Optimal Property Group Website and Digital Strategy

Optimal Property Group are Australian property investment specialists who came to us looking to launch their brand and services through a new website and a full service digital strategy campaign.

As leading property strategists and investment property consultants, Optimal bring together a wide breadth of market knowledge with some of the country’s top experts in property investment; they also provide access to exclusive access to off-market development opportunities.

Both a strong online presence and complete, coherent digital infrastructure were paramount when Optimal came looking for us, and from the start they were safe in the knowledge that we could deliver the kind of results they were looking for.


We take a look at the website and initial steps of the digital strategy campaign for Australian property investment specialists Optimal Property Group.


For the Optimal website, we went for a bold, authoritative, yet highly accessible design. A strong digital presence is essential for every business, especially one such as Optimal, where potential clients need quick, easy access to information on available properties. With this in mind, the brief for the site was approachable and easy to navigate.

An important element of the site is the ‘properties’ page which incorporates a feature slider with striking imagery and details of newly available properties and a bold, clear call-to-action button leading to a more in-depth information resource for each property. From here, navigation to contact the agent is simple.

The Optimal Property Group website is a striking and functional extension of their brand, consolidating information, photography and brand assets to present a unified and knowledgable face for the business.

Digital Strategy

The first step for any lucrative digital strategy campaign is a thorough digital audit, which includes examining the market place, competitors, and what strategies are achievable within a given budget.

For Optimal after researching the market, competitors, and their potential audience, we began to develop a content strategy which focused around two key areas: content marketing and SEO.

Social media marketing and management were also important elements of the initial digital strategy, however, through our digital audit research and conversing with the Optimal team, it was determined that SEO and content marketing should be of primary concern.

Following the digital audit, the next step was bolstering the brand new Optimal website with a batch of information rich, keyword-focused content to establish Optimal Property Group as a valuable resource for potential property investors around the world.

This was to be a central element of the Optimal digital strategy campaign, supported by brand-focused original image sharing via their social media channels.


This first batch of original articles lay framework for the ongoing SEO and content marketing efforts centred around the website, establishing Optimal as an authority in property investment in Australia.

Here is an example of the first articles written by our copywriting team:

A Quick Introduction To Property Investment in Australia

How To Build Your Team in Property Investment

Smart Property Investment in Sydney

How To Choose a Property Strategist

Things To Consider When Downsizing Your Home

Google is constantly on the lookout for evidence that your site is an authority on its subject matter, and original content and backlinks to this content are one of the best ways of showing this. This is why each of these articles has been shared all social media channels, bolstered by the wealth of tools and link building strategies at our disposal.

Original social content is the creation of content specifically for sharing on social media, often in the form of images, gifs (moving images), and videos. Our focus for Optimal was to create a series of images that is arresting, easily digestible, and highly shareable.

In the digital world, the content you create is just as important as your website – therefore, the brand elements and voice of Optimal are strongly reinforced by this social content. Below are a few examples.

property quotes

property quotes

property quotes

This is just quick snap shot of the very early stages of Optimal’s digital campaign, and if you look at some of our other case studies, it’s apparent the importance of developing a completely unique approach for each business. We look forward to watching Optimal Property Group flourish.

Our team live and love everything digital. So, whether you’re a urologist in Sydney, Australia’s biggest distributor of gourmet salts and Epsom salt, a boutique brokerage house, or a national company that sells fire doors and you’re thinking of getting serious about growing your brand online have a chat with us and we’ll tailor a bespoke digital strategy that achieves results.

by Radi Safi

Radi Safi is the Creative Director at IYBI. In 2012 he launched Happy, a music blog and media company.
Twitter    Google+

Map TEL | (02) 9519 9922