Florian land estate triples monthly sales target with lead generation campaign

“Barking Bird have gone above and beyond my expectations for this land estate. The leads and sales that are coming through, and at the cost we’re getting them, are remarkable. If we keep going at this pace, we’re going to sell out well ahead of planned.”

- Sal Scrivano, Director - LandCore


Key achievements

  • Sold 32 land lots in the month of April, three times more than the client’s target
  • 25% Conversion rate
  • Stage 1 Release 50% sold in first week of release
  • Stage 2 Release 80% sold in first week of release
  • In April 2018, outsold all competing estates in the catchment combined by volume


The Objective

The Ballarat property market, as well as many other areas outside of Melbourne, have grown in value in recent years but remain largely undeveloped. In 2017, LandCore purchased a large block of land in the Ballarat suburb of Bonshaw with the intention of transforming it into a new community estate.  

LandCore’s objective for their new estate is to divide and sell the land over a period of two and a half years, at an average of 10 sales per month, primarily to a market of first home buyers and downsizers. To achieve this, they needed a brand for the estate and an advertising campaign to acquire qualified leads.

The Work

Barking Bird designed a new brand for the estate, giving it the name Florian, which is Latin for flower or flourishing. This ties in with the overall theme of the estate, which was intended to be a place where people could start anew and grow together in their new community. We also designed a range of brand assets including the brochure and flyers.

Being largely an online campaign, Barking Bird designed and built a custom website where leads could register their interest and receive e-mail updates about upcoming land releases. In addition to stage plan updates, the website also features a news section and information about the lifestyle of the area, with photography to support. In the backend, a lead capture tool records incoming leads from all sources.

To generate interest online, we created campaigns across Facebook, Realestate.com.au and AdWords. Offline, we designed full-page ads, which were featured in the local Ballarat newspaper.

Upon the release of each stage of the estate, buyers visit the Florian Land Sales and Information Office, which was designed by Barking Bird. The sales office features an interactive masterplan that buyers can use to explore the estate’s available lots as well as any supporting information about the local area. When a lot is purchased, Florian’s sales system can be easily updated by the sales agent to label the corresponding lot that has been sold.   

The Results

Since opening to the public in November 2017, Florian has:

  • Averaged 18 sales per month, against the client’s target of 10
  • Sold 32 land lots in the month of April, three times more than the client’s target
  • Released four stages in 5 months
  • Acquired 369 leads
  • Outsold all competing land estates in the catchment combined by volume
  • Achieved a 25% conversion rate
  • Received over 21,000 visits to the website over 5 months