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Goodbye ‘hit and hope’, hello client pipeline

By Orana Durney-Benson
02 February 2024 | 10 minute read
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A Melbourne media agency is now using artificial intelligence to offer “guaranteed leads” to property developers.

Assembled Media, a Victoria-based media planning and buying agency, revealed it has recently developed a new media buying model to “take the guesswork” out of property development sales.

The company believes that its approach can enable property developers to convert advertising leads into successful sales.

“Offering guaranteed leads in a tough market is vital to reduce risk in investment,” said Luke Fitzpatrick, head of digital at Assembled Media.

“First party data is usually siloed with individual agents or sent off to places like REA and Domain, which means most developers and agents aren’t able to utilise the data to its full potential,” said Mr Fitzpatrick.

In contrast, Assembled Media’s guaranteed cost-per-lead (CPL) model reportedly “combines the agency’s skills in data analysis and AI technology to forecast lead, cost and sales figures that will guarantee quality leads and maximise advertising spend”.

Mr Fitzpatrick stressed that “offering guaranteed leads in a tough market is vital to reduce risk in investment”.

“Our media booking strategy is based on CPLs rather than impressions, which means the leads can be driven at 48 per cent lower than other major real estate platforms,” he said.

Off-the-plan property developers are one group that Assembled Media believes could particularly benefit from the new marketing model.

Victorian real estate group Buxton used the model to advertise Galerie Glen Iris, a medium-density residential development in south-east Melbourne.

“Our previous campaigns often relied on a ‘hit and hope’ approach that wasn’t always successful,” stated Buxton’s director of projects, Heath Thompson, who lauded certainty as one of the perks of the product.

He also pointed out that “it allows us to collaborate with them to refine each stage of the campaign so we can consistently get the best quality leads”.

Assembled Media is one of many organisations that have recently been using AI to take marketing to new heights.

In October 2023, Harcourts launched a new AI-powered advertising platform to create tailored, high-performing social media ads.

A spokesperson stated that the technology allows Harcourts advertisements to reach “both active and passive real estate audiences”, substantially amplifying the company’s reach.

Goodbye ‘hit and hope’, hello client pipeline
luke fitzpatrick assembled media reb qlh6zj
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