Property Development & Developers

This industry's radar is spiked: strong on Brand & Positioning (+4.1 vs average) but pulled in on Retention & Loyalty (-10.1). A spiky profile means the capability is there but it's concentrated. The risk is that strength in one area masks weakness in another until revenue starts telling you otherwise.

Dimension Breakdown

The cyclical marketing challenge of property development

Property development marketing is unlike any other industry. The "product" takes years to build, costs millions and is sold before it exists. The marketing must sell a vision, create urgency and build trust simultaneously. The composite of 60.7 reflects a sector that does this effectively but not efficiently.

Brand at 68.3 is the standout score. In Australian property, the developer's name on the hoarding is a marketing signal. Mirvac, Stockland, Lendlease, Meriton, these names pre-sell because buyers trust the track record. For smaller developers, building this brand equity is the single most valuable long-term marketing investment.

The project-based nature of development creates a marketing inefficiency. Each project requires its own brand, marketing campaign and sales team. The marketing knowledge gained on one project is often not systematically transferred to the next. The developers who build institutional marketing capability across projects, rather than starting from scratch each time, compound their advantage.

Acquisition at 59.7 with 30% weight is dominated by real estate portals (Domain, realestate.com.au), agent networks and display suite traffic. Digital advertising, particularly Facebook and Instagram for residential developments, drives awareness and enquiry. The developers who also invest in SEO for suburb-level property content capture organic interest that reduces paid media dependency.

Retention at 52.3 is structurally low for off-the-plan, which is a one-time purchase. But the sophisticated developers redefine retention: repeat buyers across multiple projects, referral from satisfied owners and investor clients who purchase in successive developments. These relationships are worth cultivating.

Brand and Positioning at 68.3 carries 15% of the composite. In this industry, reputation isn't a nice-to-have. It's the licence to operate. The businesses with strong brand scores aren't spending on clever ads. They've built a narrative that their market trusts.

Where you sit in Property & Construction

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Frequently Asked

Where does your business sit in this picture?

Property Development & Developers scores 60.7 on average. That's one number across 6 dimensions. Your number will be different, and the breakdown will tell you exactly where to invest and where to stop wasting money.