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The year ahead

Barlow Building, FY26

The marketing engine for the next chapter of growth. Out-engage, do not out-build.
For Sam and Chelsea BarlowPrepared by LOVRJune 2026
Where we are

A brand built. Now a brand that grows.

This year we built the surface, the brand, the content, the look that makes Barlow feel like the best version of itself. That foundation is strong, and it is what everything ahead stands on. FY26 is the depth beneath it, the engine, the reach and the numbers that turn a brand people feel into growth you can measure.

How we built this

Before a word about the plan, we did the work.

We read the whole field, every Gold Coast builder winning attention and every one missing it.the full field
We studied the awards landscape across both major bodies, where the credentials are won.HIA + Master Builders
We researched the founder-led content winning in this exact niche, with the live numbers.verified
We mapped the management and measurement engine end to end.one system
Nothing here is a hunch. All of it is evidence we went and gathered.
The plan, and the lens

The plan, on one principle: design-led marketing that delivers.

The workFive pillars that compound. The engine, the founders, the stories, the credentials, the foundation.
The lensEvery move tied to a commercial outcome, every system measured. The aesthetic stays. The return is the point.

Here is the path we will walk: where you stand, the opening the field has left, the engine that runs the year, the content that fills it, and how we measure all of it.

01 The opening

The whole field left the same lane empty.

No human layerAcross the Coast, almost nobody runs founder-led, human content. The brands are quiet and the founders are hidden.
No paid engineAlmost nobody runs paid at all. A growth lever sitting wide open.
The openingThe first to move owns the conversation. Barlow is the one placed to walk into it.
02 The complete picture

Three things build a brand. Barlow can hold all three.

A brand surface people feelthe look, the content, the worldbuilt
Award credentials in your bandthe trust that wins higher workthe 2027 play
The founders, the human layerthe one thing nobody can copyuncopyable

No rival holds the full set. Some have the polish, some have the credentials, none have the human layer. Hold all three and the position is yours alone.

03 The edge

Design is shared. Integrity is not.

The best builders on the Coast draw from the same design talent, so the design name alone is not the difference. Barlow's edge is honouring the design through every layer of the build, whichever architect is on it, the design and build arms working as one.

Discerning clientsThe buyers who care about that are exactly the ones worth attracting.
ArchitectsAnd the architects who want their work built properly become a referral channel of their own.
Pillar 1 · The engine

One system that runs the growth side.

DistributionEvery piece planned, built and posted on time, across the right channels, Instagram, TikTok, LinkedIn, Pinterest and YouTube.
Managed adsA real paid engine, built and run by LOVR, in a field where almost nobody runs paid.
The hubEvery enquiry captured in one place, your streams split into clean lanes.

Always what you get, never the tools underneath. One system, the whole picture.

Pillar 1 · What we track

Marketing you can measure.

Reach and engagement, per platformmonthly
Ad performance, spend, cost per enquiry, returnper campaign
Leads, by source, into the right laneattributed
Pipeline, what came in, what progressedtracked
The field, benchmarked beside youin context

Every enquiry tagged to its source, every lead followed up the moment it lands, one branded report each month with a plain recommendation. We do not promise a number we cannot stand behind. We measure everything and show the return, so the spend answers for itself.

Pillar 1 · Who we reach

Three audiences, three doors.

Custom-home clientsThe luxury client building with you, reached through paid and the brand.
Architects and referrersThe design community, reached through the founders and the integrity story.
FundersThe backers of the larger developments. Reached with a tailored capital pitch deck, not ad spend.

To close each one, the right document in the room, a capital deck for funders and a premium client deck for your build clients.

Pillar 2 · The founder engine

The one thing no competitor can copy.

It is Sam and Chelsea. Young, on camera, real. The founder-on-camera model is proven in this exact niche, where the personal channel builds the trust a brand account never can.

On siteDay in the life, the honest calls, the build as the backdrop.
On recordThe lessons, the standards, what luxury actually means to Sam.
On YouTubeTwo channels, the founder story and the finished work.
Pillar 3 · The stories

Every signature build, a story worth telling.

One build becomes a film. The owner tells the story, the design is explained, the craft is the hero. Shot once, it carries a month of content and lives on as the asset that helps sell the next one.

Signature projectsProfile the flagship builds as signature stories. Somewhere on Jefferson Lane is the lead, with more to follow.
The channelsThe finished films on the Barlow channel, the founder story on Sam's.
Pillar 4 · The credential

The one credential, winnable.

The awards reward construction quality at half the score. These are builders' awards, and Barlow's craft is exactly what scores, when the photography and the submission point the judges at it.

Award-grade photography at completionper build
Submissions written to the judging metric2027 cycle
Then a win becomes contentthe loop
Pillar 5 · The foundation

The base, sharpened.

The siteProcess and team pages, the search basics, built onto the site we already made for you.
On timeContent out on schedule, every month, and the system that keeps it that way.

Enhancements that extend strong work. The platform the rest of the year runs on.

The plan

The year, in order.

Foundationthe site finished, channels connected, the hub stood upfirst weeks
The engine livescheduling, managed ads, the hub runningmonth one
The founders and the storiesthe content engines at cadenceongoing
Awards prepphotography and submissions for the 2027 cyclethrough the year
Reportingthe numbers, and what we changed and whyevery month
The storytelling year

Twelve months, one story.

Foundation and the new chapterengine on, the founders launch, first project films, award photography beginsJul to Sep
Momentum and the revealleadership content, the Currumbin office reveal, award entries preparedOct to Dec
The launchSomewhere on Jefferson goes to market, award entries in, the year recalibratedJan to Mar
The payoffaward season, the wins amplified, the year measured against the numberApr to Jun
Every month carries a spine, the founder content, a project story and a milestone, all tied to the goal.
Every month

What lands, every month.

Creative direction, shoot days and founder captureon plan
A full content creation engine, photo and video shaped to the monthphoto + video
Scheduling and publishing, each channel shaped for itself6 channels
Ad creative and managed campaigns3 audiences
The hub, every lead captured, sourced and followed upCRM
One branded performance report, with the month aheadmonthly
The goal

A benchmark of forty. Reaching for forty five.

Forty million is the mark we set this plan against, up from thirty five this year. The engine is built to reach past it, toward forty five. We use forty as the benchmark, and we shoot for forty five.

The investment
$0
per month, up from $14,950
$0
across the year
under 1%
of the $40M benchmark, where premium builders run 1 to 3 percent

One monthly investment for the whole engine, the content, the ads and the management together. We will walk you through all of it today, fold in your thinking, and bring you the detailed proposal after.

Next steps

Where we go from here.

Confirm the investmentThe retainer and the media band, so we lock the year.
The inputs we needComfort on camera, the Somewhere timeline, the award dates, and access to the accounts.
Shape it togetherYour ideas folded in today, then the detailed proposal to follow.
Lock the startSetup begins on sign-off, the engine runs from month one.
The next step
The engine, the founders, the stories, the credentials. Built with you.

We already know your brand, we built it. Now we bring the depth to make it grow. We do not want to be another agency you brief. We want to be the team that owns this outcome with you.

Prepared by LOVR, June 2026
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