Longstanding partnership delivers outstanding sales growth for boutique property development Springlake.

Springlake
Project
Springlake - The best of the Adelaide Hills
Year
2015 - present
Services
Strategy, design, digital marketing, website development, content marketing, videography, photography, copywriting, advertising, branding, public relations.
Challenge

When the team behind boutique property development Springlake first approached Fuller in 2015, Springlake was an empty paddock on the outskirts of Mount Barker.

Operating within a highly competitive marketplace with multiple property developments launching in the area at the time, Springlake required a long-term marketing and communications strategy to not only help them sell land, but the promise of an exceptional lifestyle and community for future residents.

Strategy

Following an initial marketing and communications workshop, Fuller developed a comprehensive integrated strategy for Springlake, identifying position, purpose, promise, personality target audiences, key messages and tactics.

It was identified that Springlake would put people first, not development first, in all marketing and communications activities. With the tagline “The best of the Adelaide Hills”, Springlake wanted to highlight their boutique, premium offering, and community-feel.

While this messaging has remained consistent over the past five years, a yearly workshop is held to review and refresh the integrated marketing and communications strategy, developed to drive sales enquiry for the development.

To execute the yearly integrated strategies, Fuller has employed a variety of marketing and communications tactics, incorporating above the line advertising, digital marketing, visual and written content creation and distribution.

In 2019, Fuller built a new website for Springlake, and produced a television commercial, due to air in the first half of 2020.

Results

As a long-term client, year on year Springlake has trusted Fuller to deliver marketing and communications results that translate to land sales – in fact, thanks to a steady stream of new sales enquiries, in just five years more than 80 per cent of Springlake has been developed.

Since developing and launching the new Springlake website in 2019, there has been a remarkable 74.54 per cent increase in conversion rate on the website (website visitors making a phone call, writing an email, downloading a brochure, requesting directions or using the house and land search function).

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