In this enlightening episode of the Project Profile podcast, Morgan Lee, Head of Marketing at Consolidated Properties Group, dives into the art and science of marketing large-scale property developments. With over 14 years in the industry, Morgan shares her journey from marketing assistant to leading multi-million dollar campaigns, including the standout Monarch Residences in Toowong.

Morgan offers a behind-the-scenes look at how she manages end-to-end project marketing—balancing strategic thinking with creative delivery, and coordinating with internal teams and external consultants. She unpacks the successes and lessons from the Monarch campaign, the importance of signage and surprising ad channel performances, and how community-building and customer experience are becoming non-negotiables in property sales.

Perfect for marketing professionals, developers, or anyone intrigued by what it takes to sell the dream of off-the-plan living, this episode is rich with actionable insights.

🗂 Episode Breakdown:

00:00 – 05:30
Introduction to Morgan Lee and her career journey into property marketing.

05:31 – 12:00
Overview of Monarch Residences: scale, scope, and the multi-faceted marketing strategy.

12:01 – 20:00
Challenges in project marketing: from render management to delays and data-driven decision making.

20:01 – 30:00
Breakdown of channel performance: why signage and Domain delivered unexpected ROI.

30:01 – 38:00
Importance of attribution, feedback loops with sales teams, and adapting campaign messaging.

38:01 – 45:30
The growing sophistication of buyers and how community and culture shape decision-making.

45:31 – 52:00
Marketing strategies pre- and post-DA approval, and how to personalize buyer experiences over long sales cycles.

52:01 – End
Emerging trends: AI, VR, split testing, and building buyer trust through smarter content and tech.