CASE STUDY
DM Property
DM Property
Milli 3187
Milli 3187
197 buyer leads at a held $60 cost per lead.
197 buyer leads at a held $60 cost per lead.
How Market Lead, in partnership with Stratosphere, launched DM Property's Milli 3187 townhomes into the $1.7M-plus luxury band and broke the cost-per-lead plateau through three creative cycles.
How Market Lead, in partnership with Stratosphere, launched DM Property's Milli 3187 townhomes into the $1.7M-plus luxury band and broke the cost-per-lead plateau through three creative cycles.
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
Brighton East, Melbourne Bayside VIC (postcode 3187)
Brighton East, Melbourne Bayside VIC (postcode 3187)
Buyer Leads
Buyer Leads
197
Lifetime Cost Per Lead
Lifetime Cost Per Lead
$84
Click-through Rate
Click-through Rate
0.94%
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
A 28-home boutique release that needed the right 28 buyers, not volume.
At a $1.7M-plus price point the addressable buyer pool is small, the price itself creates friction, and a higher-CPM market demands sharper creative to cut through. The original creative launched with zero paid leads and a cost per lead bouncing between $84 and $123. Holding cost-per-lead discipline against a luxury townhome was never going to be a media-buying problem. It was a creative one.
At a $1.7M-plus price point the addressable buyer pool is small, the price itself creates friction, and a higher-CPM market demands sharper creative to cut through. The original creative launched with zero paid leads and a cost per lead bouncing between $84 and $123. Holding cost-per-lead discipline against a luxury townhome was never going to be a media-buying problem. It was a creative one.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Iterate the message until the cost per lead breaks, then hold it.
Market Lead weighted budget toward Meta for faster creative testing and ran a disciplined cycle of anchor messages, reading each one against cost per lead and lead quality rather than clicks. Every profiled lead flowed straight into Salesforce, and offline CRM outcomes were fed back to the platforms so optimisation chased genuine $1.7M-plus buyers, not the cheapest possible form fill.
Market Lead weighted budget toward Meta for faster creative testing and ran a disciplined cycle of anchor messages, reading each one against cost per lead and lead quality rather than clicks. Every profiled lead flowed straight into Salesforce, and offline CRM outcomes were fed back to the platforms so optimisation chased genuine $1.7M-plus buyers, not the cheapest possible form fill.
The Key Insight
At a $1.7M-plus price point, holding cost per lead is not a media-buying problem. It's a creative problem.
The Key Insight
At a $1.7M-plus price point, holding cost per lead is not a media-buying problem. It's a creative problem.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Landing Page
• Multi-step lead page
• Page one captured contact, page two profiled the buyer
• Profiled on postcode, type, timeframe, bedrooms, budget, visit intent
• Custom Zapier integration straight into Salesforce
Landing Page
• Multi-step lead page
• Page one captured contact, page two profiled the buyer
• Profiled on postcode, type, timeframe, bedrooms, budget, visit intent
• Custom Zapier integration straight into Salesforce
Google Ads
• Brand and generic search for Milli 3187 and Brighton East terms
• Developer-name variant coverage
• Lean spend, weighted toward Meta for faster testing
Google Ads
• Brand and generic search for Milli 3187 and Brighton East terms
• Developer-name variant coverage
• Lean spend, weighted toward Meta for faster testing
Meta Ads
• Three-campaign architecture: prospecting, broad, retargeting
• Three creative cycles: static, video, and square formats
• April "No Pricing" cycle carried 38% of leads from 35% of spend
• August square refresh broke the CPL plateau
Meta Ads
• Three-campaign architecture: prospecting, broad, retargeting
• Three creative cycles: static, video, and square formats
• April "No Pricing" cycle carried 38% of leads from 35% of spend
• August square refresh broke the CPL plateau
Data & Attribution
• Enterprise reporting across Meta, Google, form data, and CRM stages
• Offline CRM outcomes fed back to the algorithms
• Optimised toward $1.7M+ buyers, not raw form fills
Data & Attribution
• Enterprise reporting across Meta, Google, form data, and CRM stages
• Offline CRM outcomes fed back to the algorithms
• Optimised toward $1.7M+ buyers, not raw form fills
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
A Profile-First Engine That Held Across the Year
The breakthrough came from the message, not the media. Three creative cycles in, the August 2025 square refresh broke a stubborn cost-per-lead plateau and held it on a $1.7M-plus product, something most campaigns never manage in a luxury band. Click-through nearly doubled from its 0.74% launch level to a peak above the property benchmark, and lead quality rose alongside volume rather than falling away as spend scaled. By the end the sales team was working a list of genuinely qualified luxury buyers, and the launch creative pack proved so dominant it ran for months without a
The breakthrough came from the message, not the media. Three creative cycles in, the August 2025 square refresh broke a stubborn cost-per-lead plateau and held it on a $1.7M-plus product, something most campaigns never manage in a luxury band. Click-through nearly doubled from its 0.74% launch level to a peak above the property benchmark, and lead quality rose alongside volume rather than falling away as spend scaled. By the end the sales team was working a list of genuinely qualified luxury buyers, and the launch creative pack proved so dominant it ran for months without a
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