CASE STUDY
Buxton
Buxton
ADA Toorak
ADA Toorak
Building a Multi-Million-Dollar Buyer Pipeline for ADA, Buxton's Luxury Toorak Residences
Building a Multi-Million-Dollar Buyer Pipeline for ADA, Buxton's Luxury Toorak Residences
How Market Lead launched ADA, Buxton Projects' architecturally designed luxury residences at 1095 Malvern Road, Toorak.
How Market Lead launched ADA, Buxton Projects' architecturally designed luxury residences at 1095 Malvern Road, Toorak.
Industry
Industry
Property Development (Off-the-Plan Luxury Residences)
Property Development (Off-the-Plan Luxury Residences)
Services
Services
Meta Ads, High-Converting Landing Page, Data & Attribution
Meta Ads, High-Converting Landing Page, Data & Attribution
Markets
Markets
Melbourne Metro (Toorak, Inner-East)
Melbourne Metro (Toorak, Inner-East)
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
A Prestige Toorak Launch Without a Buyer Pipeline
Buxton Projects is a respected Melbourne property developer. ADA is their luxury residential project at 1095 Malvern Road, Toorak, a collection of architecturally designed 2 and 3 bedroom residences priced from $2.495 million, designed by architect Paul Conrad with landscaping by Jack Merlo and construction by Manresa.
The product had every credential a prestige buyer looks for: a blue-chip Toorak postcode, walking distance to the luxury shopping of High Street Armadale, Miele appliances, private balconies and terraces, and a build team with genuine pedigree.
But a new launch needs qualified buyers fast, and the buyer for a $2.495M+ residence is a narrow, affluent audience of owner-occupiers and downsizers. Broad property listings and referrals alone could not reliably reach the inner-east catchment at the volume and precision a prestige off-the-plan release demands.
Buxton Projects is a respected Melbourne property developer. ADA is their luxury residential project at 1095 Malvern Road, Toorak, a collection of architecturally designed 2 and 3 bedroom residences priced from $2.495 million, designed by architect Paul Conrad with landscaping by Jack Merlo and construction by Manresa.
The product had every credential a prestige buyer looks for: a blue-chip Toorak postcode, walking distance to the luxury shopping of High Street Armadale, Miele appliances, private balconies and terraces, and a build team with genuine pedigree.
But a new launch needs qualified buyers fast, and the buyer for a $2.495M+ residence is a narrow, affluent audience of owner-occupiers and downsizers. Broad property listings and referrals alone could not reliably reach the inner-east catchment at the volume and precision a prestige off-the-plan release demands.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Reach the Prestige Buyer by Income and Area, Not by Broad Interest
Market Lead ran a focused Meta acquisition engine for ADA. A $2.495 million-plus Toorak residence does not sell to a broad property audience, so we built high-intent audiences on income and location signals to reach genuine prestige buyers across Toorak and the inner-east. We ran the full funnel from prospecting through to retargeting, split-tested creative across static, video and carousel, and drove to a high-converting landing page that captured qualified buyer enquiries. Budget followed the audiences and creative producing the best quality leads.
Market Lead ran a focused Meta acquisition engine for ADA. A $2.495 million-plus Toorak residence does not sell to a broad property audience, so we built high-intent audiences on income and location signals to reach genuine prestige buyers across Toorak and the inner-east. We ran the full funnel from prospecting through to retargeting, split-tested creative across static, video and carousel, and drove to a high-converting landing page that captured qualified buyer enquiries. Budget followed the audiences and creative producing the best quality leads.
The Key Insight
For a $2.495 million-plus residence, audience precision beats reach. Targeting by income and location signals puts the spend in front of genuine prestige buyers and filters out the casual browsers before any sales time is spent.
The Key Insight
For a $2.495 million-plus residence, audience precision beats reach. Targeting by income and location signals puts the spend in front of genuine prestige buyers and filters out the casual browsers before any sales time is spent.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Landing Page
• A focused landing page built to turn paid traffic into qualified buyer enquiries.
• Clear messaging on the residences, the address and the lifestyle, with a simple enquiry form.
• Mobile-first for buyers arriving from social.
Landing Page
• A focused landing page built to turn paid traffic into qualified buyer enquiries.
• Clear messaging on the residences, the address and the lifestyle, with a simple enquiry form.
• Mobile-first for buyers arriving from social.
Google Ads
• High-intent audiences built on income and location signals to reach genuine buyers in the catchment, not casual browsers.
• Full funnel from prospecting through to retargeting of engaged visitors.
• Audiences tested continuously against enquiry quality.
Google Ads
• High-intent audiences built on income and location signals to reach genuine buyers in the catchment, not casual browsers.
• Full funnel from prospecting through to retargeting of engaged visitors.
• Audiences tested continuously against enquiry quality.
Meta Ads
• Creative split-tested across static, video and carousel.
• Winning angles scaled, weaker ones cut.
• Messaging tuned to the prestige buyer the project was built for.
Meta Ads
• Creative split-tested across static, video and carousel.
• Winning angles scaled, weaker ones cut.
• Messaging tuned to the prestige buyer the project was built for.
Data & Attribution
• Enquiries tracked by channel and campaign so budget followed what was working.
• Cost per lead and lead quality reviewed continuously.
• Weekly optimisation against real enquiry data.
Data & Attribution
• Enquiries tracked by channel and campaign so budget followed what was working.
• Cost per lead and lead quality reviewed continuously.
• Weekly optimisation against real enquiry data.
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
A Prestige Launch with a Multi-Million-Dollar Buyer Pipeline
Buxton's ADA project went from launch to a buyer pipeline of 411 qualified enquiries at ~$80 per lead, delivered entirely through Meta across Facebook and Instagram. The ~$32,800 in ad spend generated ~638,000 impressions and ~18,600 clicks at a 2.9% click-through rate, around 3x the Meta baseline. For a product priced from $2.495 million, that engine puts a steady flow of genuine prestige buyers in front of the sales team, where a single conversion repays the entire campaign many times over.
Buxton's ADA project went from launch to a buyer pipeline of 411 qualified enquiries at ~$80 per lead, delivered entirely through Meta across Facebook and Instagram. The ~$32,800 in ad spend generated ~638,000 impressions and ~18,600 clicks at a 2.9% click-through rate, around 3x the Meta baseline. For a product priced from $2.495 million, that engine puts a steady flow of genuine prestige buyers in front of the sales team, where a single conversion repays the entire campaign many times over.
Ready to Build Your Buyer Pipeline?
We've helped developers like Buxton go from project launch to 411 qualified enquiries for a $2.495M+ product. Let's talk about what we can build for you.
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