The process

This welcome journey was crafted to build rapport and brand familiarity before a salesperson’s first in-person contact. The emails introduced Hometown Australia and the Beachfront community, highlighted the lifestyle and financial benefits of land lease living, and built trust through authentic resident testimonials. The final CTA encouraged leads to book a one-on-one appointment with our sales team. Knowing that over 50% of our audience reads emails on desktop—a unique insight for our demographic—I designed the series to look polished and user-friendly across both desktop and mobile. The EDMs were built and automated using Hubspot’s template designer, featuring custom content and imagery from our professional community photoshoots.