Property Developments
Role
Digital Designer
Year
2018 - 2020
Project
Property Developmets
Organisation
REA Group (realestate.com.au)
Crafting brand narratives for property developers
Working as the Digital Designer at the in-house creative agency for the ‘Developer’ team at REA Group, I worked closely with clients (property developers) to understand their lead strategy, unique selling proposition and branding journey. With an increase in new developments across the country, property developers were in need of a way to promote the stand-out features of their developements and connect to potential buyers.
Designing to capture leads for high-impact conversions
I designed lead capture pages for high-end developments and off-the-plan apartments to generate leads and drive conversion from potential buyers. Working closely with the Developer Sales team to gain an understanding of the developer’s goals and lead strategy, I worked with architectural renders and any pre-existing branding provided to create an engaging visual experience for users.
From code to conversion
I also worked on the front-end development of mini-sites, landing pages and email campaigns using Bootstrap, CSS Sass and JavaScript ensuring optimisation for SEO and using accessibility best-practices.
Design, iterate and refine
Using data results from a/b testing, customer insights and past landing page performances, I would iterate and improve designs to enhance page performance. This data influenced design choices such as, form placement, headings, call to actions, content and imagery.
Brand reach through email and display ads
I also worked on email marketing campaigns and display advertising to direct traffic to the lead-capture sites. Working with the assets provided from the client I would expand upon their branding and include content to entice potential buyers into finding out more about the new home developments.
