FREEDOM PROPERTY × LOVR
Ormiston Rise · Private
FREEDOM PROPERTY × LOVR
01
Sales & marketing recommendation
August 2026

A plan to fill Ormiston Rise.

What we found when we went through the village’s marketing the way a buyer would, and what we would do about it.

Prepared for Tranquil Retirement GroupOrmiston Rise
What we found · 01

How a buyer meets the village today.

We went through the website, the advertising, the socials and the sales material as if we were a buyer, or a buyer’s daughter looking on their behalf from interstate.

0
videos anywhere. Not on the site, not in the ads, not on socials.
1
way in. A phone call to a sales office open ten to four, weekdays.
6
units visible online, against a release programme far larger than that.
The village is the strongest asset you have. It is also the hardest thing to actually see.
Your socials are full of the real thing, morning teas, live music, open days, residents who clearly like living there. That is exactly what a buyer needs to see, and it is currently being posted as a diary for people who already live there rather than built to sell to the next one. There is a display apartment ready to walk through, and no way to walk through it without driving to Ormiston in business hours.
Reviewed 17 and 18 August 2026: ormistonrise.com.au, villages.com.au listing, Meta Ad Library, Facebook and Instagram, and the resident information pack.
What we found · 02

The advertising has nowhere to land.

There is money going out the door already. The issue is not effort, it is that nothing downstream of the ad is set up to catch what it produces.
Four ads, one instruction
Four ads have been running since 12 July. All four are static boosted listings and every one of them ends at “call the sales office”. One is sitting under 100 impressions. There is no lead form, no landing page and no second step for anyone not ready to ring a stranger about where they will spend the rest of their life.
Nothing is measured
We could not find a tracking pixel, Google Analytics or a tag manager anywhere on the site. That means nobody can say whether the ads have produced a single enquiry, which listing pages people actually read, or where they stopped. The spend is real and the feedback loop is not there.
Nobody can be followed up
Without a pixel there is no retargeting. Every person who visits the site, reads a floorplan and leaves is gone for good. In a purchase this considered, almost nobody buys on the first visit, so that is the majority of the interest you have already paid to create.
One detail worth fixing today
A live ad describes a two bedroom apartment as a one bedroom plus study villa. The same wording appears in the website’s page description, so it is a source error rather than a typo in the ad.
Meta Ad Library, page ads active as at 18 August 2026. Tracking checked directly against the live site source on the home and about pages.
What we found · 03

What a buyer cannot see.

These are small individually. At an $840,000 to $910,000 decision, made carefully and usually with family in the room, they are not small at all.
The pipeline is invisible
The website shows six units, four for sale and two under contract. The portals say four available. If the real programme to move is closer to eighty, including off the plan, then a buyer has no way of knowing there is anything coming, and no way to register interest in something not yet released.
The same apartment, two prices
One apartment shows $850,000 on its own page and $890,000 on the card that links to it. Whichever is right, the buyer who spots it now has a reason to double check everything else they have been told.
The information sessions have stopped
The information sessions page still carries a registration form, and every date on it is from May, June and July. All in the past. Anyone who lands there concludes the village has gone quiet.
The costs are the first question, and they are not answered
Leasehold tenure, the exit fee, the weekly service fee. These are the questions every buyer and every adult child asks first. Answering them plainly and early is the single fastest way to build trust in this category, and right now that conversation only happens once someone is already in the room.
Unit availability and pricing per ormistonrise.com.au and villages.com.au, 18 August 2026. Release programme figure supplied by Freedom Property, to be confirmed.
Why it matters now

The real cost of waiting.

This is not a marketing problem. It is a settlement timing problem, and the clock is already running.

A buyer who finds you this month settles around six months from now. The enquiries not created today are the settlements not banked next year.
~80
units to move, built and off the plan, over roughly the next eighteen months.
~$70m
of stock at the prices currently published on your own site.
194 days
average from a retirement unit becoming available to settlement, across the sector.
Unit count supplied by Freedom Property. Value calculated on the four prices published at ormistonrise.com.au ($840,000 to $910,000). Sales cycle: PwC and Property Council Retirement Census.
The idea

You do not have a sales problem.

You have a village that people love once they are standing in it, and almost no way for anyone to get that feeling before they commit to a phone call. Everything below is built to close that distance.

What we’d do · 01

Making the village visible.

