CASE STUDY
ID Land
ID Land
Port Lane
Port Lane
546 qualified buyer leads in 5 months.
546 qualified buyer leads in 5 months.
How Market Lead launched ID Land's Port Lane townhomes from a standing start with a two-step qualifying funnel that profiled every buyer before the sales team called.
How Market Lead launched ID Land's Port Lane townhomes from a standing start with a two-step qualifying funnel that profiled every buyer before the sales team called.
Industry
Industry
Property Development (Off-the-Plan Premium Townhomes)
Property Development (Off-the-Plan Premium Townhomes)
Services
Services
Google Ads, Meta Ads, High-Converting Landing Page, Data & Attribution
Google Ads, Meta Ads, High-Converting Landing Page, Data & Attribution
Commencement
Commencement
June 2025
June 2025
Buyer Leads in 5 Months
Buyer Leads in 5 Months
546
Sales Qualified Lead Rate
Sales Qualified Lead Rate
60%
Cost Per Lead
Cost Per Lead
$35
Landing Page Conversion Rate
Landing Page Conversion Rate
7.5%
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
A premium townhome project needs qualified buyers fast, not casual browsers.
ID Land is a Melbourne property developer. Port Lane is its premium townhome project in Port Melbourne, priced from $1.1M to $1.7M and up for inner-city buyers. The fundamentals were strong, but the launch started from nothing: no paid presence, no qualifying form, and no way to tell a serious buyer from a casual click. The sales team needed pre-qualified prospects in volume, and manual referrals and broad listings could not deliver either the numbers or the depth.
ID Land is a Melbourne property developer. Port Lane is its premium townhome project in Port Melbourne, priced from $1.1M to $1.7M and up for inner-city buyers. The fundamentals were strong, but the launch started from nothing: no paid presence, no qualifying form, and no way to tell a serious buyer from a casual click. The sales team needed pre-qualified prospects in volume, and manual referrals and broad listings could not deliver either the numbers or the depth.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Profile every buyer before the sales agent picks up the phone.
Market Lead built the campaign so that qualification happened before a lead ever reached the sales team. The strategy was to capture the two signals that separate a real buyer from a browser, intent and financial readiness, at the moment of enquiry rather than on a follow-up call. That way the sales team could open every conversation already knowing who they were talking to and how ready that person was to buy.
Market Lead built the campaign so that qualification happened before a lead ever reached the sales team. The strategy was to capture the two signals that separate a real buyer from a browser, intent and financial readiness, at the moment of enquiry rather than on a follow-up call. That way the sales team could open every conversation already knowing who they were talking to and how ready that person was to buy.
The Key Insight
Capture intent and financial readiness at the form, and the sales team starts every call already knowing the buyer.
The Key Insight
Capture intent and financial readiness at the form, and the sales team starts every call already knowing the buyer.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Landing Page
• Two-step funnel on a dedicated capture domain
• Eight qualifying fields profiled each buyer
• Built to qualify, not just collect contacts
Landing Page
• Two-step funnel on a dedicated capture domain
• Eight qualifying fields profiled each buyer
• Built to qualify, not just collect contacts
Google Ads
• High-intent townhome and off-the-plan search
• Tight inner-city Melbourne geo-targeting
• Negatives cut rental and agency searches
Google Ads
• High-intent townhome and off-the-plan search
• Tight inner-city Melbourne geo-targeting
• Negatives cut rental and agency searches
Meta Ads
• Segmented campaigns by buyer type
• Distinct creative for each audience
• A/B tested headlines, imagery, and CTAs
Meta Ads
• Segmented campaigns by buyer type
• Distinct creative for each audience
• A/B tested headlines, imagery, and CTAs
Data & Attribution
• Real-time dashboard on volume and lead quality
• Tracked display-visit and finance readiness
• Every lead handed over already profiled
Data & Attribution
• Real-time dashboard on volume and lead quality
• Tracked display-visit and finance readiness
• Every lead handed over already profiled
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
A Premium Project Launched with a Full Buyer Pipeline
The launch put a full, qualified pipeline in front of the sales team from day one. Because the funnel did the sorting, every lead arrived with a buyer profile already mapped: their budget, their timeframe, whether they had spoken to a broker, and whether they wanted a display visit. The sales team spent its time on real prospects instead of chasing browsers, and ID Land could see exactly how many finance-ready buyers sat in the pipeline at any moment. For a premium project selling off the plan, that visibility turned a cold start into a predictable, forecastable launch.
The launch put a full, qualified pipeline in front of the sales team from day one. Because the funnel did the sorting, every lead arrived with a buyer profile already mapped: their budget, their timeframe, whether they had spoken to a broker, and whether they wanted a display visit. The sales team spent its time on real prospects instead of chasing browsers, and ID Land could see exactly how many finance-ready buyers sat in the pipeline at any moment. For a premium project selling off the plan, that visibility turned a cold start into a predictable, forecastable launch.
Ready to Build Your Buyer Pipeline?
Market Lead took ID Land's Port Lane launch from a standing start to a full pipeline of qualified buyers. Book a call to see what the same system could do for your development.
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