📄 Episode Description:

In this back-to-basics episode of the Project Profile Podcast, host Mark Allen explores the powerful impact of split testing in property marketing. Whether you're refining landing pages, crafting ad copy, or deciding which images to use in your campaigns, split testing is one of the most effective tools to improve results and reduce wasted ad spend.

You'll learn:

• What split testing (A/B testing) actually is
• The key elements to test: headlines, images, CTAs, form fields, copy
• How to structure your tests with clear hypotheses
• Why you should only test one variable at a time
• How Meta’s algorithmic targeting is changing the game

Perfect for property marketers looking to generate more leads, optimize their campaigns, and align their messaging with what buyers actually respond to.

👉 Subscribe now and level up your property marketing results with smarter testing.

🗂️ Episode Breakdown:

00:00 – 01:15
🎙 Welcome & Introduction
Mark opens the episode and sets the tone for a tactical solo session focused on marketing fundamentals.

01:15 – 03:00
📌 Why Split Testing Matters
Discover why testing is crucial to understanding buyer psychology and increasing conversion rates.

03:00 – 06:30
🧪 Split Testing 101
Simple explanation of what split testing is and how it helps optimize performance.

06:30 – 10:00
🖥 Landing Pages: Headlines First
Learn how to test landing page headlines and apply the “10 conversions or 10 days” rule for valid results.

10:00 – 13:30
🖼 Hero Images, Forms & CTA Buttons
Test hero images (lifestyle vs. property), limit form fields, and try new call-to-action (CTA) button text and colors.

13:30 – 16:00
📢 Ad Creative: What to Test First
Mark’s go-to framework: House vs. Facilities vs. Lifestyle imagery, and how to double down once you see what works.

16:00 – 18:30
📝 Ad Copy & Headlines
High-performing copy types to test: emotional, value-driven, short, long—and why the headline often matters most.

18:30 – 20:00
🎯 Audience & Targeting Testing
Who are you targeting? Mark explains the importance of audience breakdowns—even as Meta shifts toward algorithmic targeting.

20:00 – 21:00
📊 Final Thoughts & Recap
Simple steps to start testing effectively, scale what works, and ditch what doesn’t.

🎧 If you're a property marketer looking to work smarter, not harder—this episode is for you.

In this deep-dive episode of the Project Profile Podcast, host Mark Allen sits down with Adam Di Marco—Founder and CEO of The Urban Developer and Director of the Di Marco Group—to explore the future of property development, media, and marketing in Australia.

From launching The Urban Developer as a side hustle to building it into the leading independent voice in the industry, Adam shares his unique perspective at the intersection of media and development. With a background that spans high-level corporate development, international projects like Dubai’s Palm Jumeirah, and a media platform trusted by over 90,000 professionals, Adam offers unfiltered insights into what’s working—and what’s next.

Expect high-value discussion on emerging trends, buyer behavior, modular construction, AI and robotics, and why project marketing is shifting from hard-sell to human-centric storytelling.

🧩 Episode Breakdown:

[00:00 – 05:00] Welcome & Introduction

• Adam’s dual role in media and development
• Background on The Urban Developer’s mission and audience

[05:00 – 12:30] What is The Urban Developer?

• Independent news, industry events, and award programs
• How TUD serves professionals across the property lifecycle

[12:30 – 25:00] Adam’s Career Journey

• From working in Dubai to founding multiple development ventures
• Lessons learned from the GFC
• How a blog evolved into a national platform

[25:00 – 34:30] Bridging Media & Development

• Leveraging field experience in content creation
• Why The Urban Developer is viewed as part of the industry, not just a media outlet

[34:30 – 44:00] Audience Behavior & Ecosystem Thinking

• Developers as the drivers of the property “food chain”
• Trends in engagement, curiosity, and cross-sector learning
• The role of trust in property marketing and media

