CASE STUDY
Buxton
Buxton
Sycamore Place
Sycamore Place
Filling Sycamore Place's Buyer Pipeline with a Full-Funnel Meta Engine
Filling Sycamore Place's Buyer Pipeline with a Full-Funnel Meta Engine
How Market Lead launched Buxton Projects' Sycamore Place townhouses in Malvern East with a focused Meta acquisition engine.
How Market Lead launched Buxton Projects' Sycamore Place townhouses in Malvern East with a focused Meta acquisition engine.
Industry
Industry
Property Development (Off-the-Plan Townhouses)
Property Development (Off-the-Plan Townhouses)
Services
Services
Meta Ads (Facebook + Instagram), Landing Page / Registration Experience, Data & Attribution
Meta Ads (Facebook + Instagram), Landing Page / Registration Experience, Data & Attribution
Markets
Markets
Melbourne Metro (Malvern East, inner south-east)
Melbourne Metro (Malvern East, inner south-east)
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
A Premium Townhouse Launch Without a Buyer Pipeline
Buxton Projects is an established Melbourne property developer. Sycamore Place is their townhouse development in Malvern East, offering 3 and 4 bedroom homes, each with two living rooms, a study, and a two-car garage.
The product had a genuine edge: a rare combination of affordability and space for Malvern East, a two-minute walk from the train station, opposite a green oval, in a secluded green pocket. Net Zero Carbon certified, 7-star NatHERS, EV chargers, and water-efficient systems gave it real sustainability credentials.
But a new off-the-plan release needs buyers fast, and the market did not yet know Sycamore Place existed. The buyer pool spans first-home buyers, upgraders, downsizers, and investors, each needing a different message. Launching straight into lead campaigns against a cold audience would have meant paying premium prices for enquiries from people who had never heard of the project.
Buxton Projects is an established Melbourne property developer. Sycamore Place is their townhouse development in Malvern East, offering 3 and 4 bedroom homes, each with two living rooms, a study, and a two-car garage.
The product had a genuine edge: a rare combination of affordability and space for Malvern East, a two-minute walk from the train station, opposite a green oval, in a secluded green pocket. Net Zero Carbon certified, 7-star NatHERS, EV chargers, and water-efficient systems gave it real sustainability credentials.
But a new off-the-plan release needs buyers fast, and the market did not yet know Sycamore Place existed. The buyer pool spans first-home buyers, upgraders, downsizers, and investors, each needing a different message. Launching straight into lead campaigns against a cold audience would have meant paying premium prices for enquiries from people who had never heard of the project.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Warm the Market First, Then Convert
Market Lead ran a focused Meta acquisition engine for Sycamore Place. We built high-intent audiences on income and location signals to reach the right buyers across first-home buyers, upgraders, downsizers and investors in Malvern East and the surrounding inner-south-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. Budget followed the audiences and creative producing the best quality enquiries, which kept the cost per lead well below typical off-the-plan benchmarks.
Market Lead ran a focused Meta acquisition engine for Sycamore Place. We built high-intent audiences on income and location signals to reach the right buyers across first-home buyers, upgraders, downsizers and investors in Malvern East and the surrounding inner-south-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. Budget followed the audiences and creative producing the best quality enquiries, which kept the cost per lead well below typical off-the-plan benchmarks.
The Key Insight
Reach the right buyers with high-intent audiences and keep testing creative. Get those two right and the cost per lead drops well below the off-the-plan property benchmark.
The Key Insight
Reach the right buyers with high-intent audiences and keep testing creative. Get those two right and the cost per lead drops well below the off-the-plan property benchmark.
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 townhouses, the location 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 townhouses, the location 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 across first-home buyers, upgraders, downsizers and investors.
• 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 across first-home buyers, upgraders, downsizers and investors.
• 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 space, sustainability and transport, the things this project does well.
Meta Ads
• Creative split-tested across static, video and carousel.
• Winning angles scaled, weaker ones cut.
• Messaging tuned to space, sustainability and transport, the things this project does well.
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 Premium Townhouse Launch with a Warm Buyer Pipeline
Buxton Projects' Sycamore Place went from launch to 329 qualified buyer enquiries at a blended ~$45 cost per lead, and as low as ~$36 on the core lead campaigns. High-intent audiences built on income and location signals reached the right buyers across first-home buyers, upgraders, downsizers and investors, retargeting kept engaged prospects warm, and continuous creative testing held the click-through rate at 3.3%, well above the Meta baseline. The result was a steady, low-cost flow of qualified enquiries for an off-the-plan townhouse release.
Buxton Projects' Sycamore Place went from launch to 329 qualified buyer enquiries at a blended ~$45 cost per lead, and as low as ~$36 on the core lead campaigns. High-intent audiences built on income and location signals reached the right buyers across first-home buyers, upgraders, downsizers and investors, retargeting kept engaged prospects warm, and continuous creative testing held the click-through rate at 3.3%, well above the Meta baseline. The result was a steady, low-cost flow of qualified enquiries for an off-the-plan townhouse release.
Ready to Build Your Buyer Pipeline?
We've helped developers like Buxton Projects launch off-the-plan projects to 329 buyer enquiries at a sub-$45 cost per lead. Let's talk about what we can build for you.
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