When Geocon's marketing director Melanie Hindson wakes up, the first thing she does is check social media.
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What's making news about the development giant? More importantly, what are potential buyers saying? Most of the time, the response is overwhelmingly positive, she says, but a "noisy" few sometimes drown out the rest.
"It's just crazy the things that we're linked to."
Ms Hindson greets me with a broad smile; her two spoodles yapping in the back. Her townhouse in Deakin is sunny and chic; "girly", as she describes, with matching pink dog beds and a single-lane lap pool.
She shares the place with her 11-year-old daughter, Sophie Spilker, having separated from her father.
While photos are being taken, Miss Spilker shows me her keyboard, labelled with notes. She's getting back into lessons after a short hiatus and loves singing to Lady Gaga.
On the couch, Ms Hindson recalls how she came to be at the forefront of Geocon's marketing team; and sometimes, in the firing line of wild controversy.
She knew founder and managing director Nick Georgalis from their same social circles, but was also fronting furniture company Zenith when they were trying to win Geocon's Fyshwick office fit-out.
"That didn't work out, actually," she laughs.
"But I'd already left by that stage and gone to Ernst and Young."
An illustrious and varied career, from IT advisory to defence, led her back to a love of property when she approached Mr Georgalis in 2017.
The company decided to bring marketing in-house, and Ms Hindson would lead the team with the mantra: "It's all about thematics".
"We've got 10 projects in the market at the moment, so what's going to make someone buy one over another?" she says.
"Ultimately, we're selling property off the plan, so you're selling a dream ... our marketing has to resonate with people's emotions."
She notes the campaign for Belconnen's High Society tower - like "[James] Bond ... living in the clouds in these tall, architecturally sculptural, glass-facade buildings" - and Midnight, the first campaign she worked on, as two of the better examples.
As for Tryst in Reid and WOVA in Woden, which sparked backlash for having over-sexualised advertising, Ms Hindson says they are "absolutely" in-line with Geocon's marketing strategy.
"The other thing to note is, with Tryst, 46 per cent of the purchasers are female," she says.
"There's a lot of people and a lot of women that are actually loving what we do.
"We want to push boundaries and be bold."
While the predominantly female Geocon marketing team probably feel the weight of its critics while managing social media, Ms Hindson says she focuses on the positives.
"We're bringing in 600 inquiries a week. Now, that's huge," she says.
"So those couple of noisy complainers - it's definitely not the majority of people feeling like that."
Ms Hindson says her daughter "loves what Geocon does", and lets her know if anyone has defaced their advertising.
She had been asked back to her school to talk about her career for a second time.
"Sophie came to our last women's event ... and she asked the first question to the panel," Ms Hindson says.
"[The question was] 'what did you want to be when you grew up?' But do you know what was really sweet? I was so proud that I'm raising a confident, smart girl that is going to be a leader."
Ms Hindson says Geocon's women's events promote financial independence. She has put down deposits on three Geocon apartments in Midnight, Grand Central Towers, and Metropol.