Case Study

OP Properties

A targeted digital marketing campaign quickly drove sales, selling 70% of apartments within six weeks for Fremantle’s first carbon-neutral development.

70 %

of the development sold within 6 weeks
5088 %

increase in leads

(compared to benchmark data)
3220 %

increase in traffic

(compared to benchmark data)

The Client

OP Properties is a boutique property developer based in Perth, Western Australia. The company has experience across commercial, retail, mixed-use, heritage, and multi-unit residential projects.

OP Properties partnered with Living Online to market Montreal Commons, one of Australia’s pioneering carbon-neutral apartment developments and the first of its kind in Fremantle. With apartments priced between $425,000 and $700,000, the project offered a unique mix of sustainability, affordability, and lifestyle appeal.

The Challenge

The main challenge was to secure sales for 70% of the apartments before construction, which was the milestone that would coincide with the build phase and the opening of the display suite.

The campaign required precise targeting to quickly attract qualified buyers and highlight the project’s standout features. The website was live, but the client requested expert guidance to boost performance and optimise conversions.

The Objectives

Reach and engage genuine, qualified buyers
Highlight the sustainability and carbon-neutral design as key selling points
Deliver a seamless and engaging digital journey that fosters high conversion rates

The Solution

An integrated digital marketing strategy was developed to inform, engage, and convert potential buyers.

Creative ads across Facebook, Instagram, and Google were developed to showcase the project’s key features: sustainability, affordability, and premium location.

The messaging highlighted the unique benefits, such as carbon-neutral living with reduced strata fees, lifestyle appeal near the ocean, and proximity to the Fremantle Golf Course, while engaging audiences with compelling reasons to register their interest.

Website Optimisation Recommendations

The website served as the central conversion point. We began the project by reviewing its structure to improve user experience and generate higher-quality leads.

Key updates included:

Displaying the development’s carbon-neutral credentials and project phase.
Introducing a lead magnet for brochure downloads.
Optimised contact forms to capture meaningful data, including buyer type, preferred apartment size, and name details.
Segmenting enquiries to improve marketing activity and enable personalised email follow-ups.
Refining the website’s existing calls to action and implementing mobile responsiveness for optimal engagement.
Content messaging continuously evolved as the project progressed, shifting from Pre-70% coming soon to Post-70% construction started, creating a sense of urgency while leveraging the momentum of early sales.

Outcomes

The key USPs used in the advertising were displayed prominently on the website.
The brochure download lead form was set up as a lead generation tool.
More useful data and segmentation were created for the sales and marketing team.

Facebook Advertising + Remarketing

A Facebook campaign structure was created that enabled budget reallocation based on performance. Ads were segmented across four key buyer audiences:

1. First home buyers
2. Upgraders
3. Downsizers
4. Investors

Tailored messages were created for each segment.

Lead Generation and Conversion Ads were used concurrently. Lead Generation ads captured interest directly within Facebook, while Conversion Ads funnelled prospects through to the optimised website for conversion.

A mix of static images, lifestyle animations, and render collages was used to highlight the desirable waterside location and lifestyle appeal. Fortnightly creative refreshes were done to keep the content engaging.

Each ad carried a secondary message showcasing the percentage of apartments sold to drive action through FOMO (fear of missing out).

Montreal Commons Facebook Ads, designed to stand out

Outcomes

The Facebook Ad campaigns had the greatest impact in terms of generating leads.
Having identified key targets, the campaigns were then specifically tailored for each potential buyer.
With the product competitively priced for the FHB market, the attention-grabbing ad strategy improved click-through rate and allowed the USP to be delivered to a larger audience.

Facebook Ad Examples — Montreal Commons Facebook Ads featuring collages of render and lifestyle images

Google Ads – Search & Display

To capture high-intent search traffic, we launched targeted Google Search and Display campaigns. These included branded, remarketing, and geo-targeted property keyword campaigns focusing on Fremantle and surrounding areas.

The campaigns had consistent messaging themes, Coming Soon and Construction Started, to maintain messaging urgency before and after the 70% milestone.

Ongoing analysis and budget optimisation ensured spend was directed towards top-performing platforms. In this case, Facebook and Display remarketing delivered outstanding results, achieving a strong cost per acquisition relative to the project’s price range.

Outcomes

• Geo-targeted property-focused keyword ads hit those who were specifically in-market
• Through continued review and optimisation, the budget was able to gradually move towards the best Cost Per Acquisition

Nick Shinner

OP Properties

The response we managed to obtain through the digital marketing implemented by Living Online was essential in achieving the high level of sales success on the project. In fact I would say it was surprising even, both in terms of the quantity, but more importantly, the quality of the leads received. Plus backed up with great service.

The Result

Within six weeks, 70% of Montreal Commons apartments had been sold, meeting the project’s target to move into construction. The integrated campaign provided significant website traffic, enquiries, and qualified leads for the sales team.

By the fourth month, the campaign’s success allowed for a substantial reduction in active advertising.

Through a creative and data-driven strategy, OP Properties achieved a fast-selling, high-impact campaign for one of Western Australia’s residential developments.