[44:00 – 55:00] Modern Project Marketing Insights

• Brand marketing vs. retail messaging
• Longer buyer journeys and higher buyer sophistication
• Rising expectations around lifestyle, amenities, and transparency

[55:00 – 01:00:00] Looking Ahead: Industry Innovation & Disruption

• Construction bottlenecks and vertical integration
• Modular, prefab, and 3D-printed buildings
• AI, robotics, and dynamic pricing tools
• How developers can adapt and stay ahead

✨ Key Takeaways:

• The Urban Developer combines independent journalism with deep industry participation.
• Marketing strategies must now focus on trust, storytelling, and long-term brand building.
• Quality is overtaking price as the top decision driver for buyers.
• New tech—from dynamic pricing to humanoid robotics—is reshaping the development process.
• Despite disruption, the future of property development remains rich with opportunity.

Perfect For:
Property developers, marketers, architects, urban planners, agents, and anyone invested in Australia’s property future.

🎧 Listen now on Spotify, Apple Podcasts, or your favorite podcast app.
📺 Watch the full episode on YouTube and hit subscribe for more expert insights.

In this episode of Project Profile, host Mark Allen sits down with celebrated architect and developer Joe Adsett for an insightful discussion on the intersection of architectural design, property development, and project marketing in Australia. With 15 years as an architect and a decade of experience as a developer, Joe shares how wearing both hats has shaped his design philosophy, marketing approach, and understanding of what today’s buyers truly value.

From climate-responsive design and sustainability to the evolution of digital sales tools and the importance of authenticity in marketing, this conversation uncovers the behind-the-scenes thinking that drives successful property projects. Joe also offers candid advice on balancing design integrity with marketability—and reveals what’s next for his practice as they scale into larger developments.

Whether you're a marketer, developer, architect, or just fascinated by real estate design, this episode offers a rare, holistic look at what makes a property project stand out—and sell.

Episode Breakdown:

00:00 – Introduction

• Mark welcomes listeners and introduces Joe Adsett
• Joe’s background in architecture and property development

02:00 – Architect vs Developer: Finding Balance

• The freedom of designing for your own developments
• Differences in creative control and risk when working for clients vs self

06:00 – Signature Projects & Design Philosophy

• Joe discusses standout projects like Cliffhanger and Maison
• Emphasis on curved forms, subtropical modernism, and climate-responsive design

10:00 – Sustainability & Long-Term Thinking

• Concrete as a durable but high-carbon material
• Designing for cross-ventilation, natural light, and energy efficiency
• Caution around overcommitting to emerging tech like solar and batteries

15:00 – Designing for Post-COVID Lifestyles

• The rise of multi-purpose rooms and work-from-home spaces
• Gig economy influencing flexible apartment layouts

18:30 – Innovations in Construction & Smart Tech

• Cautious optimism toward robotics, 3D printing, and smart homes
• Early adoption vs trailblazing risk in conservative industries

22:00 – Marketing & Selling Off-the-Plan Projects

• Trust as the #1 factor in off-the-plan sales
• Digital twins, interactive renders, and floor-by-floor view matching
• Leveraging architectural brand and storytelling in campaigns

28:00 – Simplifying the Message for Buyers

• Why most buyers don’t care about intricate design details
• Focus instead on liveability, light, layout, and lifestyle benefits

32:00 – Lessons from the Palai Project

• Social media vs portal performance: $7 CPL vs $200
• Digital campaigns backed by physical display suites
• Success with high-end, arch-heavy aesthetics and brand loyalty

36:00 – Future Projects & Broader Appeal

• Moving into larger, more affordable developments
• Challenges in balancing scale with design integrity

38:00 – Final Thoughts

• Avoiding design trends that date quickly
• Authenticity in materials and storytelling
• How buyers’ priorities are evolving and how architects/marketers must adapt

📢 Subscribe now for more behind-the-scenes insights into Australia’s most innovative property projects—and how they’re brought to market.

https://www.joeadsett.com.au/

https://www.instagram.com/joeadsettarchitects/