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Solais Newstead

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Company:

Tom Dooley Developments

Location:

Newstead, QLD

Services:

Strategy, Messaging, Copywriting, Sales Collateral, Website, Sales Display, Signage, Email Marketing, Photography, Social Media, Digital Advertising

After more than a decade together, from Gasworks Residences to Argyle, Tom Dooley Developments asked us to take their next project to market: Solais, a collection of residences and penthouses on the edge of Newstead Park, with views across two reaches of the Brisbane River.

Challenge

Newstead is a competitive market, with new releases vying for the same discerning buyers. Solais needed to rise above it, turning interest into quality leads well before construction began. With the brand identity already in place, Tom Dooley Developments also needed a partner who understood their standards without needing them spelled out, and who could elevate that identity to match the project it represented.

Strategy and Approach

We started with the audiences: affluent downsizers trading a large inner-north home for a residence that meets their standards, and established professionals ready for their next address. Both could buy anywhere, and both expected proof of quality, from views of Newstead Park that can never be built out to a developer who builds what they promise.

That became the guiding idea: Solais would earn its position through proof. We built the existing taglines into a full messaging playbook, lifted the tone of voice to quiet and assured, and put the two levels of wellness amenity at the forefront, as buyers increasingly want resort facilities that improve their overall health, part of their everyday, without leaving home.

Our media strategy followed the same audiences. Local Brisbane buyers sit at the heart of the campaign, with reach extended to the Gold Coast, Sunshine Coast, and budget moved to the channels and audiences that deliver the strongest leads. Every deliverable then had one of two jobs: show buyers the proof, or help Total Property Group guide them to the right residence.

Final Experience

Solais has been a true partnership. We work side by side with Tom Dooley Developments and Total Property Group, meeting regularly to review results and shape the next move together, so marketing and sales stay aligned at every stage of the campaign.

That shared approach is showing in the results. As at 30 September 2026, the campaign has generated 1,775 enquiries, 227 appointments and 42 expressions of interest, with social media the largest source of both enquiries and appointments. Enquiries have stayed strong enough that a planned campaign refresh was held back, and with construction now underway, Solais is building momentum.

Brochures

Solais had so much to communicate that fitting it all into one brochure became one of the biggest challenges. We considered a large coffee table book, but prospects want something they can take away, touch and feel.

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enquiries.

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appointments.

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expressions of interest.

We created three brochures for Residences, Penthouses and Wellness, held together in a custom-die compendium. Prospects receive the Wellness brochure alongside either the Residences or Penthouses, allowing the sales team to speak directly to each buyer type and their budget.

Editorial layouts take cues from the finest design and lifestyle publications, with generous white space and imagery given room to lead, because restraint shows quality in a way adjectives can’t.

Colours can change on the printing press, especially across different stocks and finishes. So, we went to the printers to check the runs and keep quality and colour consistent across every brochure. You can learn more by reading our blog, How Print Finishes Change Colours.

Compendium folders

The compendium is printed on pearlescent stock and finished in gold foil, carrying through the idea of light.

Photography

Solais is Irish Gaelic for light, so we made light the subject, shooting at sunrise and sunset with warm flares through the frame so the meaning of the name runs through every image.

Sales Gallery

We approached the sales gallery like an exhibition, with each blade presenting one part of Solais in raised lettering and block-mounted imagery. Fronts showcase the project and backs introduce the team that designs and builds it. By the time buyers sit down with the sales team, they know why Solais is special.

Meta ads

When video and animated renders outperformed static creative, we switched off the underperforming ads and let motion lead. We also retargeted website visitors to bring them back to Solais. Creative and copy are refreshed as soon as lead flow dips.

Socials

Monthly social content draws on the lifestyle shoot. We used AI to bring subtle movement to the renders, like drifting curtains or rippling water, adding visual interest that draws the eye in a busy feed.

43% of all enquiries came through social

Sales app

There was no template for the Solais sales app. We built every part of it around what Tom Dooley Developments wanted to show and what Total Property Group needed in the room, shaping it to the way their sales conversations actually unfold. With everything in one place, the sales team can answer any question on the spot without reaching for a separate brochure, plan or sample board.

For buyers committing to a residence before it exists, seeing it clearly builds confidence. They can move from the building to a floorplate to a single floorplan, open the view from that position and see a render of each room. Filtering by level or residence type takes the sales team straight to the right options, keeping each conversation focused on the homes that suit that buyer.

Finishes are set out in detail, and both amenity levels have their own renders and information, letting buyers see exactly what is specified while the sales team has every specification to hand.

Four in-depth maps let the sales team show Newstead: an aerial view for the bigger picture, a neighbourhood mud map, Local Favourites for nearby Chef Hat-awarded restaurants, and Life at Solais location photography. Buyers leave understanding the neighbourhood as well as the residence.

A builder-developer page introduces Tom Dooley Developments and their past projects, giving buyers the reassurance of a team that has designed, built and delivered before.

Hoarding

Lead capture page

Built to convert, the website carries the same editorial approach online and gates the brochure suite, so each download becomes a lead that flows straight into the nurture journey.

“Our experience with iCreate is one where we're made to feel like we're their most important client, and that open and direct lines of communication are always available.”

Emily Dooley, Tom Dooley Developments

Lead nurture journey

Nobody commits to a residence at this level after a single visit or brochure, so the journey needed to build trust and keep Solais front of mind until buyers were ready to act. We doubled our standard journey to twelve emails to cover the off-the-plan decision lifecycle, unpacking what is uniquely designed into the building at Solais, with campaign emails for construction milestones and events in between.

49% open rate, 36% click rate on the first nurture email