Lawrie Group
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FY26 · The next 12 months

The engine behind your
first development launch.

You have an award-winning brand and a real audience. What you do not have yet is the machine that turns it into a list of buyers you own. This is the year we build it.

Prepared by
LOVR
For
Dayne Lawrie
Date
June 2026
Why now

A twenty million dollar launch
is coming, and nothing yet
captures the buyers.

0
Your first development, six luxury terraces
0
Agent commission to sell it the usual way
0
Finance carry for every month it sits unsold

Run the usual way, the launch goes to agents from a cold start, and the buyer relationships leave with them. The window to build an owned list is now, not at launch.

Illustrative, on a ~$20M sell-down. Sources: REIQ, realestate.com.au, Feasly
Where you stand

A strong brand,
no machine under it.

What you have

  • An award-led brand: seven HIA wins and a GreenSmart Home of the Year
  • An audience of around 11,600, and a respected name in the $3M band
  • A good website you are happy with, which we are keeping
  • Your own renders, and our content engine already running

What you don't have yet

  • A CRM, anything that captures the demand you earn
  • An owned buyer list you control and can sell off
  • An email nurture to warm enquiries toward the launch
  • Paid advertising, in a field that runs almost none
What we add

Four lines, run by one team.

  • 01
    Ads
    Paid design and activation, into the open lane the field leaves empty.
    Monthly
  • 02
    A CRM, built from scratch
    The customer system you do not have today, built and run for you.
    One-off + monthly
  • 03
    An email nurture sequence
    A register-first list, warmed to your launch, so it opens warm not cold.
    Monthly
  • 04
    Backend website and SEO
    The engine room of the site you like, optimised. No redesign.
    One-off + monthly

Exactly as you asked: no new website, no render work, and the development's own marketing stays separate. Your content engine continues underneath all four.

01 · Ads Monthly

We run and measure
your ads.

Paid is the lever your field leaves sitting there. We run it from your brand, into your buyer register, and measure it.

  • Creative built for the brand and the launch.
  • Pointed at filling your buyer register, not just clicks.
  • Measured on cost per qualified enquiry, reported monthly.
What we foundNone of your direct Sunshine Coast competitors runs paid from its own page. Jager won the top award and the most attention in the field on zero ad spend. The lane is open and uncontested.
02 · CRM One-off + monthly

We build your CRM
from scratch.

You have no customer system today. With a twenty million dollar launch coming, the buyers need to be captured and owned by you, not handed to an agent.

  • A CRM built to how you work, on our managed platform.
  • Every enquiry from ads, the site and socials captured and tagged.
  • The pipeline and buyer-stage view, run end to end by us.
What we knowYou do not have a CRM today, so every enquiry your brand earns lands nowhere. The seat cost is a rounding error against one unit's agent commission of roughly $84,000 to $100,000.
03 · Email nurture Monthly

We warm a list to
your launch.

Six units do not need a portal blast. They need a warm list of the right fifty to a hundred people, nurtured from now to the on-site moment.

  • The EDM and nurture creative designed, written and built.
  • A register-first sequence, priority access ahead of the public launch.
  • Editorial, craft and place led, weighted to the lock-up-and-leave buyer.
The playEvery comparable luxury launch runs this. Murano in Teneriffe drew more than 500 enquiries before its public launch. At Canvas in Bulimba, downsizers were 70% of buyers. A warm register is how a six-unit launch sells through.
04 · Website and SEO One-off + monthly

We fix the engine room
of the site you like.

No redesign. You are happy with your website, so we keep it and make it perform.

  • Build the missing Team page and surface your Process.
  • Structured data across your projects, and the broken awards page fixed.
  • Your Google profile stood up, and a review engine started.
  • Targeted for the searches a $3M Sunshine Coast buyer actually makes.
What we foundYour awards page returns a 404, Houzz and Google show almost no reviews despite seven HIA wins, and there is no Google Business Profile. Small fixes, real trust and search gains, no rebuild.
The proof

How every $3M launch
actually sells.

  • Open a register, give it priority access before the public launch.Murano: 500+ enquiries pre-launch
  • Sell off the warm list before the public surface even opens.Della ROSA: 42% sold at reveal
  • Lead with craft and place, suppress the price.The editorial play
  • Weight it to the downsizer who wants lock-up-and-leave.Canvas: 70% downsizers

The CRM and the nurture are the machine that runs this play for your launch. Sourced from the live SEQ luxury launches, June 2026.

The case

An engine that costs less
than one or two units.

0
Agent commission on the launch, the usual way
0
Carry saved by compressing the launch six months
0
Commission on a single unit, the bar to clear

A CRM, a nurture, measured ads and a site tune-up sit comfortably below the commission on one or two units, and below a month or two of finance carry. The numbers are the next conversation.

Illustrative benchmarks. Sources: REIQ, Feasly, OwnerDeveloper, Ampersand, SEEK
How we measure

Measured on the list,
and the launch.

  • The size and growth of your owned buyer register.The list
  • Cost per qualified enquiry, across your ads.Paid
  • Search visibility and Google reviews, climbing.Search
  • Registrants converted to priority access at launch.The launch
Next steps

Where we start.

  • 01
    Agree the direction
    LOVR builds and runs the four lines as one engine.
  • 02
    Give us the go and the access
    The ad account and analytics, so we can build and measure.
  • 03
    The working session
    We scope the plan and the numbers together.
  • 04
    We start with the list
    The CRM and the nurture first, because the launch clock is ticking.
The next step
A list you own.
A launch that opens warm.

We are not touching the website you like or the renders you make. We are building the machine under your brand that turns a strong name into an owned, sellable list before your launch. Agree the direction, and we scope it together.

Prepared by LOVR · June 2026