Turning Integrated Media into Full Lease-Up for Local: Box Hill

The Challenge: Building Demand and Converting It into Signed Leases

Launching a major Build-to-Rent development required more than simply generating awareness. Local needed to introduce a new rental proposition to market while simultaneously driving enquiries, tours and ultimately signed leases.

The key challenges included:

• Building Awareness: Creating strong visibility for Local: Box Hill across the local market and surrounding catchments.
• Reaching a Diverse Audience: Connecting with Box Hill’s significant Chinese-speaking community through culturally relevant, in-language media.
• Capturing Rental Intent: Ensuring Local was visible when prospective residents were actively researching apartments and rentals.
• Driving Lease-Up: Turning media exposure and enquiries into signed leases quickly enough to outperform the planned leasing timeline.

Next&Co’s task was to connect brand-building and performance media within one accountable strategy, with every channel ultimately working towards the commercial goal of leasing the building.

The Solution: An Audience-First, Through-the-Line Media Campaign

Next&Co developed an integrated media strategy spanning the complete renter journey, from initial awareness through to enquiry and signed lease.

• Build Awareness: OOH, BVOD, radio, lifestyle media and hyper-local activity created broad visibility and established Local: Box Hill within the surrounding community.
• Reach Chinese-Speaking Audiences: Dedicated in-language activity across platforms including RED (Xiaohongshu), Yeeyi, WeChat and Baidu, alongside Chinese-language streaming, radio and publishing, extended the campaign into the media environments used by a key local audience.
• Capture Intent: Google Search and property media including realestate.com.au and Domain reached renters actively researching apartments and the Box Hill market.
• Convert and Optimise: Paid social, search and retargeting continually re-engaged prospective residents, with audiences, creative, budgets and channel mix optimised towards enquiries and signed leases.

By treating lease-up rather than media delivery as the ultimate measure of success, the campaign was able to generate demand at scale while progressively shifting investment towards the activity most likely to convert.

The Numbers: Turning Reach into Signed Leases

The integrated campaign generated significant reach and renter demand, ultimately helping Local: Box Hill achieve full lease-up substantially ahead of schedule.