MEET THE FOUNDER
Over fifteen years, and some of Australia's biggest developments
I've spent over 15 years in-house in property marketing, working across major residential, mixed use and urban renewal projects including Green Square, Waterloo, Norwest, Bondi, Sanctuary Cove, and Sydney Olympic Park. That experience sits behind every strategy I now build through Blue Notes, for developers, brand agencies, and property teams who want marketing that actually moves the needle.
Lisa Smith, Founder
THE APPROACH
Most property marketing starts with the product.
Mine starts with the person buying it.
Ask most developers what their marketing is about, and they'll talk about the building: the finishes, the floorplan, the view. It's a natural place to start. But it's rarely where the buyer starts.
Buyers make decisions based on behaviour, motivation, and hesitation, not specifications. What's stopping them from moving? What convinced someone similar to say yes? What do they actually need to hear to feel confident, not just interested?
My approach is built around answering those questions first, through research, behavioural insight, and a genuine understanding of the buyer, before a single piece of creative gets made. Not because it sounds better in a pitch, but because it works. Marketing built on real buyer insight resonates faster, differentiates more convincingly, and gives sales teams a story that actually matches what buyers are thinking, rather than what the brochure says.
Over fifteen years shaping property marketing for some of Australia's top developers, grounded in one belief: the best campaigns start with the customer, not the product.
IN PRACTICE
What this looks like in practice
Understanding who's actually buying
Not just the demographic on paper, but their real motivations and doubts
Testing messaging against genuine buyer objections
Not internal assumptions
Building campaigns and sales narratives
Around what moves someone from interested to ready, not just awareness
Translating that insight into a strategy the whole team can align around
Sales, developer, and agency all working from the same understanding of the buyer
Who I work best with
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Developers who don't have marketing capability in-house, and want someone senior enough to act as a genuine extension of their team, not just another vendor to manage.
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Marketers who are under-resourced or stretched thin, need senior strategic leadership above them, or want a fresh, outside read on a project that's lost momentum.
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Agencies handling the sell-down or campaign delivery for a developer's project, looking for a strategic partner who can shape the thinking, not just execute the brief.
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Agencies who want a sharper strategic lens behind the work they're already making, one grounded in real in-house developer experience, not just an outside creative point of view.
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Firms who need help sharpening their own market position and voice, not a specific project, but the credibility and visibility of the business itself.