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Teaser Campaigns
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Property Marketing

A 'teaser' campaign or a 'coming soon' campaign? They're a little different, but also quite similar. But when executed effectively, both can significantly amplify interest and excitement around new property developments. Although some circumstances demand a different approach, they remain a fundamental aspect of most comprehensive off–the–plan property campaigns.
Primarily, they are a powerful tool to capture the imagination of potential buyers or tenants, creating a valuable sense of anticipation. A 'teaser' campaign allows developers and agents to gently introduce the project to market, with comparatively little investment compared to a full project launch. It's also a convenient way to test appetite in the market, while only revealing a small portion of the overall brand and campaign assets. The gradual unveiling of the project works to keep the audience engaged for a period of time, enabling a more curated buyer experience. The sense of exclusivity and urgency created can prove invaluable, as sustained interest can lead to faster decision-making and commitment, and a stronger launch.
For more sophisticated analysis, it's an excellent way to gather data and feedback. By monitoring responses to the campaign, developers and agents can gauge market interest and preferences, allowing them to fine-tune their marketing strategies and even aspects of the development itself.

St.David, Hobart

A great example of a highly effective teaser campaign was one developed by Assembly, for St.David Apartments in Hobart. Based on a clearly defined Brand Strategy, it boasted a rich, intriguing back story that translated wonderfully into video. Narrated by Thomas Bailey of Room 11 Architects, it describes how the distinctive geological character of Tasmania meets exceptional engineering is inspiring a new generation of Tasmanian architecture. It's bold, unapologetic and increasingly being recognised on a globally — and now, thanks to Moda, it's being bought to the city.

Teaser video for St.David. Watch the full version [here] on Vimeo
See the St.David project case study [here]

Importantly, and with authenticity in mind, a teaser campaign is not just a marketing tactic. Yes it's a strategic tool that — when used effectively — can significantly enhance the launch and success of an off-the-plan property development. But it can also be a genuine method to reward potential buyers or tenants who are willing to engage during the early days of a campaign, where momentum is paramount. Whether it be granting early access to information, a first look at floor plans, offering exclusive pricing or early opportunities to purchase or lease, buyers and tenants stand to benefit, too.

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