CLIENT STORY - TOGA
From Modest Outreach to Massive Scale: Helping a National Property Developer Achieve Millions of Sends and 39% Open Rates
From Modest Outreach to Massive Scale: Helping a National Property Developer Achieve Millions of Sends and 39% Open Rates
TOGA is one of Australia’s longest-established and most respected property developers, with a portfolio that includes iconic projects such as Hunter – Double Bay, Boheme – Bondi Beach, Surry Hills Village, Wicks Place Marrickville and the Darwin Waterfront. VYBRNT and ActiveCampaign have partnered with TOGA for more than four years, delivering consistently strong results across a range of property development projects.
Client Overview
Industry: Property Development
Company Snapshot: TOGA is one of Australia’s leading fully integrated property developers. Their expertise spans the entire property lifecycle — from site selection, feasibility analysis, concept planning, and design, through to leasing and property management services.
VYBRNT’s Involvement – Supporting, strategising and managing the lead-nurturing funnels, and database marketing efforts, delivered with the ActiveCampiagn Platform.
The Challenge
Back in 2019, TOGA recognised that their database marketing technology and strategy had become outdated, putting them at risk of of falling behind in an increasingly competitive landscape. They didn’t just want to stay current and relevant—TOGA set their sights on moving to the front of the industry in database marketing. With long-term relationships at the heart of their business and trust required at every stage of the customer journey, they urgently went to market in search of the right partner and solution to keep them ahead of the pack. They needed to address the following challenges.
- 1. TOGA’s lead nurturing process had minimal touch points. Primarily driven by a monthly email newsletter strategy.
- 2. There was little to no integration between TOGA’s CRM (Microsoft Dynamics) and the email marketing tool. This resulted in restricted marketing efforts, and a lack of scale.
- 3. Communications were mostly outbound, and lacked personalisation.
In 2019, ActiveCampaign was chosen, and installed into the business. VYBRNT lead the implementation, in collaboration with their internal team.
This was the beginning of drastically more efficient, and personalised marketing communication strategy.
VYBRNT's Solution
VYBRNT partnered with TOGA to ensure that their messaging highlighted the breadth of their expertise in the industry. In property-sales, the customer journey can be a lengthy one, often segmented into buying time frames. The buying time-frame segmentation was key to the overall strategy. VYBRNT helped define segments, organised into 3, 6, 12, and 24-month buying time frames. Over the last few project life-cycle, TOGA has experienced outstanding results with their lead-nurture metrics.
- VYBRNT created project-specific nurture automations using ActiveCampaign. A standardised process was brought into the company, to be built across all projects.
- VYBRNT also added VYBRNT SMS marketing which promoted viewing events for each specific project. VYBRNT SMS also fully integrates with ActiveCampaign, making for easy implementation.
- VYBRNT assisted with the design and optimsation of a 2-way custom integration between ActiveCampaign and Microsoft Dynamics.
Implementation Highlights
VYBRNT focused on the personalisation feature’s within ActiveCampaign to increase open rates and click-to-open rates. This included the project email being sent from the specific sales agent who had been assigned to the prospect. The content in the email itself was also customised to give a personal feel, with signature’s inserted from the relevant salesperson for each email.
From only a few thousand emails a year going out, we were able to achieve the highly impactful results for the company….
- Total Email Campaigns: 392!
- Total Sends: 1,472,319 emails delivered!!!
- Bounce Rate: 0.53%
- Average Open Rate: 39%!
- Average Click Rate: 4.4%!
toga
Phase 1: Pre-Launch (2019-2020)
Minimal email activity during the setup and planning phase. Only a few thousands emails sent in the years prior.
Phase 2: Launch & Rapid Growth (2021-2022)
2021: 126,769 emails – Initial launch year
2022: 360,941 emails – Explosive 185% growth in customer touch-points.
Phase 3: Strategic Adjustment (2023)
2023: 339,617 emails – 6% pullback to optimize the strategy, and re-launch the nurture sequences.
Phase 4: Peak Performance (2024)
2024: 451,831 emails – Record high, 33% growth from 2023
Results
- Thousands of customers and leads nurtured (automatically)
- Reduction in TOGA’s Sales Teams time spent emailing prospects.
- Substantially higher conversion rates on project based campaigns.
- Wicks Place 100% sold and completed in record time.
“VYBRNT has helped Toga keep a strong handle on it’s project nurture sequences. For the last few years we’ve launched over four luxury developments, and have built a streamlined process for nurturing our leads.”
Anthony Falas – Executive General Manager | Sales & Property Management