CASE STUDY
Neometro
Neometro
49 Walsh
49 Walsh
Selling Melbourne's Most Exclusive Residences: A Precision Acquisition Engine for 49 Walsh Street
Selling Melbourne's Most Exclusive Residences: A Precision Acquisition Engine for 49 Walsh Street
How Market Lead launched Neometro's 49 Walsh Street, an ultra-luxury collection of just 10 residences in South Yarra's Domain Precinct priced from $4.2M to a $19.9M penthouse.
How Market Lead launched Neometro's 49 Walsh Street, an ultra-luxury collection of just 10 residences in South Yarra's Domain Precinct priced from $4.2M to a $19.9M penthouse.
Industry
Industry
Property Development (Ultra-Luxury Off-the-Plan Residences)
Property Development (Ultra-Luxury Off-the-Plan Residences)
Services
Services
Google Ads, Meta Ads, High-Converting Landing Page, Data & Attribution
Google Ads, Meta Ads, High-Converting Landing Page, Data & Attribution
Markets
Markets
Melbourne Metro (South Yarra, Domain Precinct) + International HNW (Dubai)
Melbourne Metro (South Yarra, Domain Precinct) + International HNW (Dubai)
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
The Smallest, Highest-Value Buyer Pool in Melbourne
Neometro is one of Melbourne's most respected developers. 49 Walsh Street is their ultra-luxury collection of just 10 residences in South Yarra's prestigious Domain Precinct, adjacent the Royal Botanic Gardens, the Tan, and the Yarra River, and minutes from the CBD.
Italian architecture by MORQ, with Miele, Wolf and Liebherr finishes throughout.The product had the credentials: an irreplaceable location, a world-class architectural pedigree, and four tiers running from Garden Residences (2 bed) at $4.2M to a $19.9M Penthouse.
This was the most exclusive release Neometro had brought to market.But the most exclusive product in Melbourne has the smallest possible buyer pool. You cannot mass-market a $19.9M penthouse. The challenge was reaching a tiny set of high-net-worth individuals, locally and offshore, who are genuinely in the market for enduring architectural luxury, and qualifying them without burning spend on volume that would never transact at this price point.
Neometro is one of Melbourne's most respected developers. 49 Walsh Street is their ultra-luxury collection of just 10 residences in South Yarra's prestigious Domain Precinct, adjacent the Royal Botanic Gardens, the Tan, and the Yarra River, and minutes from the CBD.
Italian architecture by MORQ, with Miele, Wolf and Liebherr finishes throughout.The product had the credentials: an irreplaceable location, a world-class architectural pedigree, and four tiers running from Garden Residences (2 bed) at $4.2M to a $19.9M Penthouse.
This was the most exclusive release Neometro had brought to market.But the most exclusive product in Melbourne has the smallest possible buyer pool. You cannot mass-market a $19.9M penthouse. The challenge was reaching a tiny set of high-net-worth individuals, locally and offshore, who are genuinely in the market for enduring architectural luxury, and qualifying them without burning spend on volume that would never transact at this price point.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Precision Over Volume at the Very Top of the Market
Market Lead ran a dual-channel acquisition engine across Google and Meta. With only ten residences priced from $4.2M to $19.9M, the buyer pool is tiny, so the work was precision, not volume. Google captured the highest-intent searches for the project. Meta reached high-intent, high-net-worth audiences both locally and internationally, then retargeted the people who engaged. Creative was split-tested across static, video and carousel, leaning into the architectural story, and budget followed the audiences producing genuinely qualified enquiries.
Market Lead ran a dual-channel acquisition engine across Google and Meta. With only ten residences priced from $4.2M to $19.9M, the buyer pool is tiny, so the work was precision, not volume. Google captured the highest-intent searches for the project. Meta reached high-intent, high-net-worth audiences both locally and internationally, then retargeted the people who engaged. Creative was split-tested across static, video and carousel, leaning into the architectural story, and budget followed the audiences producing genuinely qualified enquiries.
The Key Insight
At the ultra-luxury top of the market, precision beats volume. Narrow income, location and high-net-worth targeting plus the highest-intent search delivers a small number of extremely valuable enquiries at a cost that is trivial against a multi-million-dollar sale.
The Key Insight
At the ultra-luxury top of the market, precision beats volume. Narrow income, location and high-net-worth targeting plus the highest-intent search delivers a small number of extremely valuable enquiries at a cost that is trivial against a multi-million-dollar sale.
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 enquiries.
• Clear messaging on the project, 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 enquiries.
• Clear messaging on the project, the location and the lifestyle, with a simple enquiry form.
• Mobile-first for buyers arriving from social.
Google Ads
• High-intent audiences built on location, lifestyle and design-interest signals to reach design-conscious buyers.
• Full funnel from prospecting through to retargeting of engaged visitors.
• Creative split-tested across static, video and carousel, leading with the architecture.
Google Ads
• High-intent audiences built on location, lifestyle and design-interest signals to reach design-conscious buyers.
• Full funnel from prospecting through to retargeting of engaged visitors.
• Creative split-tested across static, video and carousel, leading with the architecture.
Meta Ads
• High-intent, high-net-worth audiences built on income, location and lifestyle signals, both locally and internationally.
• Full funnel from prospecting through to retargeting of engaged visitors.
• Creative split-tested across static, video and carousel, leaning into the architecture.
Meta Ads
• High-intent, high-net-worth audiences built on income, location and lifestyle signals, both locally and internationally.
• Full funnel from prospecting through to retargeting of engaged visitors.
• Creative split-tested across static, video and carousel, leaning into the architecture.
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
Melbourne's Most Exclusive Release, Launched with a Precision Engine
Neometro's 49 Walsh Street went to market with a dual-channel acquisition engine built for the very top of the property market. ~$19,000 across Google and Meta delivered ~939,000 impressions and ~16,000 clicks, with ~52 Google conversions recovered from the data feed and enquiries running at ~$63 per lead against a 7.5% landing page conversion rate. A dedicated international high-net-worth layer reached offshore buyers in Dubai alongside the local Melbourne campaigns, and high-intent 'Walsh Street Keywords' captured the most serious searches on Google. For a collection of just 10 residences priced from $4.2M to $19.9M, the engine proved that precision targeting at the ultra-luxury top of the market delivers a small number of extremely valuable enquiries at a cost that is trivial against a single multi-million-dollar sale.
Neometro's 49 Walsh Street went to market with a dual-channel acquisition engine built for the very top of the property market. ~$19,000 across Google and Meta delivered ~939,000 impressions and ~16,000 clicks, with ~52 Google conversions recovered from the data feed and enquiries running at ~$63 per lead against a 7.5% landing page conversion rate. A dedicated international high-net-worth layer reached offshore buyers in Dubai alongside the local Melbourne campaigns, and high-intent 'Walsh Street Keywords' captured the most serious searches on Google. For a collection of just 10 residences priced from $4.2M to $19.9M, the engine proved that precision targeting at the ultra-luxury top of the market delivers a small number of extremely valuable enquiries at a cost that is trivial against a single multi-million-dollar sale.
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