Exit strategy. To achieve the goal of exiting the project quickly and effectively, we propose a disciplined rolling campaign — anchored by monthly creative refreshes, milestone campaigns, and activation moments — that sustains momentum, heightens engagement, and positions 549 Balcombe Road as the considered way to stay in Black Rock without the family-home upkeep.

BPG's success. Blair Property Group boasts a demonstrated track record in off-the-plan and new development sales, achieved through a diverse range of sales and marketing strategies tailored to each project's audience, price point and locale.

• →Positioning 549 Balcombe Road as the smart right-size in Black Rock — house-sized apartment living below the price of a house
• →Building confidence through transparency, quality and social proof
• →Creating stronger local awareness and market presence
• →Generating consistent qualified enquiry through targeted digital and local campaigns
• →Maintaining momentum through to completion and achieving project sell-out

The campaign we recommend is bold, clear and impossible to ignore — in the street, in the feed and in the letterbox. Strong creative, direct messaging and a strong point of view. 19 house-sized homes at the right price point is a real opportunity. The campaign needs to say that out loud.

This isn't about being loud for the sake of it. It's about standing out in a market where most project marketing looks the same. 549 Balcombe Road should feel different — more confident, more direct, harder to ignore.

• ✦House-like scale
• ✦Architectural permanence
• ✦Long-term liveability
• ✦Design quality
• ✦Scarcity
• ✦Lifestyle and legacy

• ✦Downsizers 50–65
• ✦DINKs + professional couples
• ✦Divorcees + single professionals
• Primary catchment: Black Rock and Bayside surrounds

Established homes in the same suburb. The product needs to hold up against a buyer who's comparing it to a house — not another apartment project. Scarcity (only 4 penthouses) and quality of specification are the differentiators.

Most people driving or walking past an apartment development don't look twice. The job of this theme is to make them look twice. The product genuinely lives like a house — 131–231m² on one level, lift to the door, deep balconies or gardens, a rooftop garden. The campaign needs to say that directly, not hint at it. Renders, website copy, social, hoarding, video — all of it should leave no doubt.

Introduce a dedicated "Sustainability & Materials Quality" section across the website, a standalone brochure/flyer, and EDMs and socials. The objective is to create deeper buyer confidence and clearly communicate the difference between 549 Balcombe Road and broader market stock.

Leverage Building Solutions Group's and its builder's track record and delivery confidence. The messaging reinforces: "The same builder delivering strong results and genuine buyer confidence across comparable boutique projects." Particularly powerful for downsizers, local owner-occupiers and cautious off-the-plan buyers.

• →Buyer testimonials
• →Purchaser journey stories
• →Construction progress confidence
• →Team credibility

A DL flyer to owner-occupied homes in the primary catchment. This is the buyer who isn't on REA yet — they need something to land in their letterbox and make them stop. It needs to look like it belongs to a project worth looking at. Bold, direct, with a clear reason to enquire.

• →Local downsizers
• →Families upgrading within the area
• →Low-maintenance, lock-and-leave apartment living

BPG does not compete with other agents so we work well alongside them. We will bring the best of Bayside's agents into a coordinated partner program.

• →Agent previews at the project
• →Architecture evenings
• →Private project updates
• →Construction walkthroughs
• →Referral incentives per settlement

Audience definition, funnel design, channel mix, weekly KPIs. Built around the buyer personas — not a generic property template.

Paid social, Google, REA/Domain, programmatic display and re-targeting — bought, optimised and reported on by BPG, no external media agency markup.

Static, video and carousel creative produced internally — refreshed monthly so fatigue never sets in and message-to-market stays sharp.

A single internal team running strategy, media and creative means messaging stays consistent across every touchpoint, spend is reallocated weekly to the channel actually driving qualified enquiry, and new creative ships in days — not weeks via a third party. The display suite then converts the warm enquiry that the campaign has already pre-sold.

• →Campaign strategy & planning
• →Paid media buying & optimisation
• →Static, video & carousel creative
• →Weekly performance reporting
• →Live A/B testing & creative refresh

Our buyer shops, eats and walks in the immediate catchment. A presence on a local retail strip means the project is visible to the exact person we're trying to reach — every day, without spending a dollar on advertising.

It converts passive interest into active enquiry. Someone who's seen the social ads, driven past the hoarding, and then walks into a well-presented display suite is very close to a buyer. The physical space closes the gap that digital can't.

• →Identify and secure shopfront in primary catchment
• →Window signage design and production
• →Interior fit-out — gallery brief
• →Large-format screen + digital presentation
• →Material samples — stone, timber, tapware
• →Staffing plan — days and hours

The hoarding is the most consistent piece of media in the whole campaign — it's there every day. Right now it doesn't do enough work. The new direction needs to be bold enough that someone driving past at 60km/h registers it. Strong typography, clear message, strong presence. Not a standard development site board.

• →Architectural and confident
• →Bold and minimal
• →Hero imagery and strong typography
• →A considered collection of 19 residences