In an industry where timelines are tight, budgets are unforgiving and pressure to sell off-the-plan is constant, one marketing misstep can derail an entire project.
The stakes are high for property developers, especially those launching medium-to-large-scale residential or mixed-use projects.
Poor digital conversion, wasted media spend, and generic real estate marketing tactics are just a few of the traps that can derail a project before it gains momentum.
For Sonia Jeffrey, founder and creative director of iCreate Agency, avoiding these traps is about more than running campaigns—it’s about building sustainable systems that help developers succeed over the long term.
“From a developer’s point of view, we’re not just marketing a project,” Jeffrey said. “We’re helping them create an ecosystem that lasts—something that supports this project, and the next.”
Over the past 15 years, iCreate has worked on more than $5-billion worth of property projects, helping developers across Australia avoid common marketing mistakes and reduce financial risk.
According to Jeffrey, one of the most frequent gaps is failing to prioritise conversion in digital strategies.
“Too often, developers focus on running ads without having a website or lead journey that’s optimised to convert,” she said.
“Another common mistake is creating marketing that’s visually beautiful but unclear. If buyers can’t quickly understand the offer, they won’t click through—and that kills conversions.”
Jeffrey said that many developers, particularly those new to off-the-plan sales, underestimate how different the buyer journey is compared to established property.
“It’s a long decision-making process. You’re asking buyers to commit to something they can’t see or touch yet. That requires a completely different approach.”
To solve this, iCreate focuses on building cohesive digital ecosystems—integrating CRM platforms, automated email journeys, and clear messaging strategies to nurture leads over the typical 12- to 18-month sales cycle.
By thinking in systems, the agency ensures every marketing dollar is working harder, minimising wasted spend and reducing financial risk for developers.
“We’re constantly balancing budgets and refining strategies,” Jeffrey said.
“Simple tools like automated email nurture can make a significant difference in maximising ROI over a long campaign.”
Technology plays a key role. iCreate is currently developing an AI-powered platform designed to help developers build high-performing digital assets faster.
“We’re innovating rapidly,” Jeffrey said. “Our new product uses 80 per cent AI and 20 per cent human expertise, which allows us to generate websites and marketing assets at speed, without sacrificing quality.”
This blend of property expertise and technology underpins iCreate’s approach and, unlike generalist agencies, iCreate was built from within the property industry itself.
“We’re not a creative agency that pivoted to property because it seemed profitable,” Jeffrey said.
“Our experience comes from working alongside town planners, builders, and developers. We understand the nuances because we’ve lived them.”
This sector-specific knowledge has led the agency to work with national brands and boutique developers. Frasers Property, for example, partnered with iCreate on Brookhaven—a masterplanned community of more than 1000 home sites in Queensland’s Logan growth corridor.
Boutique developer Fortezza Group is about to launch at Nelson Bay in NSW and credits iCreate with providing “strategic planning, superior marketing quality and greater exposure”.
For first-time developer Kris Dias of Surf Developments, iCreate provided end-to-end guidance—from brand creation to website and launch strategy—resulting in more than 50 per cent of stage one sold within the first month.
Jeffrey's goal is simple: help developers avoid short-term fixes and instead build marketing foundations that support long-term success.
“We’re here to cover the gaps,” she said. “At the end of the day, we’re not just launching a project. We’re building systems that help developers succeed, now and in the future.”
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