Using Big Sales Events in Construction: Smart Play or Gimmick?
We’re used to seeing retailers slash prices during Black Friday. But in August this year — three months ahead of schedule, Oliver Hume dropped a headline-grabbing campaign with discounts of up to $48,000 across 90 blocks of land.
Not in fashion. Not in whitegoods. In house and land.
Their “Land Grab” promo, backed by major developers, took the retail playbook and applied it to Victoria’s land market. Nine estates. Three days. First in, best dressed.
But here’s the bigger question: Should more builders and developers be borrowing tactics from retail? And if so, how do you do it without cheapening your brand?
Let’s look at what’s actually happening.
Why Oliver Hume Played the ‘Black Friday’ Card in August
It wasn’t just a gimmick. According to Oliver Hume CEO Julian Coppini, July sales were softer than expected, and discounts across the market had started drying up. “The market needs it,” Coppini told the Herald Sun.
With titled land available and interest rate cuts likely coming later this year, the team saw a window — and took it. As Coppini put it: “If consumers can buy clothing, electrical and white goods online, why not property?”
The takeaway? Urgency and familiarity matter. Everyone knows what Black Friday is. By running the promo early, they sidestepped the noise and created their own window of relevance.
Builder Insight: This Isn’t About Hype. It’s About What Works.
This kind of campaign can feel flashy. But the principles are grounded:
• Timing matters. With rate cuts looming, Oliver Hume bet that August would get buyers off the fence faster than November.
• Scarcity drives action. Just 90 blocks were offered, making the offer real and limited.
• Online-first means access. Buyers queued digitally — a nod to Cyber Monday culture — instead of waiting outside a sales office at 4am.
For builders trying to move stock, shift market perception, or create momentum, events like this can work. But only if they’re done with clarity, not clutter.
As one builder told us recently: “We’ve done promos in the past that felt a bit salesy. What works is when you tell the story straight. ‘Here’s the block. Here’s the price. Here’s the saving.’ Builders don’t have time for spin, and buyers can smell BS a mile away.”
Would This Work Elsewhere? Depends on the Market
While the campaign covered estates across Melbourne’s growth corridors and regional hubs like Geelong and Ballarat, Coppini was clear: don’t expect this in WA or South East Queensland. Those markets aren’t struggling, so there’s no need for heavy discounts right now.
That aligns with what BuiltGrid’s Toby from The Good Builder podcast recently observed: “Every state’s in its own two-speed economy. Victoria’s still a bit slow. But in WA and QLD, trades are screaming for capacity. There’s no need to discount if you can’t even find the people to build.”
For developers in softer markets though, there’s a lesson: create the moment before you miss it.
Marketing Beyond the Billboard: What Builders Should Ask
If you’re a builder or developer looking to try something similar, it’s not just about sticking “SALE” on a banner. The most effective campaigns start with good questions:
• What buyer hesitation are you trying to overcome?
• What timing aligns with real shifts in the market?
• What’s the actual value to the buyer, not just a headline number?
• How does the campaign reflect your brand (not undermine it)?
As Duayne from DP Constructions and Live Life Build often says, “You don’t want to sell your integrity to fill a calendar.” Good builders don’t just want to win the sale, they want to earn trust long after.
So if you’re running a promo, make sure it reflects who you are, not just what you’re offering.
The TGB Take: You Can Learn from Retail, But You’re Not Retail
This isn’t about chasing gimmicks. It’s about smart timing, clear value, and creating momentum in markets that need it. Oliver Hume’s “Land Grab” worked not because it copied Black Friday, but because it translated the concept for buyers in a market where urgency had flatlined.
But here’s the thing: these campaigns only work if you’ve done the groundwork. The trust. The product. The service.
That’s where good builders win. Every time.
Call to Action
Thinking of running a campaign to move land or builds? Start with your why, and talk to your network. Marketing that works isn’t about louder noise. It’s about sharper focus.
You can also check out how other builders are making their mark in slow markets, from Shaun at Creation Homes’ land acquisition strategies to Wojtek at Zaleta’s shift into high-margin boutique homes.
Want the TGB team to unpack a promo or help you learn from others doing it well? Hit us up with a topic or campaign and we’ll break it down, builder-style.
0 Comments