CASE STUDY
Auyin
Auyin
Loam House
Loam House
A Launch That Qualified Its Own Buyers.
A Launch That Qualified Its Own Buyers.
The Serious Buyers Leaned In. Everyone Else Filtered Themselves Out.
The Serious Buyers Leaned In. Everyone Else Filtered Themselves Out.
Industry
Industry
Property, Off-the-Plan Luxury Apartments
Property, Off-the-Plan Luxury Apartments
Services
Services
Advanced Google Ads, Conversion Rate Optimisations, Meta Ads, Enterprise Reporting, Advanced Data & Attribution
Advanced Google Ads, Conversion Rate Optimisations, Meta Ads, Enterprise Reporting, Advanced Data & Attribution
Commencement
Commencement
October 2024
October 2024
Sales Qualified Leads
Sales Qualified Leads
2,398
Profile Rate
Profile Rate
66%
Meta Click-through Rate
Meta Click-through Rate
2.33%
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
A New Sandringham Release Where A Wasted Week Of Calls Is A Wasted Launch.
Off-the-plan apartments are won or lost at the enquiry stage. Loam House needed two things at once: enough volume to keep the sales team busy, and enough qualification that the team only ever called real buyers.
At premium price points, a sales team chasing unqualified enquiries is a sales team that misses launch momentum, so the pipeline had to fill with buyers in the right budget band, not a pile of cheap form fills.
Off-the-plan apartments are won or lost at the enquiry stage. Loam House needed two things at once: enough volume to keep the sales team busy, and enough qualification that the team only ever called real buyers.
At premium price points, a sales team chasing unqualified enquiries is a sales team that misses launch momentum, so the pipeline had to fill with buyers in the right budget band, not a pile of cheap form fills.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
A Funnel That Filters Buyers Before The Sales Team Picks Up The Phone.
Market Lead's Self-Qualifying Funnel made the multi-step landing page do the qualifying up front, profiling budget, bedroom preference, and timeframe on every enquiry before it ever reached the sales team.
Every profile signal was fed back to Google and Meta, so the platforms optimised toward buyers in the target budget bands rather than the cheapest possible lead. Effort went only where it could convert.
Market Lead's Self-Qualifying Funnel made the multi-step landing page do the qualifying up front, profiling budget, bedroom preference, and timeframe on every enquiry before it ever reached the sales team.
Every profile signal was fed back to Google and Meta, so the platforms optimised toward buyers in the target budget bands rather than the cheapest possible lead. Effort went only where it could convert.
The Key Insight
Profiling does not reduce lead volume. It increases it. Ask buyers the right questions and the serious ones lean in.
The Key Insight
Profiling does not reduce lead volume. It increases it. Ask buyers the right questions and the serious ones lean in.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Landing Page
• Multi-step form profiling budget, bedroom, and timeframe
• Headlines and CTAs iterated against completion rates
• Consistent brand and lifestyle photography
Landing Page
• Multi-step form profiling budget, bedroom, and timeframe
• Headlines and CTAs iterated against completion rates
• Consistent brand and lifestyle photography
Google Ads
• Intent-segmented search campaigns
• Brand defence across every keyword variant
• Bids optimised toward profiled leads in the right budget bands
Google Ads
• Intent-segmented search campaigns
• Brand defence across every keyword variant
• Bids optimised toward profiled leads in the right budget bands
Meta Ads
• Split direct response and brand reinforcement
• Audience cohorts in their own ad sets
• One winning creative carried most of the leads
Meta Ads
• Split direct response and brand reinforcement
• Audience cohorts in their own ad sets
• One winning creative carried most of the leads
Data & Attribution
• Unified dashboard across Google, Meta, forms, and Calendly
• Profile signals fed back to the algorithms
• Granular reporting by audience, creative, and budget band
Data & Attribution
• Unified dashboard across Google, Meta, forms, and Calendly
• Profile signals fed back to the algorithms
• Granular reporting by audience, creative, and budget band
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
A Paid Acquisition Engine That Has Held Its Numbers for 19 Months
The engine produced thousands of sales qualified leads and held profile quality high throughout, so the team only ever spent time on buyers who could genuinely move.
A single proven Meta creative carried more than two-thirds of the platform's leads, click-to-lead conversion stayed strong, and dozens of display-suite consultations flowed straight out of the funnel rather than from cold follow-up.
The principle held from launch to the long tail: 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.
The engine produced thousands of sales qualified leads and held profile quality high throughout, so the team only ever spent time on buyers who could genuinely move.
A single proven Meta creative carried more than two-thirds of the platform's leads, click-to-lead conversion stayed strong, and dozens of display-suite consultations flowed straight out of the funnel rather than from cold follow-up.
The principle held from launch to the long tail: 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.
Launching off-the-plan?
Market Lead built Auyin a buyer pipeline that qualified itself before the first sales call. If you're taking a new release to market, Market Lead can build the same engine for you.
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