CASE STUDY
DM Property
DM Property
Early 3191
Early 3191
The Pipeline That Refused To Fatigue.
The Pipeline That Refused To Fatigue.
Most launch campaigns get more expensive as the creative tires. Market Lead treated the creative pack as the product, shipped a fresh release on a relentless cadence, and held the cost per lead flat from launch right through to sellout.
Most launch campaigns get more expensive as the creative tires. Market Lead treated the creative pack as the product, shipped a fresh release on a relentless cadence, and held the cost per lead flat from launch right through to sellout.
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 luxury Sandringham townhome community, three and four-bedroom homes for a discerning bayside buyer. The hard part was never the first wave of leads.
It was holding cost-per-lead discipline across a long launch-to-sellout window, the kind of stretch where creative fatigues, the market shifts, and generic media buying quietly stops working.
Sustaining qualified buyer flow that long takes a system, not a set-and-forget campaign.
Early 3191 is DM Property's luxury Sandringham townhome community, three and four-bedroom homes for a discerning bayside buyer. The hard part was never the first wave of leads.
It was holding cost-per-lead discipline across a long launch-to-sellout window, the kind of stretch where creative fatigues, the market shifts, and generic media buying quietly stops working.
Sustaining qualified buyer flow that long takes a system, not a set-and-forget campaign.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Qualify every lead, and feed real buyer data back into the bidding.
Most agencies set a campaign live and let it run until it tires. Market Lead treated the creative pack as the product itself, shipping a fresh release on a steady cadence and measuring each one against a hard cost-per-lead target.
Winning lines were not retired, they were restaged across new images and seasonal hooks, so the discipline came from iterating around a known winner instead of constantly starting over.
Most agencies set a campaign live and let it run until it tires. Market Lead treated the creative pack as the product itself, shipping a fresh release on a steady cadence and measuring each one against a hard cost-per-lead target.
Winning lines were not retired, they were restaged across new images and seasonal hooks, so the discipline came from iterating around a known winner instead of constantly starting over.
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.
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 lead page profiling postcode, timeframe, bedrooms and budget
• Every enquiry profiled before it reached the sales team
• Display intent captured on each lead
Landing Page
• Multi-step lead page profiling postcode, timeframe, bedrooms and budget
• Every enquiry profiled before it reached the sales team
• Display intent captured on each lead
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
The pipeline did not just start strong, it stayed strong. Across the full launch-to-sellout window Market Lead held the cost per lead flat, even as creative cycled and the market moved, while click-through ran at more than double the off-the-plan benchmark.
Because every lead arrived pre-profiled and synced straight to the developer's CRM, the sales team worked a list of real buyers rather than a pile of names. What DM Property got was not a launch spike but a durable acquisition system that held its discipline from the first lead to the last.
The pipeline did not just start strong, it stayed strong. Across the full launch-to-sellout window Market Lead held the cost per lead flat, even as creative cycled and the market moved, while click-through ran at more than double the off-the-plan benchmark.
Because every lead arrived pre-profiled and synced straight to the developer's CRM, the sales team worked a list of real buyers rather than a pile of names. What DM Property got was not a launch spike but a durable acquisition system that held its discipline from the first lead to the last.
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.
© 2026 Market Lead Pty Ltd. All rights reserved.