaptive

03:00 – 10:30
David’s background and journey into AI; founding Adaptive to bridge AI and property marketing

10:30 – 18:00
Common business confusion around AI; workshops to identify workflows and pain points

18:00 – 25:00
Real productivity boosts from AI; automation in proposal generation and communications

25:00 – 32:00
AI use in property marketing: from chatbots on landing pages to multilingual, 24/7 sales support

32:00 – 40:00
Hyper-personalization in campaigns; creative testing and real-time optimization with AI tools

40:00 – 47:00
Predictive analytics, CRM automation, and digital twins for data-driven marketing strategies

47:00 – 54:00
Addressing public bias towards AI; the rise of AI-first sales teams and real-world limitations

54:00 – 59:00
Future outlook: AI's impact on SEO, community management, and voice AI experiences

In this enlightening episode of the Project Profile podcast, Morgan Lee, Head of Marketing at Consolidated Properties Group, dives into the art and science of marketing large-scale property developments. With over 14 years in the industry, Morgan shares her journey from marketing assistant to leading multi-million dollar campaigns, including the standout Monarch Residences in Toowong.

Morgan offers a behind-the-scenes look at how she manages end-to-end project marketing—balancing strategic thinking with creative delivery, and coordinating with internal teams and external consultants. She unpacks the successes and lessons from the Monarch campaign, the importance of signage and surprising ad channel performances, and how community-building and customer experience are becoming non-negotiables in property sales.

Perfect for marketing professionals, developers, or anyone intrigued by what it takes to sell the dream of off-the-plan living, this episode is rich with actionable insights.

🗂 Episode Breakdown:

00:00 – 05:30
Introduction to Morgan Lee and her career journey into property marketing.

05:31 – 12:00
Overview of Monarch Residences: scale, scope, and the multi-faceted marketing strategy.

12:01 – 20:00
Challenges in project marketing: from render management to delays and data-driven decision making.

20:01 – 30:00
Breakdown of channel performance: why signage and Domain delivered unexpected ROI.

30:01 – 38:00
Importance of attribution, feedback loops with sales teams, and adapting campaign messaging.

38:01 – 45:30
The growing sophistication of buyers and how community and culture shape decision-making.

45:31 – 52:00
Marketing strategies pre- and post-DA approval, and how to personalize buyer experiences over long sales cycles.

52:01 – End
Emerging trends: AI, VR, split testing, and building buyer trust through smarter content and tech.