IPQLD Property Campaigns
Narrative-led marketing built on trust, clarity, and human connection.
A bespoke, end-to-end marketing system for regional land and property.
Generate better enquiries — and convert them through real conversations.
The Approach
Marketing that doesn't lie.
Most property marketing oversells what's there.
Stretches a view. Crops out the neighbour.
We don't.
We show the land as it is.
The wide horizon. The unfinished fence. The morning light.
Because the buyer coming to a 100-acre rural lot is not the buyer you fool with a photoshop sky.
“Honest footage converts higher. Every time.”
Estimate only. Not a prediction.
This tool shows general estimates based on assumptions and the inputs you provide. It is not financial, investment, or lending advice, not a loan approval, and not a guarantee of performance or borrowing capacity.
Only a licensed lender or mortgage broker can assess your eligibility for finance. Speak to a broker, financial advisor, or accountant before making any decision.
"If you fail to plan. You plan to fail."
Over 40 years in the property Development and sales business, Matt Steinhour has refined a criteria for successful marketing and the milestones that need to be achieved to pay the banks back and return a profit.
We have taken all this logic, and thinking and learning and built an engine around it. We call it The Engine.
Like any engine, it needs to be lubricated and tuned.
Before we market your Development,
we determine if it should launch.
Most Developments fail for three reasons: Price, Position, and Promotion.
This is a strategic estimate, not a formal quote.
Production
Real rooms. Real roads. Real light.
Our production unit lives on the land we shoot.
A truck. A drone. A crew of three.
No studio. No stock footage. No fake sky replacements.
Just the place.
“Authenticity isn't a style — it's our baseline.”
01 — What We Are Doing
Each property is its own campaign. Not a listing.
We are creating a bespoke, end-to-end marketing system for individual investment land and property opportunities across regional Queensland — including Toowoomba, Warwick, Crows Nest and beyond.
The system combines on-site field production, narrative creative development, video, photography and written assets, a dedicated conversion landing page, a professionally written property memorandum, print and digital collateral, targeted media distribution, human-led lead qualification, and monthly reporting and campaign refinement.
The system includes:
- →On-site field production
- →Narrative creative development
- →Video, photography & written assets
- →Dedicated conversion landing page
- →Property memorandum
- →Print and digital collateral
- →Targeted media distribution
- →Human-led lead qualification
- →Monthly reporting & refinement
02 — Why This Way
The problem with traditional property marketing
Most campaigns:
- ✗Push people into browsing behaviour
- ✗Rely on templated listings and generic copy
- ✗Hand leads to impersonal automation or offshore call centres
- ✗Measure success by clicks rather than conversations
Our response:
- →We remove distractions
- →We replace automation with human follow-up
- →We tell the truth about the land
- →We position Matt as a guide, not a salesman
This creates a filter, not a funnel.
03 — How This Is Different
Three principles that change everything
Narrative Over Listings
We don't just show what the land is — we explain why people buy in this region, what makes it suitable and unsuitable, and what brochures and portals usually leave out.
Each property has a clear narrative position in the market.
One Page, One Purpose — ipqld.land
All campaigns drive enquiries to a single conversion page. No listings, no comparisons, no competing messages.
ipqld.land exists to establish who you are dealing with, set expectations for a direct human conversation, and capture contact details so that conversation can happen.
Properties are discussed after contact is made, not before.
Human Qualification, Not Bots
All enquiries are handled personally by Linda. No AI calls. No automated "human-sounding" messages. No offshore call centres.
Every lead becomes a real conversation.
04 — What Each Campaign Includes
Structured framework, tailored to each site
The process begins with a positioning brief from Matt / the client.
Site Visit & Field Immersion
2–3 days on location- →Site inspection and location scouting
- →Video and photographic capture (drone and land-based)
- →Surrounds, access, and town context
- →Ground-truth understanding before creative development
Day 1: Arrive for sunset. Day 2: First light to last light. Day 3: Pick-ups and return.
Creative Development & Strategy
- →Narrative positioning
- →Key messages and exclusions ("who this is not for")
- →Video structure and tone
- →Visual direction, scripts, and mood boards
- →Distribution logic by platform
- →Call-to-action strategy
This forms the intellectual backbone of the campaign.
Production (Video & Photography)
- →Narrative-led video capture (drone and land)
- →Still photography for digital and print
- →Direction and sequencing
- →Assembly edits during shoot days
10-hour production days (first light to last light).
Post-Production & Finishing
- →Music, voice-over, and final edits
- →Colour grading and sound polish
- →Multiple versions for different platforms
- →Image selection, grading, and formatting
Deliverables: Master film (3:30–6:30), 90s teaser, 30s teaser, 15s teaser, 30–40 Instagram-ready photographs.
Landing Page Build
- →Design and build of dedicated landing page
- →Clear narrative flow
- →Lead capture form
- →UTM tracking integration
- →Mobile-first optimisation
Intentionally simple and conversion-focused.
Property Memorandum
- →Written narrative overview
- →Transcripts from interviews and research
- →Location context and key facts
- →Use cases and buyer suitability
- →Integrated photography
Supports Linda's conversations and provides substance post-call.
Design & Print Collateral
- →Print flyers and brochures
- →Property-specific branding elements
- →Visual consistency across digital and print
Supports inspections, follow-ups, and offline conversations.
