Fortitude Valley Commercial Property — Performance Marketing
A commercial property firm was invisible online — performance marketing now drives 178% more qualified lease enquiries.
TL;DR
- Challenge:
- A commercial property firm with 14 properties paying 10-15% agent commission on every lease enquiry.
- Approach:
- LinkedIn + Google combo, PDF floor plan lead gen, property-specific landing pages bypassing agents.
- Result:
- +178% lease enquiries, $42K/year agent commission saved, average days-to-lease cut 46%.
Key Results at a Glance
+178%
Lease enquiries
New
Agent commission saved
-46%
Average days to lease
Client Context
Business Type
Commercial property management (14 properties)
Founded
2007
Team Size
18 employees
Market
Brisbane CBD, Fortitude Valley, South Brisbane
Revenue Tier
$6.8M annual revenue
Stack Before
Commercial agents (10-15% fees), realestate.com.au listings, static website
The Challenge
The firm managed 14 commercial properties but all tenant enquiries came through commercial agents at 10–15% fees. No direct online presence, no landing pages, no way for tenants to find them directly.
Goals & KPIs
North-Star Metric
Drive 30+ qualified direct lease enquiries per quarter and cut agent commission dependency
Supporting KPIs
Direct lease enquiries/quarter
Target: 30+
Agent commission saved/year
Target: $40K+
Days to lease
Target: Under 60
PDF floor plan downloads
Target: 80+/month
Property landing page conv rate
Target: 4%+
Discovery & Research
Audit Findings
- •No direct digital marketing
- •All enquiries through commercial agents
- •Website: static property list, no CTAs
- •No LinkedIn presence
- •No lead magnets
Baseline Issues
- •14 enquiries/quarter (all agent-mediated)
- •$42K/year agent commissions
- •94 days average time to lease
- •Zero PDF downloads
Competitor Insight
Top commercial property firms ran LinkedIn Ads targeting business owners + ops managers, offered PDF floor plans + fitout guides, and had property-specific landing pages.
Audience Insight
Brisbane business owners search commercial space 3-6 months before lease, download floor plans + fitout guides during comparison, and value direct owner contact over agents.
Strategy
Core Hypothesis
“If we run LinkedIn to business owners with PDF floor plans + property landing pages, direct enquiries will 3x because SMBs prefer dealing with owners.”
Positioning Shift
Repositioned as "Brisbane's direct commercial landlord — deal with the owner, not an agent".
Channel Mix
LinkedIn Ads — business owners · 40%
B2B decision-makers
Google Search — commercial intent · 30%
High-intent capture
Property landing pages · 20%
Conversion + qualification
PDF floor plan lead gen · 10%
Email database
Our Approach
LinkedIn + Google combo
Ran LinkedIn ads targeting business owners and office managers in Brisbane, plus Google Ads for "office space Fortitude Valley", "commercial lease Brisbane CBD".
PDF floor plan lead gen
Created downloadable floor plans and fitout guides as gated content — capturing business email addresses from seriously interested tenants.
Property-specific landing pages
Built individual landing pages for each available property with virtual tours, pricing, and direct enquiry forms — bypassing agent intermediaries.
Phased Roadmap
Months 1–2
Foundation
- →14 property landing pages
- →PDF floor plans + fitout guides for each
- →LinkedIn Insight Tag + audiences
- →Google Ads setup
Months 3–5
Launch
- →LinkedIn Sponsored Content to business owners
- →Google Search for commercial keywords
- →PDF downloads: 0 → 90/month
- →Direct enquiries: 14 → 28/quarter
Months 6–7
Scale
- →Retargeting PDF downloaders
- →Virtual tour additions to top properties
- →Weekly performance reporting
- →Direct enquiries: 39/quarter
What We Built
The Results
Quarterly Direct Lease Enquiries
Before vs After — 7 Months
| Metric | Before | After | Change |
|---|---|---|---|
| Lease enquiries | 14/quarter | 39/quarter | +178% |
| Agent commission saved | $0 | $42K/year | New |
| Average days to lease | 94 | 51 | -46% |
“We now fill vacancies in half the time and keep the agent commission. The floor plan downloads were genius.”
Lisa M.
Commercial Property Manager
Key Insights
- →PDF floor plans converted 4.2% — commercial buyers use them for internal comparison
- →LinkedIn to ops managers/founders outperformed generic B2B targeting 3x
- →Property-specific landing pages closed 30% faster than agent-mediated deals
- →Direct = margin retention + relationship depth — clients renew directly
What's Next
Adding virtual reality tours for top properties, expanding to Gold Coast commercial portfolio, and launching a tenant-referral incentive.
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Services Used
Representative case study. Figures illustrate the type of outcomes achievable through these strategies for Australian businesses; individual results vary based on market, budget and starting position.