CASE STUDY
Auyin - Loam House
2,398 Sales Qualified Leads, 66% Profiled, and 2.33% Meta CTR for Auyin's Loam House
How Market Lead built and ran the paid acquisition engine for Auyin's Loam House Sandringham launch, generating 2,398 leads and profiling 66% through a multi-step landing page, while holding a 2.33% Meta CTR (over 2x the 0.8% to 1% industry benchmark) and a 9%+ click-to-lead conversion rate across 19 months and counting.
Client
Auyin - Loam House
Industry
Property, Off-the-Plan Luxury Apartments
Services
Advanced Google Ads, Conversion Rate Optimisations, Meta Ads, Enterprise Reporting, Advanced Data & Attribution
Timeline
Since October 2024 (19 months and counting, all-time data)
2,398
66%
2.33%
A New Sandringham Release in a Category Where Lead Quality Decides Everything
Auyin is a Melbourne-based developer with a track record of building considered, design-led apartment communities. Loam House is their Sandringham release: house-sized apartments from $725,000, marketed against the bayside lifestyle and pitched at owner-occupiers and downsizers who want space without leaving the suburb.
For Loam House to hit its sales velocity targets, the campaign had to do two jobs at once. It had to generate a volume of inquiries large enough for the sales team to work through, and it had to filter that volume down to the inquiries that genuinely had the budget and intent to buy.
Off-the-plan apartments live and die on lead quality, and a sales team that spends three weeks calling unqualified leads is a sales team that misses launch momentum. What was needed was a paid acquisition engine that did both at the same time, supported by reporting the developer and sales agents could actually read.
New release, no campaign baseline at launch
Build the System That Filters Buyers Before the Sales Team Picks Up the Phone
The multi-step landing page is the system. Get the form to do the qualifying work, and the sales team gets a steady stream of leads where budget, bedroom preference, timeframe to move in, and intent are already known before the first phone call.
The guiding principle for Loam House was simple: the multi-step landing page is the system. Get the form to do the qualifying work, and the sales team gets a steady stream of leads where budget, bedroom preference, timeframe to move in, and intent are already known before the first phone call.
The Key Insight
Profiling does not reduce lead volume, it increases it. A multi-step form built around the buyer's mental model produces more total leads and a higher rate of sales qualified leads than a single-step form ever could, because the buyer feels like the page is taking them somewhere rather than collecting them.
Four Pillars That Transformed the Pipeline
A Paid Acquisition Engine That Has Held Its Numbers for 19 Months
Across the full engagement to date, the Loam House campaign has produced 2,398 sales qualified leads, profiled 1,577 of them through the multi-step form (a 66% all-time profile rate), and booked 54 display suite consultations through the Calendly integration layered onto the funnel. The Meta CTR has held at 2.33% all-time against a category benchmark of 0.8% to 1%, and click-to-lead conversion rates on the strongest cohorts sit at 9% and above.
The single best lever in the entire engagement was the multi-step landing page. One profiled lead in the right budget band, with a confirmed timeframe to move in, is worth more than fifty unprofiled form fills to a sales team running a launch. That is the difference between advertising and a buyer pipeline.
The reporting layer carries that signal all the way through. The Auyin team can see, at a glance, which audience cohort is profiling at what rate, which creative is producing those profiled leads, and how the display suite calendar is filling in any given week.
Ready to Build a Buyer Pipeline for Your Next Release?
We've helped developers like Auyin generate thousands of sales qualified leads against tightly defined product positioning, with profiling built directly into the funnel. If you're launching off-the-plan apartments and want the system to do the qualifying work before the sales team picks up the phone, let's talk.
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