Cameron Brae Group is making significant strides in establishing its master-planned community, Birling, located in Sydney’s south-west corridor. The development comprises 2,100 lots delivered across 26 stages, a project that has taken roughly ten years to bring to fruition. Erin Austin, the company’s Senior Marketing Manager, highlighted the importance of building brand awareness from the outset. “Being a brand new master-planned community, building it from the ground up, we really needed to establish a brand,” she explained, emphasising the strategic role of marketing in the project’s early stages.
When considering promotional strategies, Cameron Brae Group chose to collaborate with the television program New Neighbourhoods by Openlot.com.au. Despite initial reservations about TV as a mass media platform, particularly given that master-planned communities generally attract buyers from nearby areas, the campaign proved highly effective. Austin noted that while TV might not traditionally be included in the media mix due to cost considerations, the pre- and post-support from the Open Lot Platform enriched the campaign content, creating a resource the company could continue to leverage throughout the project.
The impact of appearing on New Neighbourhoods was felt immediately. Following the episode’s airing, Cameron Brae observed a noticeable increase in enquiries and positive reviews on their Open Lot listings. Austin clarified that the initiative was never intended as a lead-generating exercise; its primary purpose was to strengthen brand presence and foster advocacy and referrals. “We’ve been able to build trust beyond awareness,” she said, highlighting the campaign’s contribution to both credibility and customer confidence.
For Cameron Brae, the real value of the partnership lies in its longevity. New Neighbourhoods is not a fleeting marketing opportunity but a sustainable component of their broader strategy, aligned with various Open Lot channels. Austin encourages other developers to embrace similar initiatives, noting the benefits of amplifying the marketing mix, building brand credibility, and enhancing trust among existing buyers. “If you are considering New Neighbourhoods, I’d say just go for it,” she concluded.
👉 Check out the first episode of New Neighbourhoods, where Birling Estate by the Cameron Brae Group is featured:
