Client Case Study
CapitaLand
Multi-Platform Lead Generation for Premium Commercial Spaces
At a Glance
1.14M+ impressions
driving sustained visibility
17,000+ clicks
from targeted campaigns
232+ conversions
from business unit campaigns
CPL as low as $22.69
(high-performing Lookalike audience)
~$1.22 average CPC
maintaining cost efficiency at scale
Background
CapitaLand is one of Asia’s largest diversified real estate groups, with a strong presence across commercial, business park, logistics, and industrial spaces.
Its BPIL (Business Parks & Industrial & Logistics) portfolio alone spans hundreds of properties, supporting a wide range of businesses, from multinational corporations to high-growth enterprises.
The Challenge
CapitaLand aimed to drive demand across its commercial and business space portfolio in Singapore, with a clear priority: attracting MNCs and large enterprises capable of leasing larger units or entire buildings.
This came with several challenges:
- Niche, high-value audience with long and complex decision cycles
- Premium pricing compared to competitors, requiring stronger differentiation
- A diverse property portfolio, where not every asset fits every industry
- Mixed lead intent, ranging from exploratory end-users to high-intent agents
To succeed, CapitaLand needed a strategy that could not only generate leads, but consistently attract the right ones at scale.
Our Approach
1. Full-Funnel Digital Advertising
Commercial real estate decisions typically involve multiple stakeholders, long timelines, and competing priorities. So we built a media strategy that matched each stage of that journey.
Rather than running campaigns in silos, we engineered a connected system across four platforms, each playing a unique role:
- Search (Google): Captured high-intent users actively looking for commercial spaces
- LinkedIn: Targeted decision-makers by job role, industry, and seniority, critical for reaching MNC stakeholders
- Meta (Facebook/Instagram): Scaled reach and enabled advanced audience modelling (e.g. Lookalikes)
- CommercialGuru: Tapped into property-specific intent within a relevant marketplace
Campaigns were continuously refined through keyword optimisation, audience segmentation, creative testing across formats and messaging angles, and bid and budget optimisation.
This full-funnel approach ensured that CapitaLand captured immediate demand in the form of agents and ready tenants, as well as future demand from businesses still exploring options.
This creates a sustainable pipeline of qualified leads, not just short-term spikes.
Brew’s conversion-focused campaigns for CapitaLand were designed to capture high-intent enquiries and drive qualified leasing leads.
Digital campaigns were crafted to build visibility and keep CapitaLand top-of-mind.
2. Always-On Content Engine
Most commercial leasing decisions can take months. A one-time campaign isn’t enough to win deals. A consistent brand presence does, and this can be achieved with content.
Brew built a monthly content cadence designed to keep CapitaLand visible and credible throughout the entire consideration window:
- 2 still visuals to highlight key property features and USPs
- 1 carousel post to break down complex portfolio information
- 1 animated video to bring spaces to life without requiring a site visit
The content was tailored to different industries and use cases, specific property clusters, and various stages of the decision journey.
Because many commercial real estate decisions require time, research, and confidence, consistent content helps build familiarity and trust and keep CapitaLand top-of-mind across a long consideration cycle.
3. Strategic Storytelling & Thought Leadership
Explainer Video
Brew created a 1-minute brand video to showcase the scale and diversity of CapitaLand’s BPIL portfolio, highlighting flagship developments like 27 International Business Park and 5 Toh Guan Road East, a modern logistics warehouse facility.
The video communicated the properties’ cluster-specific strengths and benefits, and reinforced CapitaLand’s positioning as “more than a landlord”.
For large-scale tenants, choosing a space is also about choosing a long-term partner. The video effectively communicates this value.
3. Workspace Insights Whitepaper
To engage decision-makers at a strategic level, Brew supported CapitaLand’s annual thought leadership series.
Focusing on the theme of workplace decentralisation, Brew’s content team created a whitepaper exploring:
- The shift towards decentralised operations for businesses
- Continued importance of CBD spaces for branding and client-facing functions
- How CapitaLand’s portfolio supports hybrid workspace strategies
Rather than writing about properties, we wrote about the challenges that businesses face in adapting to the hybrid work era, and positioned CapitaLand’s portfolio as the answer.
Thought leadership content positions CapitaLand as not just a provider of space, but a strategic advisor on the future of work, influencing decisions at a higher level.
The Results
1.14M+ impressions
driving sustained visibility
17,000+ clicks
from targeted campaigns
232+ conversions
from business unit campaigns
CPL as low as $22.69
(high-performing Lookalike audience)
~$1.22 average CPC
maintaining cost efficiency at scale
CapitaLand’s priority was attracting MNCs and large enterprises capable of leasing entire floors or buildings. Brew’s campaigns were continuously filtered and optimised to prioritise these profiles, which meant:
– Lookalike audiences were built based on CapitaLand’s existing high-value tenants, not generic property seekers
– LinkedIn targeting filtered by seniority and company size, reducing wasted spend on low-intent leads
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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