Property developers are increasingly leasing pop-up spaces in shopping centres to take advantage of the guaranteed footfall, which provides an excellent opportunity for lead generation in a setting in that customers find casual, familiar and approachable.

Taking the sales experience out of the traditional sales suite environment and presenting it in a more informal setting removes barriers and allows property brands to engage with new audiences in an approachable way. It also has the secondary benefit of allowing the brand to better understand the culture and values of the local community.

Geocon’s eight-month pop-up at Canberra Centre in 2017 was supported by floor decals, boomgate banners, a website takeover, eDM advertising and branded content. The result was a campaign that successfully built awareness for Geocon’s residential development and positioned the brand as a leader in upscale inner-city living.