Building the Category. Deep Expertise in Property, Home Building & Real Estate
For over a decade, Sonar has built a deep practice at the centre of Australia's most commercially demanding digital marketing category, residential property. Across home builders, developers, and real estate brands, we deliver the strategy, technology, and execution that turns digital investment into a qualified pipeline.
Why Sonar
Most digital agencies and consultancies treat property as a vertical. For Sonar, it's a core practice, one shaped by years of working inside the complexity of home builder marketing, developer positioning, and real estate audience strategy.
We bring strategic capability, not just channel execution. We understand how a build contract pipeline works, how sales consultants are incentivised, how land release timing affects demand, and how economic conditions reshape buyer intent. That category fluency means we ask better questions, build better strategies, and drive better outcomes.
The Industry
Few sectors test digital marketing more rigorously than residential property. The purchase cycle is long - often 12 to 24 months from first search to signed contract. The decision is the most significant financial commitment most Australians will ever make.
Competition is intense, seasonality is real, and the margin for poor lead quality or wasted media spend is zero.
For home builders and property developers, the digital challenge isn't just awareness. It's managing a complex funnel: capturing high-intent demand early, nurturing prospects through consideration, and converting enquiries into qualified sales at a cost the business can sustain. Add in rising land and construction costs, fluctuating consumer confidence, and the pressure to hit sales targets in a rate-sensitive environment.
And you have one of the most commercially demanding marketing briefs in Australia.
Sonar has built its practice at the centre of this challenge.
Our Property & Real Estate Clients
Sonar partners with organisations across the full residential property ecosystem. From Australia's largest volume home builders to premium boutique developers and emerging real estate brands.
- Simonds Homes — one of Australia's largest home builders, for whom Sonar operates as integrated digital marketing partner across performance media, website, CRM, MarTech, SEO, and AI-led audience targeting
- Montgomery Homes — a growth-stage home builder, supported across digital strategy, website, martech
- Nine in Six Builders — a premium residential developer, supported through a Digital Acceleration Strategy to sharpen positioning and build a commercial digital roadmap
- Aware Real Estate — supported across digital performance and CRO
- Leave Plus — property-adjacent audience activation and digital strategy
- Porter Davis Homes - previously one of Australia’s largest volume home builders across Victoria and QLD
- CASA Developments - a boutique luxury medium density developer
- Gersh Investment Partners - a specialist real estate investment firm, specifically focussed on joint ventures, principal real estate transactions and Investment Management
- Churston - a boutique, Private Equity-backed luxury property development group
Together, these partnerships give Sonar a rare cross-section of the market: volume and boutique, established and emerging, metropolitan and growth corridor.
Our Real Estate & Property Experience
What We've Learned and What We Apply
Working across this portfolio, Sonar has developed a deep understanding of what actually drives commercial outcomes in the property category. That understanding informs how we approach every brief.
Lead quality matters more than lead volume
In home building, a high volume of unqualified enquiries is worse than a smaller number of genuinely interested buyers. Poor leads waste sales consultant time, distort conversion data, and erode confidence in marketing investment.
By deploying Roy Morgan Helix Persona targeting alongside hyper-local postcode clustering for Simonds Homes, we shifted pipeline quality achieving a 2.3× higher conversion rate and 40% cheaper cost per lead, without increasing spend.
The website is the sales centre and needs to be treated like one
For most home builders, the website carries the full weight of the consideration journey. It needs to do what a display suite does: inspire, inform, qualify, and convert. Sonar's DxP replatforming work with Simonds transformed their digital experience into a lead generation engine, delivering 200% more leads at 40% less media spend.
The buyer journey is long and non-linear
A first-home buyer researching house-and-land packages may take 18 months to act. An upgrader comparing premium builders may spend weeks on a single decision. Generic campaigns that treat all enquirers the same squander the investment made to acquire them.
Sonar builds full-funnel strategies that match messaging, channel, and content to where buyers actually are and connects those experiences back to CRM and sales outcomes.
Data and audience intelligence are a structural advantage
The home builders and developers who win in digital understand their buyers better than their competitors do. Sonar brings capability in Roy Morgan’s Helix Persona segmentation, geo-targeted audience modelling, and CRM-connected attribution that turns marketing data into a competitive asset not just a reporting exercise.
Different market positions require different strategies
A volume builder like Simonds operates at scale, optimising across hundreds of display homes and thousands of annual enquiries. A premium builder like Nine in Six competes on perception, relationship, and trust. A growth-stage builder like Montgomery Homes needs foundations and efficiency. Sonar understands these distinctions and builds accordingly not off-the-shelf, not templated.
