Ray White Commercial is the retail and commercial arm of one of Australia’s most recognised real estate brands. Despite strong brand equity, they had historically relied on traditional marketing channels and word of mouth to generate leads. Their digital efforts were underleveraged, and internal teams lacked the creative bandwidth to build and execute high-performing ad campaigns at scale.
Ray White Commercial partnered with Defiant to fill that gap. Our role was to build, launch and iterate full-funnel creative campaigns that would elevate brand presence and drive qualified enquiries. Within weeks, we had rebuilt their entire creative library, launched net-new concepts, and redesigned the website to support higher conversion across all channels.
We rebuilt Ray White Commercial’s creative system from scratch. This included consistent campaign structures, defined messaging principles, and on-brand design frameworks that made scaling easier. By establishing these foundations early, we gave the account clarity, consistency, and a platform to test and scale new assets without needing to reinvent the wheel each time.
With no prior digital testing infrastructure, we introduced a campaign framework designed to validate different hooks, formats, and content types. We tested a mix of statics, motion, and team-led content to quickly identify what resonated. The learnings helped us build momentum fast, refine what worked, and double down on top performers across Meta and Google.
We delivered creative that spanned every stage of the funnel, from brand-building content to conversion-driven statics. Assets included punchy team showcases, founder-led videos, location carousels, and motion graphics that made the brand feel authoritative but accessible. This variety gave the media team options to deploy based on intent, fatigue, or offer changes.
We completely redesigned the brand’s landing experience in just 14 days. The updated layout focused on improving mobile UX, simplifying copy, and guiding users through a clearer call-to-action journey. As a result, conversion rates jumped by 77%, turning ad traffic into a reliable source of qualified leads.
Whether you’re scaling to $1M/month or heading towards a $100M+ valuation.
Defiant becomes your unfair advantage in creative, media, and performance.
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