Powell Street Terraces

Developer

PEACHaus

Real Estate Agency

Wallace Stratton

Project Partners

One to One Hundred

Location

Avondale, Auckland

Property Type

Terraced Housing

TESTIMONIAL

“Glasshouse Digital were a key driver in a very successful sell-down of the project in only three months, the digital campaigns accounted for the majority of the leads that were converted to sales over the 3 month sale period. They were exceptionally responsive over the campaign in making adjustments to ensure we were attracting the best buyers.”

Stefan Powney

Lead Sales Agent for Powell Street Terraces

The Project

Situated in a quiet cul-de-sac in one of Auckland’s trendy, up-and-coming neighbourhoods, Powell Street Terraces is a boutique development of 16 quality homes.

These terrace houses were perfect for those who wanted to be part of Avondale's strong and diverse community and take advantage of its excellent access to transport and amenities. For this project, the Team at Glasshouse Digital worked with both Wallace Stratton and lead creative and design agency One to One Hundred.

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The Challenge

Despite launching in favourable market conditions, many development projects were launched at the same time, and a key challenge was how to differentiate the project from all competing stock.

We needed to create content and a media strategy that would cut through the noise, generate awareness and engagement and ultimately deliver high-quality leads for the agents at Wallace Stratton to work with.

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The Solution

Glasshouse Digital needed to implement a content and media strategy across multiple platforms with a primary focus on lead generation.

The resulting campaigns used a combination of creative including video ads, static images and GIFs. Each was tested across a variety of paid placements including Facebook, Instagram, Reels, Stories and Google.
During the three-month sell-down, we launched 8 campaigns and 29 ads, consistently updating the messaging to reflect the different stages of the project and its typologies.
Extensive A/B testing was executed testing different elements of the campaign including creative, copy and audience targeting.
Additionally, key buyer demographic groups were identified, and messaging and creative were crafted and executed to resonate with each of these different audiences. A core focus was centred around the development's location and proximity to motorways and growing infrastructure.

Key Outcomes

80%

The digital campaigns accounted for 76% of all new users to the site and 75% of all leads.

364

Across both Meta and Google, we generated 364 leads that were directly attributed to the digital campaigns.

6 mos

Construction commenced on Powell Street Terraces within 6 months of launch, due to the success of the highly successful sell-down period.

months

The campaigns were so successful, the development was sold down within three months of the launch. This was one of the fastest sell-downs in Wallace Stratton history.

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Powell Street Terraces Was Successfully Built in July 2021

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Shehan was exceptionally helpful in leading us through the process of how our marketing campaign would roll out across digital platforms and which channels would be the best to target our desired market. He put together a highly targeted marketing campaign and we received weekly reports providing us with key stats around what platforms were performing the best, allowing us to understand where our marketing budget was best spent.

Our marketing campaign was extremely successful, our development sold down in under 12 weeks - which was no mean feat considering we launched our campaign straight out of lockdown. Almost all of our sales came from digital platforms leads.

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We would absolutely recommend Glasshouse Digital to anyone looking to roll out a professional and effective digital marketing campaign. Shehan was exceptionally pro-active, professional, supportive and generally just a good guy to work with. We will absolutely work with Glasshouse Digital again for our next development.

Clare Kitching

Developer of Powell Street Terraces