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M Group Properties

Content Strategy

Project Description: M Group Properties

Client: M Group Properties

Project: Full-Stack Content Marketing — Website, Ads, Social

Services Completed:

Website content package: banner films, About video, service explainers, meet‑the‑team, photo library
Ongoing monthly production for social + paid: development progress, launch campaigns, sales enablement assets
Editing, captioning, resizing, and versioning for Meta/LinkedIn/YouTube + website
Rapid refresh cycles leveraging new footage for site and ads

Overview

Long‑term partnership. We run content end‑to‑end so the marketing team and agents can sell faster: document builds, prime launches, and keep the pipeline warm with consistent, on‑brand assets.

In property, content is proof. It shows they’ll deliver on time, that quality is real (not claimed), that there are people with standards behind the logo, and it sells the lifestyle buyers are actually paying for. Every asset either builds trust, shows care, or sells the lifestyle.

Key Deliverables

Website film suite + photo library
Monthly short‑form video and photos capturing the progress, launches, testimonials
Ad‑ready cut‑downs with hooks/CTAs
Reusable B‑roll catalogue of sites, teams, and details

Goal

Sell developments and scale the brand

Provide a compounding library and cadence that supports off‑the‑plans sales, strengthens developer credibility in Christchurch, and shortens time‑to‑market for each project. Make trust visible—schedule reliability, workmanship, people and process. Add brand personality without fluff. Sell the lifestyle with context (streets, interiors, community) so buyers can picture themselves there.

Challenge

Construction timelines change

Weather, trades, and access windows shift. Dates move. We need to hit moving targets without missing key milestones or burning budget.

Solution

Retain cadence + flexible capture

Monthly schedule with buffer days; lightweight crews for short notice; templates for edits and ad variants; central library so new assets refresh the site and feed paid/organic without re‑inventing the wheel.

Outcome

Traffic, attention, sales velocity up

+121% organic traffic, +113% time on site, ongoing lift in enquiries. Portfolio growth from ~6 homes/year to a forecast ~50 next year. Website refreshes now happen in hours by repurposing the library.

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