Profile Wayne Rogers has now joined Extension Marketing as the Director of Retirement & Lifestyle. Wayne would be well known to many in the retirement industry having been a key driver in the growth of the retirement sector over the past decade. He led the sales and marketing teams at Primelife from 1998 to late 2004. Since then, Wayne has been independently consulting many of the nation’s leading developers and operators. Now with the support of the established Extension Marketing team, Wayne aims to shake up traditional retirement village marketing & advertising which he says is increasingly becoming ineffective. “For the last few years the industry have been trying the same thing hoping for a different result” says Wayne.

At Extension Marketing we are putting some new thinking around retirement marketing to generate results. We are currently in the pilot phase of a financial tool called ‘Retire Smart’ that we have developed and are pretty excited at how this could make a real impact on conversion rates for villages.

‘But it is too early to say much more” says Wayne.

Wayne’s move to Extension Marketing has recently been featured in Industry Insight, in the May Issue of the Property Council magazine.
 

Knight Frank, the official selling agent of the development reached a high point last weekend, selling 16 apartments in one day, totaling 87 sales to the general public to date from their park front display in less than 6 weeks, with an estimated value of over 40mil.

So what’s the secret?

“We attribute our success is to a having a great product which is marketed well and buyers are responding to this,” says Tom Ormerod of Knight Frank. “We’ve had a great team working together to deliver this unique product.”

The team behind the marketing of Pearson & Victoria is developer TRG Properties, Knight Frank and Extension Marketing.

Pearson & Victoria was developed not only with a venturous and unconventional property name, but also a brand and romantic advertising that is pulling in buyers from all over Melbourne.

“It is great team work that makes a project succeed,” says Jon Ellis, principal of Extension Marketing, “not any one contributor, and we try and partner with all of our clients to maximise on the best possible result.”

The great thing about Pearson & Victoria’s success is that it was a direct response from a well planned and targeted campaign.

“It’s their diligence,” says Tom Ormerod, “their experienced understanding of the industry and extremely clever creative that has worked well for Pearson & Victoria.”

Pearson & Victoria is now selling stage 2 with apartments starting from $349,000.

Display Suite Open
Sat & Sun 12-4pm
Wed 12-7pm, Thurs-Friday 12-4pm

460 Victoria St, Brunswick VIC

www.pearsonvictoria.com.au
 

The UDIA has harnessed its vast network and knowledge bank to create an industry first in Victoria – The Professional Property Development Program. This 6 day course is designed to provide industry professionals with an in-depth and detailed insight to becoming multi-skilled developers focusing on interaction with experienced industry professionals.

Divided into two programs, held between March-July and Aug-Oct 2009 the 6 module course covers all aspects of the development process from identifying project land and structuring acquisition strategies to sales and marketing.
 

Google Adwords  US 21 BILLION in Google advertising last year. So where are Australian Property developers??? Well in the most part they are nowhere. If you consider the spend in traditional newspapers or on commonly used classified websites, Google Adwords is a massively under-utilised tool in the industry, and with 1.5 million Australian searches for the word “Property” last month alone, it begs the question, why?

We are certainly not suggesting you switch from realestate.com.au to Google Adwords, they should still be a key component of your marketing.  

Adwords is probably most effective at the launch of your project. Most websites will take a while to be found by search engines often many weeks resulting in loss of prospects. With Adwords you can target those prospects at once. Also with Adwords don’t forget to target your competitors projects!

As your project matures so too must your ads, tailor them and refine them to reduce the cost per lead. Google has conversion tracking so unlike any other media you can measure exactly what ad generated a signup. This provides real cost for each lead.

Extension Marketing have in-house Google Adwords Professionals and we have been successfully running Google Ad campaigns for a number of projects with budgets from as little as $1,000 per month.

Our service includes;

o Selecting the right keywords
o Defining your target audience
o Developing your Online ad
o Allocating and managing your budget
o Optimising your media buys and bids
o Ensuring proper geographical targeting of customers
o Tracking campaign performance, billing and budgets
o Reporting