CASE STUDY
DM Property
DM Property
Early 3191
Early 3191
1,272 profiled buyer leads across the whole project lifecycle.
1,272 profiled buyer leads across the whole project lifecycle.
How Market Lead kept qualified buyer flow steady for DM Property's Early 3191 Sandringham townhomes from launch to handover, through disciplined creative testing, a multi-step qualifying funnel, and offline-profiled attribution.
How Market Lead kept qualified buyer flow steady for DM Property's Early 3191 Sandringham townhomes from launch to handover, through disciplined creative testing, a multi-step qualifying funnel, and offline-profiled attribution.
Industry
Industry
Property Development (Off-the-Plan Luxury Townhomes)
Property Development (Off-the-Plan Luxury Townhomes)
Services
Services
Google Ads, Meta Ads, High-Converting Landing Page, Offline Conversions with Profile Data, Enterprise Reporting
Google Ads, Meta Ads, High-Converting Landing Page, Offline Conversions with Profile Data, Enterprise Reporting
Markets
Markets
Sandringham, Melbourne Bayside VIC
Sandringham, Melbourne Bayside VIC
Buyer Leads
Buyer Leads
1,272
Cost Per Lead
Cost Per Lead
$36
Click-through Rate
Click-through Rate
1.17%
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
A long campaign has to beat ad fatigue, not just a launch window.
Early 3191 is DM Property's off-the-plan luxury townhome project in Sandringham, on Melbourne's bayside. The hard part of a project like this is not the launch, it is everything after it. Qualified buyer enquiries have to keep arriving at a disciplined cost across the entire sell-down, not just the opening months, which means countering the creative fatigue and rising costs that set in from around month seven once the early demand is spent.
Early 3191 is DM Property's off-the-plan luxury townhome project in Sandringham, on Melbourne's bayside. The hard part of a project like this is not the launch, it is everything after it. Qualified buyer enquiries have to keep arriving at a disciplined cost across the entire sell-down, not just the opening months, which means countering the creative fatigue and rising costs that set in from around month seven once the early demand is spent.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Qualify every lead, and feed real buyer data back into the bidding.
The strategy was built for endurance, not a fast start. Market Lead profiled every lead at the form so the sales team only ever worked real buyers, then fed offline CRM outcomes back into the ad platforms so bidding optimised toward the people who actually qualified rather than the cheapest form fills. A constant creative testing cycle kept the ads fresh so performance never decayed as the campaign aged.
The strategy was built for endurance, not a fast start. Market Lead profiled every lead at the form so the sales team only ever worked real buyers, then fed offline CRM outcomes back into the ad platforms so bidding optimised toward the people who actually qualified rather than the cheapest form fills. A constant creative testing cycle kept the ads fresh so performance never decayed as the campaign aged.
The Key Insight
The launch is the easy part. Sustaining qualified buyer flow for the whole sell-down is what gets a project to handover.
The Key Insight
The launch is the easy part. Sustaining qualified buyer flow for the whole sell-down is what gets a project to handover.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Landing Page
• Multi-step funnel on a dedicated capture domain
• Page two profiled postcode, timeframe, bedrooms, budget, and display intent
• Every lead synced to the developer's Salesforce CRM, already profiled
Landing Page
• Multi-step funnel on a dedicated capture domain
• Page two profiled postcode, timeframe, bedrooms, budget, and display intent
• Every lead synced to the developer's Salesforce CRM, already profiled
Google Ads
• Brand defence on the project name and URL
• Generic intent on Sandringham townhouse and bayside searches
• Search run alongside Meta to catch post-social conversions
Google Ads
• Brand defence on the project name and URL
• Generic intent on Sandringham townhouse and bayside searches
• Search run alongside Meta to catch post-social conversions
Meta Ads
• Four-campaign structure: prospecting, broad, retargeting, demographic testing
• Monthly creative refresh, 52 variants across image, carousel, and video
• The stamp duty saving angle drove the strongest creative
Meta Ads
• Four-campaign structure: prospecting, broad, retargeting, demographic testing
• Monthly creative refresh, 52 variants across image, carousel, and video
• The stamp duty saving angle drove the strongest creative
Data & Attribution
• Enterprise reporting across Meta, Google, form, and CRM stages
• Offline buyer data fed back to optimise toward qualified leads
• Monthly decks, weekly lead checks, rolling reports
Data & Attribution
• Enterprise reporting across Meta, Google, form, and CRM stages
• Offline buyer data fed back to optimise toward qualified leads
• Monthly decks, weekly lead checks, rolling reports
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
A Sustained Buyer Pipeline Across the Full Launch-to-Sellout Window
Across the full sell-down, Early 3191 kept qualified buyer enquiries flowing at a disciplined cost from launch right through to handover, not just at the start. The click-through rate ran well above the off-the-plan property benchmark the whole way, the constant creative testing held fatigue at bay, and offline-profiled attribution meant the budget always chased real buyers rather than cheap leads. The strongest stretch came during a stamp duty saving refresh, which produced the campaign's best cost-per-lead cohort. By the time inventory was absorbed and the project moved into its display-driven phase, paid was wound down on schedule and the budget handed to DM Property's next bayside release.
Across the full sell-down, Early 3191 kept qualified buyer enquiries flowing at a disciplined cost from launch right through to handover, not just at the start. The click-through rate ran well above the off-the-plan property benchmark the whole way, the constant creative testing held fatigue at bay, and offline-profiled attribution meant the budget always chased real buyers rather than cheap leads. The strongest stretch came during a stamp duty saving refresh, which produced the campaign's best cost-per-lead cohort. By the time inventory was absorbed and the project moved into its display-driven phase, paid was wound down on schedule and the budget handed to DM Property's next bayside release.
Selling a project over many months?
Market Lead kept Early 3191's pipeline full from launch to handover. Book a call to see how the same system could carry your development through its whole sell-down.
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