Building a clear digital strategy for premium residential growth

Sonar partnered with Nine in Six to design and deliver a focused digital program that clarified priorities, strengthened foundations, and supported sustainable growth.

The Challenge

Nine in Six Builders had a clear ambition to evolve their market positioning and support long-term growth in premium residential projects across Greater Melbourne.

To achieve that future, they needed clarity on several key challenges:

  • Translating long-term goals into clear priorities and strategic milestones
  • Refining understanding of their core customer audience and decision-making journey
  • Strengthening their differentiation in a competitive premium market
  • Identifying which marketing and digital initiatives would create the strongest impact and sequencing those initiatives into a roadmap

In short: Nine in Six required alignment, customer clarity, and a structured plan to guide digital investment decisions that create and deliver real value. .

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The Solution

Sonar partnered with Nine in Six to run a Digital Acceleration Session (DAS).

Our intensive strategic workshop designed to align leadership and stakeholders around objectives, audiences, channel roles, and roadmap priorities.

The Approach

The DAS approach included four key phases:

  1. North Star Alignment
    We facilitated a structured workshop to define the long-term strategic direction and translate it into achievable milestones.
  2. Customer Journey Deep Dive
    We clarified Nine in Six’s core customer profile and explored what drives decision-making in the premium build market. This included mapping key influences across the ecosystem. Including: architects, engineers, and designers and identifying the information and proof points required at different stages of the customer journey.

  3. Opportunity Mapping & Prioritisation
    Working collaboratively, we identified and prioritised the initiatives most likely to strengthen market positioning and support commercial growth. These initiatives spanned digital foundations, core messaging, lead generation pathways, and ongoing customer communications.

  4. Strategic Roadmap Design & Alignment
    Sonar delivered a structured roadmap that sequenced NOW | NEXT | FUTURE initiatives into a clear plan for execution over the coming year.

The Outcome

By the end of the DAS process, Nine in Six had a clear, prioritised strategic roadmap designed to improve marketing clarity, strengthen customer engagement, and support future growth. Key outcomes included:

Shared alignment around strategic direction

A unified view across stakeholders on what the business is building toward, and what needs to happen next

Improved customer understanding and messaging direction

A refined picture of the core customer, their expectations, and the messaging style required to build trust in the premium residential market

A prioritised plan of action

A shortlist of initiatives ranked by impact and sequencing, allowing the team to focus on what matters most, first

A time-bound digital acceleration roadmap

A practical plan across foundational improvements, channel activation, and customer engagement workstreams

What We Delivered

  • Digital Acceleration Session (DAS) workshop facilitation
  • Strategic direction and milestone alignment
  • Customer persona and journey mapping
  • Opportunity mapping and prioritisation
  • Prioritized strategic Roadmap (Now / Next / Future)
Nine In Six Hero