Educating and Engaging Prospects: A Winning Content Marketing Strategy for Panorama Portarlington

Panorama Portarlington is a brand new residential community located along Geelong-Portarlington Road in Portarlington.??

Having owned the land for 30 years, Olive Tree Developments had a vision to create a meticulously designed, vibrant coastal community, and needed a dynamic project marketing team to bring their vision to life.?

As well as delivering project marketing, customer experience and sales strategy services leading up to the project’s launch in 2020, Property Republic continues to implement an evolving content marketing strategy that attracts, engages and converts prospects.??

The Approach?

For a collaborative and simplified approach to developing the content marketing strategy, Property Republic hosted an interactive customer journey and content workshop at the Portarlington site, attended by the owners, project director, sales representative and creative agency.?

The session ensured that the content marketing strategy we developed aligned with the customer experience and sales strategy. This gives the project the biggest opportunity for long-term success, by developing content that effectively nurtures prospects and purchasers throughout the entire customer lifecycle.??

The content marketing portion of the workshop covered:?

• Generating content ideas?
• Establishing content pillars?
• Exploring relevant hashtags?

• Defining the tone-of-voice?
• Developing the content marketing strategy?

Informed and inspired by the workshop outcomes, we continue to deliver complete content marketing, social media, lead generation and lead nurture solutions for Panorama Portarlington, including:?

• Brochure copywriting?

• Website copywriting?
• Social media content?
• Facebook Ads?
• Google Ads?
• Blogs?

• Monthly email marketing to prospects?
• Bi-monthly email marketing to purchasers?
• Facilitating the design of signage and marketing material?
• Coordination of video content?
• Editing of video content?

• Social media scheduling and management?

Property Republic also facilitated the marketing collateral for the sales studio, such as signage, masterplan and brochures.?

A big part of the Panorama content strategy involves celebrating local businesses and attractions on the Bellarine Peninsula. This not only upholds the project team’s passion for supporting local businesses, but also demonstrates the incredible lifestyle opportunities on offer for current and potential purchasers.?

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The Results?

Our work with Panorama Portarlington has established an effective and consistent content marketing and social media strategy, that creates meaningful connections with prospects by delivering valuable information.??

As well as great social media reach and engagement, our strategy has enabled our client to achieve email CTRs that are triple the industry benchmark.??

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The Feedback??

“We’ve been delighted with the content marketing strategy! What I loved most about the strategy was how it led with education. We were provided with a lot of evidence-based analyses that helped us understand why content was so important, how it helps us nurture and engage our consumers and alleviate their frustrations. I have no doubt that this strategy has contributed to our wonderful conversion rate and the project success.”?

Lisa Thompson?| Development Manager, ThinkSolve Development Solutions?

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