The Urban Developer spoke recently with Georgia Scanlon, managing director of Patch Creative, a creative agency that says it has taken a 180-degree approach to project branding and marketing across residential projects and land estates.
Patch is a creative agency that is focused on generating leads rather than branding—tell us about that?
My background is in real estate project sales and advisory, and understanding key buyer demographics on each project is crucial to ensuring a project’s success.
Qualified buyers equal transactions. Don’t get me wrong—creating sexy cutting-edge logos and branding is key, but at the same time the shelf life of such brands is short in the grand scheme of things.
My approach to projects is about generating qualified leads that come in on budget while creating a good news story for the developer’s brand.
Developer’s brands are becoming more and more relevant—more so than project brands—and are a key consideration in a buyer’s decision-making process. “Who is the developer?” is a question being asked more and more.
My focus from day one has been about getting cut-through for my clients that result in sales. When I say cut-through, I mean formulating a qualified marketing strategy and creating cool, relevant creative content that supports the appointed sales team establish a strong rate of sales from the start and through the life of the project.
Each project is unique, with a different set of requirements. It is crucial for my team to get an understanding of the holistic marketing budget to build out campaigns for the life of the project in an ever-evolving market.
What do you mean by “cool and relevant content”?
A great example is a recent video we created for a teaser campaign—our client wanted to go to market with a soft launch before our first set of CGIs had been produced. My team and I sat down and worked out the two coolest parts of the project. The views and the study spaces. Bingo. We thought, let’s bring them to life without focusing on the product. Our work from home beach teaser video was created from that concept and we’ve had an incredibly successful response to it.
What are some of the projects you’ve been working?
Patch launched just shy of 12 months ago. Our first project was a land estate that we generated enough qualified leads to sell out during the teaser campaign. We’ve worked on a couple of boutique western Sydney projects and are currently working on Central Coast Quarter, a mixed-use multi-stage project in Gosford. The next six months will be focused on a large master planned estate in Victoria and the launch of two boutique residential projects on Sydney’s Lower North Shore along with two other land estates in NSW.
A number of Patch’s clients shared their thoughts about the agency:
“The team at Patch are results conscious, they have a great ability to understand market depth, not just branding,” Justyn Ng, developer manager at St Hilliers, said.
“It’s a personal approach where the results we’re looking for as the client is what drives them. It’s not a typical client and creative agent relationship.”
Lara Willoughby, asset analyst for Balmain Asset Management said the marketing process was often stressful and expensive.
“The team at Patch have a great ability to workshop the brief with us and have an undeniable ability to create and capture what resonates with buyers,” she said.
“The success of many of our projects’ enquiry is owed to Patch Creative’s unparalleled service and capacity.”
Finding a creative agency that understood niche markets had been key to success, Derek Erwin, managing director of Ironstone Property Group, said.
“The team have a willingness and adaptive approach which is really needed in niche markets—it’s not a cookie-cutter approach. Patch has become an integral extension of our team,” he said.
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