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Bloomfield Estate
February 22, 2026
A project led by the needs and wants of the community, Bloomfield is perhaps the most niche land estate in Gippsland.
Just 95 residential lots sit within Warragul’s south-eastern growth corridor, but the real differentiator? Each one is at least half-an-acre. Few land estates can invite a buyer to think bigger about their lifestyle, but at Bloomfield, thats exactly what we asked of them.
Penzo led the full end-to-end marketing scope for this project. From positioning to first awareness through to decision, we conceptualised a customer journey to match how this type of product is considered and purchased.
That thinking informed the structure of the campaign, starting with the initial EOI phase, the retail launch, and the activity that has followed since.
Just 95 residential lots sit within Warragul’s south-eastern growth corridor, but the real differentiator? Each one is at least half-an-acre. Few land estates can invite a buyer to think bigger about their lifestyle, but at Bloomfield, thats exactly what we asked of them.
Penzo led the full end-to-end marketing scope for this project. From positioning to first awareness through to decision, we conceptualised a customer journey to match how this type of product is considered and purchased.
That thinking informed the structure of the campaign, starting with the initial EOI phase, the retail launch, and the activity that has followed since.
To resonate with a niche market, positioning is everything. 50% of Stage 1 sold out within just 3 months, an incredible feat for the region’s most unique land offering.
