Innes Estate

Company:

Surf Australia Pty Ltd

Location:

Innes Park, Queensland

Services:

Logo and Branding, Copywriting, Sales Collateral, Email Marketing, Media, Lead Generation, Project Brochure, Property Marketing Strategy, Landing Page

Surf Australia approached us to help launch their very first residential development, Innes Estate. We stepped in as their full-service marketing partner, guiding them from the ground up, from branding and messaging to digital advertising.

Challenge

As first-time developers, Surf Australia came to us with land ready for development, but no experience in bringing a residential project to market. They needed not just materials, but a strategy that would differentiate their offering in a competitive coastal market. The added challenge? Show that this coastal lifestyle wasn’t sleepy or isolated — it was vibrant, active and perfect for growing families.

Strategy and Approach

Our first priority was building a brand that would resonate with the local audience while capturing the spirit of the region. We crafted a visual identity and messaging strategy that celebrated the area’s natural beauty and convenience, but also its energy and livability.

From there, we developed a suite of marketing tools designed to engage buyers. The brochure and stage plans offered a clean, approachable introduction to the estate. Facebook and Google ads generated local interest and direct traffic to a tailored one-page website, optimised for conversion. To support lead conversion beyond the initial click, we also designed an email nurture journey, which carefully guided prospective buyers from initial interest through to enquiry and sale.

Every touchpoint was designed to tell a cohesive story. This wasn’t just a block of land — it was a new chapter in a connected, coastal, family-friendly life.

Final Experience

The result was a standout brand with broad local appeal and a set of marketing tools that delivered far beyond expectations. The Facebook campaign drove strong leads directly to the website, where conversions exceeded projections. Lots sold faster than anticipated, with Stage One sold out from a local launch alone. Innes Estate became more than a successful first project for Surf Australia. It became a benchmark for what’s possible with the right marketing foundation.

‘Right from the start, it was clear that iCreate knew exactly what they were doing. They were super organised, upfront about timelines and costs, and just gave me a real sense of confidence’

The beautifully designed 32-page brochure immerses readers in the story of Innes Estate, highlighting the lifestyle on offer. It includes a mudmap, aerial map and custom illustrations to create a tangible sense of place and possibility.

This coastal brand embraces the serene essence of the ocean, blending modern decorative fonts with a soothing palette.

Inspired by natural textures and coastal elements, the design evokes tranquil luxury and timeless elegance, perfect for presenting Innes Estate as a refined yet welcoming place to call home.

Targeted Facebook and Google ads were developed to capture attention and drive action. Each ad was purpose-built to generate leads and guide them seamlessly toward the one-page website.

‘The team didn’t just "set and forget" the campaign. They kept a close eye on the launch and weren't afraid to challenge the sales performance. That helped me pivot at the right time — and that move turned out to be a real turning point for the project’.

A streamlined one-page website clearly presents the essentials of the development, with information on product, lifestyle and location, while providing an intuitive and conversion-optimised experience for potential buyers.

‘iCreate handled the heavy lifting, and when it came to decision time, their options were always spot on. I can be quite particular with my tastes, and they just got it. Having a team that’s really in sync with your vision is pretty rare — and it made all the difference’.

‘This journey with iCreate has been genuinely enjoyable — supportive, exciting, and successful. I wouldn’t hesitate to work with them again. In fact, I’m looking forward to it!’

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† For marketing and lead gen of a property development, to achieve results, we recommend marketing and advertising budgets between 1–2% of your development's Gross Realisation (GR)
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