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 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.