In this enlightening episode of the Project Profile podcast, Morgan Lee, Head of Marketing at Consolidated Properties Group, dives into the art and science of marketing large-scale property developments. With over 14 years in the industry, Morgan shares her journey from marketing assistant to leading multi-million dollar campaigns, including the standout Monarch Residences in Toowong.

Morgan offers a behind-the-scenes look at how she manages end-to-end project marketing—balancing strategic thinking with creative delivery, and coordinating with internal teams and external consultants. She unpacks the successes and lessons from the Monarch campaign, the importance of signage and surprising ad channel performances, and how community-building and customer experience are becoming non-negotiables in property sales.

Perfect for marketing professionals, developers, or anyone intrigued by what it takes to sell the dream of off-the-plan living, this episode is rich with actionable insights.

🗂 Episode Breakdown:

00:00 – 05:30
Introduction to Morgan Lee and her career journey into property marketing.

05:31 – 12:00
Overview of Monarch Residences: scale, scope, and the multi-faceted marketing strategy.

12:01 – 20:00
Challenges in project marketing: from render management to delays and data-driven decision making.

20:01 – 30:00
Breakdown of channel performance: why signage and Domain delivered unexpected ROI.

30:01 – 38:00
Importance of attribution, feedback loops with sales teams, and adapting campaign messaging.

38:01 – 45:30
The growing sophistication of buyers and how community and culture shape decision-making.

45:31 – 52:00
Marketing strategies pre- and post-DA approval, and how to personalize buyer experiences over long sales cycles.

52:01 – End
Emerging trends: AI, VR, split testing, and building buyer trust through smarter content and tech.

In this debut episode of the Project Profile Podcast, host Mark Allen introduces the mission and vision behind the show—bringing insightful conversations from within Australia’s dynamic property marketing landscape. With a wealth of experience across various property sectors, Mark lays the foundation for what listeners can expect: real stories, strategic insights, and expert advice from developers and marketers navigating ever-changing market conditions. Whether you're a developer, marketer, or industry enthusiast, this episode sets the tone for a compelling journey into the art and science of property marketing.

📋 Episode Breakdown:

• [00:00] Introduction to the Podcast
  • Mark Allen welcomes listeners and outlines the podcast’s purpose—spotlighting industry professionals to uncover what it truly takes to launch property projects successfully.
• [01:30] Meet Your Host
  • Mark shares his background in property—from sales to development—providing context on his deep industry knowledge.
• [02:45] Who This Podcast is For
  • An overview of the target audience, including property developers, marketers, and those interested in the strategic side of real estate.
• [03:30] Strategy and Innovation in Property Marketing
  • Insight into the complexities of building a cohesive marketing strategy, the impact of new technologies like AI, and the importance of a hub-and-spoke approach.
• [05:00] The Role of Data and AI
  • Discussion on how being data-driven is crucial in today’s landscape, and how modern tools can both empower and challenge marketers.
• [06:00] What’s Coming Up
  • A preview of future guests, exciting project stories, and the unique lessons to be learned from each.
• [06:40] Closing Remarks
  • Mark encourages listeners to subscribe, leave reviews, and join him for future episodes.