Colliers & Tomorrow Agency

Inside the Partnership Powering Successful Gold Coast Campaigns

For over two years, Colliers and Tomorrow Agency have led the sales and marketing campaign for Iris Capital’s Victoria & Albert, Broadbeach. As the development reaches the milestone of construction commencing, they reflect on their journey and share insights about the balance between long term planning and being able to adapt along the way.

Their work began with Sam Arnaout, the CEO of Iris Capital, well before the launch in early 2022. From inception of the project, including site acquisition, the project marketing teams provide crucial on-the-ground insight as to what the off-the-plan buyer wants on the Gold Coast; particularly for an interstate developer such as Iris Capital. Tomorrow have been appointed for all marketing facets of the project; from branding, display, website and collateral all the way through to advertising, media buying, socials and content. 

Tomorrow Agency QLD State Manager Nikita Russ says the relationship with Colliers Residential Director David Higgins and the local Iris Capital team continues to go from strength to strength.

"Ultimately we are striving to always improve speed of sale and quality of leads to decrease cost per sale, rather than just celebrating delivering a blast of unqualified names and emails. A strong partnership with all stakeholders is vital to achieve this. Our decisions are data driven and we hold ourselves to a high-level of accountability.” Russ says, adding that she has Colliers Director Rachel Hutson on speed dial."

One of Colliers and Tomorrow Agency’s key points of difference compared to other teams is priding themselves on reporting and not only capturing data, but utilising the data to enhance the campaign. Their shared focus on understanding the data to make actionable changes has led to natural collaboration and depth of partnership with Urban.com.au to play a supporting role across both Colliers and Tomorrow Agency’s portfolios.

Since the launch of Victoria & Albert, the average sale price of Urban.com.au leads has been just over $2.15 million. 

The 800-plus SMS verified leads delivered over the course of the campaign ensure that every lead has a real phone number and Colliers sales team can invest the time in the outreach with confidence.

Whereas from other sources only 46 per cent of leads were contactable.

“The SMS-verification Urban offers really has been a game-changer to the whole enquiry process,” Higgins says.

“Everything should be quality over quantity. For us as a small business, we don’t want to work with every single developer, we want to work with the best. Colliers were appointed by Iris Capital on V&A Broadbeach, Lewis Land on Harbour Shores and Leda Holdings on Kings Forest are arguably the biggest, if not the biggest names in the development industry on the Gold Coast. It’s not by accident those are the types of people we want to work with.”

Higgins said while the ultimate choice for a media agency rests with the developer client, we have a strong relationship with the local team at Tomorrow and our work together proves to be very positive.

Russ said their most successful client partnerships allow them to utilise the full breadth of tomorrow agency's services (strategy, creative, media, digital & content). 

“In today's market it's even more critical to have a strong and multi-faceted presence. 

We are fortunate to work closely with Sam Arnaout on not just V&A but his corporate brand, his construction (Iris Built) brand and his wider project portfolio. Urban has played a big role in supporting the content needs beyond just the retail sales campaign.”

The commercial relationship between Colliers, Tomorrow Agency and Urban triggered a social one between Urban.com.au CEO Mike Bird and David. Mike and David meet regularly and Mike was a keynote speaker at Colliers recent developer lunch, presenting Urban’s MatterFact data on Gold Coast enquiry data. David will speak at Urban’s Market Insights Live event on the Gold Coast later in the year, discussing the metrics driving the Gold Coast off the plan property market.

Higgins says no other platform has such a commitment to Brisbane and the Gold Coast as Urban.com.au.

It’s hard to be online and not see a new article or video not only promoting Brisbane and Gold Coast apartment projects, but educating buyers on the region, the supply and demand metrics, and shining a light on the good players in the market. It gives buyers a view no one else does.

“Buyers are coming through well educated on buying off the plan, the south east Queensland market, and the project they’ve enquired on, having digested far more than just a listing on the Urban platform. These buyers are engaged and are ready to move.”

Colliers and Tomorrow Agency are working on some of the Gold Coast’s largest developments together. As well as Victoria & Albert Broadbeach, they’re appointed on Lewis Land’s 16-hectare masterplan Harbour Shores. Urban is proud to play a support role in both projects.