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Project Profile Podcast
Project Profile Podcast Is where Australia's best property marketers share their stories. We delve into the challenges faced in promoting and marketing new developments, the creative strategies used to captivate buyers, and how data-driven marketing is shaping the future of property sales. Whether it’s discussing high-end residential projects or new community developments, this podcast explores the full spectrum of property marketing.
Project Profile Podcast
Episode 6: Coming Soon Campaigns: The Pre-Launch Secret to Property Success
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.