Three things get built before another dollar goes into advertising, because they are what the advertising needs in order to work.
Video first
A hero film of the village, resident testimonials with people who actually live there, and a walkthrough of the display apartment so a buyer or their family can see it from anywhere, at any hour. Retirement sells on trust and real faces, and you have a village full of both. Everything below runs on this footage.
A conversion page that does the selling
Properties presented by type rather than as eighty separate listings, with live availability so the whole programme is visible including what is still to come. Video throughout. A plain English information pack covering tenure, exit fee and weekly costs, downloadable in exchange for a name. Book a private inspection online. Register for an information session with dates that exist.
Tracking, before anything else
Pixel, analytics and conversion tracking installed before the next campaign goes live, so from day one every dollar is measured and every visitor can be followed up. This is the cheapest line in the whole proposal and it is the one that makes the rest accountable.
The information pack doubles as the sales team’s answer to the cost question, in writing, before the first meeting.
What we’d do · 02

Capturing and converting the enquiry.

Once the foundation exists, everything Freedom already runs for its own recruitment is pointed at buyers instead of agents.
A pipeline behind every enquiry
Every enquiry from the ads, the site, the portals and the phone lands in one place and is answered fast. Two separate email sequences run behind it: one written for the buyer, one written for their adult children, who are half of this decision and are almost never marketed to. The sequence stops the moment a real conversation starts.
Information sessions as a standing programme
A set cadence rather than an occasional event. Promoted properly, registrations captured into the pipeline, reminders and follow ups around each one, and the registered list becomes the invitation base for the next. The sessions stop being a marketing cost and become the top of the funnel.
Advertising that has somewhere to land
Meta lead forms and video creative to over sixties across the Redlands and the bayside, plus their forty five to sixty year old children. Retargeting off the new pixel. Google Search against retirement village terms, where the intent is already high. Spend staged up once the funnel is proven to catch it.
One report, monthly
Enquiries in, cost per inspection booked, pipeline value and what changed. One document, in plain words, so the board can see exactly what the money did.
Ad spend is paid direct to the platforms by Tranquil and is separate to the figures overleaf.
Investment · Stage one

The build.

Film production
Two shoot days. Shoot direction, hero village film, three resident testimonial films, display apartment walkthrough, plus short cutdowns for advertising and social.
$9,500
Photography
One full day. Villas, apartments, community centre, grounds and lifestyle. Edited gallery supplied for web, print and advertising.
$3,500
Conversion site
Design and build. Residences by type with live availability, video throughout, information pack capture, online inspection booking and information session registration.
$12,000
Tracking foundation
Meta pixel, Google Analytics, tag manager, conversion and event tracking, wired to the site and the ad accounts.
$1,200
CRM and nurture build
Sales pipeline, enquiry routing, forms, the buyer sequence, the family sequence, and the information session automations.
$5,800
All figures exclude GST. Ad spend is separate and paid direct to the platforms.
Investment · Stage two

The monthly.

The monthly programme
Two components. Managed advertising, $2,400. Meta and Google Search built, launched, watched and optimised, with creative rotation, retargeting and the budget held by a real person. Content and social, $1,800. Includes the monthly capture day on site, reels and stills cut from it, the grid planned and scheduled, and information sessions and resident life posted as sales content rather than diary.
$4,200 /mo
The monthly report
Enquiries, cost per inspection booked, pipeline value, what changed and why. One branded document for the board.
Included
Minimum three month term on the monthly, so the advertising has time to produce data worth acting on. Ad spend separate.
How it runs

Two teams, clear lines.

Tranquil Retirement Group
The village
Sales conversations and inspections
Access to the village, residents and display apartment
Confirming the release programme and pricing
Signing off the information pack content
Advertising spend, paid direct to the platforms
Freedom Property × LOVR
The marketing function
Film, photography and all creative production
The conversion site and tracking foundation
CRM, pipeline and every nurture sequence
Campaign management across Meta and Google
The monthly report, and one point of contact throughout
One manager across the whole thing, so nothing is done twice and nothing is missed.
Getting started

The first ninety days.

Two of these can start the week the scope is signed.

Weeks 1 to 2
Fix and measure
Tracking installed. The price conflict and the ad copy error corrected. Release programme confirmed. Information session dates set for the next six months.
Weeks 2 to 4
Capture
Two film days and the photography day on site. Residents briefed and filmed. Display apartment walked through. Information pack written and signed off.
Weeks 4 to 8
Build
Conversion site designed and built around the footage. CRM, pipeline and both nurture sequences live. Booking and registration wired end to end.
Weeks 8 to 12
Switch on
Campaigns live across Meta and Google with real video creative. Retargeting running. First information session promoted properly. First monthly report.
The order matters. Nothing is advertised until there is something for the advertising to land on.
The next step
Ormiston Rise

Let them see it before they have to call.

A short session to confirm the release programme and lock the scope, and we can be filming inside a fortnight.

Prepared for Tranquil Retirement GroupAugust 2026