Frasers Property Australia

Here's how Switch helped Frasers Property Australia turn a fragmented digital estate into a single, scalable platform built to grow with the business.

So what's the lesson here?

Rapid growth and multiple rebrands don't just create a branding problem they create an operational one, with content bottlenecks that pull marketers away from strategy
The fix wasn't three separate websites; it was one platform delivering three distinct, audience-specific experiences (Corporate, Residential, Retail)
A centralised design system let a team of just two content authors manage 23 branded sites and 7,500+ pages, with updates delivered 2–3x faster than before
Since launch: 44.5% increase in leads generated, 59% lift in search impressions, 38% more organic clicks
Frasers Property Australia is already tracking referral traffic from AI search platforms with 545+ sessions and 1,180+ page views in a single 30-day period, an early signal most property organisations aren't measuring yet

The Situation: Fragmented digital ecosystem with multiple sites, inconsistent design and disconnected customer journeys

Frasers Property Australia has been delivering homes since 1924 across residential, commercial and retail. But years of growth, four rebrands, and work with different external partners across different internal teams had left the digital platform heavily fragmented. Inconsistent branding and a disjointed user experience were frustrating internal teams and complicating content operations.

The challenge went deeper than branding. Each business unit, Residential, Retail, Commercial served entirely different audiences with different needs. Content operations were decentralised and manual, creating bottlenecks that slowed time-to-market and pulled marketers away from strategic work. The existing platform also lacked the scalability to support Frasers' growth ambitions and the personalisation capabilities needed to deepen customer engagement.

The core objectives:

Consolidate a fragmented digital estate into one scalable platform
Deliver three tailored experiences for genuinely different audiences, without three separate systems to manage
Centralise content operations to free marketers from execution and let them focus on strategy
Lay the foundation for data-driven personalisation

The Approach: One platform, three audience-specific experiences

Switch began with a structured process to align stakeholders across Residential, Retail and Commercial to understand business priorities, performance expectations and audience needs before any design or build work started. Every delivery decision stayed anchored back to that strategic groundwork.

Three experiences, one platform. A single platform now powers three distinct digital experiences: a Corporate site bringing Frasers Property Australia’s brand to life, a Residential journey built around guided navigation and transparent pricing, and a Retail platform focused on quick, intuitive access for shoppers, tenants and centre managers.
Design system at scale. A centralised design system was built to balance consistency with creative flexibility now powering 23 branded sites across more than 7,500 pages.
Content operations overhaul. The decentralised, manual content model was replaced with a dedicated expert team using structured templates, freeing marketers to focus on strategy instead of execution.
Streamlined discovery for future sites. Standardised templates and frameworks let Frasers Property Australia lead parts of the discovery process independently for retail sites, accelerating timelines while keeping Switch's team focused on strategy and execution where it mattered most.
AI-assisted operations. Centralised content management combined with AI for tasks like content production and behavioural analysis lifted efficiency across the business, freeing platform specialists to manage updates across the entire digital ecosystem.

The Result

44.5% increase in leads generated
59% lift in search impressions
38% more organic clicks
23 branded sites and 7,500+ pages now managed by just two content authors, with updates delivered 2 - 3x faster than before

In property, a digital form submission is the primary conversion event, a prospective buyer, tenant or investor making direct contact. The 44.5% increase in leads generated is a direct measure of commercial impact, backed by a structured SEO program now operating at scale.

The platform's quality has also been recognised externally with a Good Design Award and a Better Future Award.

Why this matters if you're consolidating a fragmented digital estate

If you're a CMO or Head of Digital Platforms managing a business that's grown through rebrands, acquisitions or simply time, the Frasers Property Australia pattern is a useful one: the answer usually isn't one website trying to serve every audience, and it isn't three unrelated platforms either. It's one platform, disciplined enough in its design system and content structure to deliver genuinely different experiences without multiplying the operational overhead.

Already ahead of the curve

Most property organisations are still measuring success purely on organic traffic and lead volume. Frasers Property Australia has started tracking something few in the sector are watching yet: referral traffic from AI search platforms. In a single 30-day window, AI tools sent more than 545 sessions and 1,180 page views to Frasers Property Australia digital estate, a real signal that customers are starting to discover Frasers Property Australia through AI tools.

It's not a coincidence. A platform built on a clean design system and well-structured content travels well regardless of where someone's searching from, the same foundations that made the SEO numbers possible are what's putting Frasers Property Australia in front of this next wave of search behaviour before most of the industry is even measuring it.

If you're consolidating a fragmented digital estate across multiple brands or business units, Switch partners with leading DXPs to deliver experiences across industries just like yours. Let’s chat hello@switch.com.

A few things people ask us

How do you consolidate multiple brands or business units onto one digital platform without losing what makes each one different? Build one platform with a shared design system, but let each audience-facing experience have its own content logic and navigation. Frasers Property Australia runs three distinct experiences from a single platform, without forcing them to look or behave identically.

How can two content authors manage 23 branded sites and 7,500+ pages? Structured templates and a centralised design system do most of the heavy lifting, content authors work within a consistent framework rather than building or maintaining each site from scratch, which is what makes updates 2–3x faster.

Is it worth tracking AI search referral traffic yet if I'm in the property sector? Frasers Property Australia already is, and the early numbers suggest it's worth measuring now rather than waiting until it's a larger share of traffic, the property sector broadly isn't tracking this yet, which is itself an opportunity.