realestate.com.au | How Buyers Saved Up to $48K in a Winning Black Friday Land Sale

Industry Editor and Analyst Benn Dorrington at realestate.com.au has profiled Oliver Hume's nationally award-winning 'Black Friday Land Grab' campaign, which brought retail-style sales mechanics to the residential land market for the first time.

The campaign offered rebates of up to $48,000 across 10 metro and regional Victorian communities, generating $11.8 million in titled land sales, clearing 30% of participating stock, and attracting more than 1.2 million digital impressions during the campaign period. Oliver Hume's Jessica Lochrie said the retail-inspired format was chosen specifically to cut through buyer confusion and reduce the time needed for consumers to understand the offer.

Alongside the financial incentives, the campaign was built to reduce the stress typically associated with purchasing land, incorporating educational videos, consultant support, and a fully flexible purchase experience that allowed buyers to transact from home or in person, on their own terms.

Ms Lochrie described the campaign as a first for the property industry and paid tribute to the developer partners who backed an unconventional approach. Oliver Hume accepted the Integrated Brand Campaign of the Year award at the REA Excellence Awards on the strength of results that demonstrated both commercial impact and a genuine shift in how land sales campaigns can be structured.

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