TAPESTRY BATTLE
DRIVING DEMAND FOR OUTRIGHT SALE HOMES THROUGH JOINED UP SALES AND MARKETING
When place, lifestyle and performance align, demand follows
Cast Can was appointed to deliver the full sales and marketing strategy for outright sale homes at Tapestry in Battle. The challenge was to establish early momentum for a new development in a competitive local market, while clearly communicating value, lifestyle and quality to prospective buyers.
Our objective was to generate qualified leads, support show home activity and build sustained interest through a digitally led approach. We focused on combining film, website optimisation, performance media and content led storytelling to create a clear and compelling buyer journey from first touchpoint through to enquiry.
The Idea
Tapestry is about more than homes. It is about design, setting and long term liveability. Our approach positioned the development as a lifestyle choice, using film and photography to bring the brand to life while underpinning this with performance driven digital marketing.
Film became a key asset, setting tone and aspiration, while data led optimisation across paid media and the website ensured the campaign delivered measurable results for outright sale homes.
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Sales and marketing strategy for outright sale homes
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Brand and lifestyle film content
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Website optimisation and journey improvements
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Meta advertising with creative testing
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Google search and Performance Max campaigns
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Show home launch campaign and landing page
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Email and WhatsApp marketing integration
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Each element worked together to support lead generation and buyer engagement throughout the early stages of the development.
What We Delivered...
We delivered an integrated programme covering website performance, Meta advertising, Google PPC, email marketing and emerging channels such as WhatsApp. Content was planned to work across formats, from hero film to paid social cut downs, ensuring consistency while maximising reach.
The show home launch became a focal point, with all advertising activity directing users to a dedicated landing page designed to increase intent and conversion. Website journeys were refined to guide users quickly towards property information, enquiries and RSVPs.
The results.
129
total leads generated in November
98
Meta leads in December at a £3.67 cost per lead
373
Meta leads delivered across three months with an average £6.03 CPL
486
website visits with 76% unique users
22
form submissions with a 9.5% completion rate, up 22% month on month
18%
returning web visitors
1,623,456+
impressions across paid media activity
Alongside live activity, we continuously reviewed data, creative performance and user behaviour. Creative testing, CTA refinement and landing page updates ensured the campaign evolved as intent shifted, particularly around seasonal changes and the show home launch.
The Upshot
Through a fully integrated sales and marketing approach, Cast Can has helped establish Tapestry, Battle as a desirable destination for outright buyers. Film led storytelling, performance media and continuous optimisation have delivered strong early lead volumes, efficient cost per lead and growing buyer intent, building a solid platform for ongoing sales success.