Media Distribution
- →RealEstate.com.au (REA)
- →YouTube
- →Instagram / Facebook
- →Light Google Search (high-intent only)
All media directs traffic back to the conversion landing page, not to listings.
05 — Production Costs (One-Off)
What it costs to build a serious campaign
75% of the production budget is payable upfront, 7 days prior to work commencing.
A. Pre-Production
$8,500 – $11,000B. Production
$11,000 – $16,500C. Post-Production
$7,500 – $11,000D. Collateral
$8,000 – $11,00006 — Quarterly Refresh
Content reflects reality, not past promises
We return to site at least once per quarter to document progress and refresh media.
Video
- →Current site conditions
- →Infrastructure progress
- →Short updates for social & YouTube
Photography
- →Updated stills
- →Progress details
- →New angles for posts & memorandums
Aerials
- →Updated drone footage
- →Scale and change documentation
- →Regional positioning
Typical quarterly refresh cost
$5,000 – $8,000 per visit
07 — Total Production Investment
First-year investment guide
Lean
$25k – $30k
Single shoot, limited deliverables, no ongoing refresh
Standard
$55k – $75k
Full narrative build + quarterly refreshes
Flagship
$75k – $95k+
Deep narrative, extended production, premium collateral + refreshes
08 — Digital Media Buying
Planned per quarter, not locked annually
Each platform has a defined role. No platform is expected to do everything.
Attention + Trust
Reach + Repetition
YouTube
Depth + Reassurance
Precision + Credibility
TikTok
REA
Outdoor
Radio
Cinema
Standard Campaign
Quarterly digital spend
Flagship Campaign
FLAGSHIPQuarterly digital spend
Budgets are reviewed monthly. Spend can be reduced, paused, or reallocated if inventory sells faster than expected. No annual lock-ins.
09 — Outdoor Advertising
Physical-world presence and legitimacy
Outdoor does not explain — it anchors. "This is real. This is established. This is worth considering."
Key Highway Corridors
Queensland
- → Brisbane → Toowoomba (Warrego)
- → Brisbane → Warwick (Cunningham)
- → Brisbane → Sunshine Coast
- → Brisbane → Gold Coast
Interstate
- → Sydney → Brisbane (Pacific / M1)
- → Melbourne → Sydney (Hume)
- → Melbourne → Brisbane
Quarterly Outdoor Spend
Standard
$9,000 – $18,000
1–2 regional billboards, 4–8 weeks
Flagship
$21,000 – $52,000+
2–4 billboards, multiple corridors, 8–12 weeks
10 — Radio
Sound familiar. Sound credible. Be remembered.
Radio is intimate, habitual, and trusted — particularly outside metro centres. Its strength is mental availability, not explanation.
Standard — Quarterly
$6,500 – $13,000
One 4–6 week burst, regional focus
Flagship — Quarterly
$11,500 – $28,000
Multiple bursts, regional + metro outbound
11 — Cinema
Undivided attention in a premium environment
Cinema is not about reach. It is about impact and legitimacy. "This is established. This is credible. This is worth attention."
Standard — Quarterly
$7,000 – $14,000
One 4-week cinema run, regional focus
Flagship — Quarterly
$13,000 – $27,000+
Multiple locations, extended runs
12 — Google Search & Display
Capture intent, not clicks
Google captures explicit intent. It reaches people who are already researching, comparing, and looking for clarity before making contact.
Google Search (Primary)
- → Regional investment land searches
- → Industrial / logistics land
- → "Over the ranges" queries
- → Brand searches (IPQLD, Matt Steinhour)
Google Display (Retargeting Only)
- → Website visitors
- → YouTube viewers
- → Instagram / Facebook warm audiences
- → Reinforces recognition and recall
Standard — Quarterly
$1,800 – $3,600
$20–$40/day
Flagship — Quarterly
$3,600 – $6,750+
$40–$75+/day
13 — UTM Tracking & Attribution
Attribution, not surveillance
No personal data is captured. No behaviour is automated. UTMs give us a clear, ethical way to understand what's working.
What UTMs allow us to report on:
UTMs support decisions — they do not make them.
14 — Why Notion
The thinking layer
The most important information in this system is not the metrics — it's the thinking behind the decisions.
Holds the whole story
Each client's Notion space becomes a campaign memory — what launched, what worked, what was adjusted, what buyers actually said.
Quantitative + qualitative
UTM reports and lead counts sit next to Linda's call notes and buyer sentiment. That's where real insight lives.
Supports judgment
Does not auto-optimise. Does not chase vanity metrics. Gives humans a clear surface to decide better.
Scales cleanly
Each client gets their own workspace. No learning resets to zero. Patterns emerge across projects.
15 — The IronBark Model
90 days. Three phases. One outcome.
This system is designed to produce clarity, not activity.
Production + Authority
On-site shoot. Content production. Brand authority established. The market starts to hear the name before a single lot is listed.
Launch + Takeoff
Media goes live. Paid and organic across all channels. Landing page active. Pony is on the phone. Leads are flowing.
Acceleration + Decision
Data refines the campaign. Budget shifts to what's working. Conversion intensifies. The sell-out window opens.
Got a development that needs to move?
Talk to Pony and Matt. No pitch decks. No fluff. Just a conversation about what's possible.