CASE STUDY
Neometro
Neometro
97 Alma
97 Alma
Launching Neometro's 97 Alma Road With a Dual-Channel Buyer Acquisition Engine
Launching Neometro's 97 Alma Road With a Dual-Channel Buyer Acquisition Engine
How Market Lead launched Neometro's 97 Alma Road in St Kilda East with a dual-channel Google and Meta engine.
How Market Lead launched Neometro's 97 Alma Road in St Kilda East with a dual-channel Google and Meta engine.
Industry
Industry
Property Development (Off-the-Plan Design-Led Apartments and Townhouses)
Property Development (Off-the-Plan Design-Led Apartments and Townhouses)
Services
Services
Google Ads, Meta Ads, Registration Landing Experience, Data & Attribution
Google Ads, Meta Ads, Registration Landing Experience, Data & Attribution
Markets
Markets
Melbourne Metro (St Kilda East)
Melbourne Metro (St Kilda East)
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
The Smallest, Highest-Value Buyer Pool in Melbourne
Neometro is a design-led Melbourne developer. 97 Alma Road is their St Kilda East release of 41 apartments and 21 two-to-three storey townhouses, set in a lush garden beside a cherished green space, with architecture by Kerstin Thompson Architects and landscape by Myles Baldwin Design.
The product had the credentials: a sought-after St Kilda East address near Carlisle, Chapel and Acland streets and St Kilda Beach, genuine sustainability design (solar, rainwater harvesting, passive solar design, cross-flow ventilation, no south-facing apartments), and a price range from $649k apartments to $1.79m+ townhouses that opened the project to the widest buyer pool.
But a new release needs registrations fast, and the breadth of the audience was the challenge as much as the opportunity. Design-conscious owner-occupiers, downsizers and investors sit across very different intent and price brackets. Manual referrals and broad listings alone could not deliver the volume or the channel mix needed to capture both high-intent searchers and design-led demand at the top of the funnel.
Neometro is a design-led Melbourne developer. 97 Alma Road is their St Kilda East release of 41 apartments and 21 two-to-three storey townhouses, set in a lush garden beside a cherished green space, with architecture by Kerstin Thompson Architects and landscape by Myles Baldwin Design.
The product had the credentials: a sought-after St Kilda East address near Carlisle, Chapel and Acland streets and St Kilda Beach, genuine sustainability design (solar, rainwater harvesting, passive solar design, cross-flow ventilation, no south-facing apartments), and a price range from $649k apartments to $1.79m+ townhouses that opened the project to the widest buyer pool.
But a new release needs registrations fast, and the breadth of the audience was the challenge as much as the opportunity. Design-conscious owner-occupiers, downsizers and investors sit across very different intent and price brackets. Manual referrals and broad listings alone could not deliver the volume or the channel mix needed to capture both high-intent searchers and design-led demand at the top of the funnel.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Capture High Intent on Google, Build Demand on Meta
Market Lead ran a dual-channel acquisition engine across Google and Meta. Google captured buyers actively searching for the project and comparable developments in the area. Meta reached high-intent audiences built on income, location and lifestyle signals, then retargeted the people who engaged. With the broadest price range of the three releases, from $649k apartments to $1.79m-plus townhouses, the audience was wide, and budget followed the channels and audiences producing the best quality enquiries.
Market Lead ran a dual-channel acquisition engine across Google and Meta. Google captured buyers actively searching for the project and comparable developments in the area. Meta reached high-intent audiences built on income, location and lifestyle signals, then retargeted the people who engaged. With the broadest price range of the three releases, from $649k apartments to $1.79m-plus townhouses, the audience was wide, and budget followed the channels and audiences producing the best quality enquiries.
The Key Insight
Pairing high-intent Google search with high-intent Meta audiences lets the two channels compound. Google captures the buyers already looking, Meta builds demand among those who fit the buyer profile.
The Key Insight
Pairing high-intent Google search with high-intent Meta audiences lets the two channels compound. Google captures the buyers already looking, Meta builds demand among those who fit the buyer profile.
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 search campaigns capturing buyers actively looking for the project and comparable developments.
• Tight location targeting around the suburb and surrounding catchment.
• Negative keywords to filter out renters and low-intent searches.
Google Ads
• High-intent search campaigns capturing buyers actively looking for the project and comparable developments.
• Tight location targeting around the suburb and surrounding catchment.
• Negative keywords to filter out renters and low-intent searches.
Meta Ads
• High-intent audiences built on income, location and lifestyle signals to reach genuine buyers.
• Full funnel from prospecting through to retargeting of engaged visitors.
• Creative split-tested across static, video and carousel.
Meta Ads
• High-intent audiences built on income, location and lifestyle signals to reach genuine buyers.
• Full funnel from prospecting through to retargeting of engaged visitors.
• Creative split-tested across static, video and carousel.
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
The Most Efficient Release of the Neometro Portfolio
97 Alma Road launched with a dual-channel Google and Meta engine that delivered a ~$48 cost per lead at a ~10% landing page conversion rate against the 2-5% generic benchmark. ~$17,300 of spend across Meta and Google drove ~1.5M impressions and ~37,000 clicks into a single registration experience. Because the release carried the broadest price range of the three Neometro projects, from $649k apartments to $1.79m+ townhouses, it reached the widest qualified buyer pool and returned the most efficient cost per lead of the portfolio. Google captured the high-intent searcher and Meta built the demand around them, so the two channels compounded into one launch engine.
97 Alma Road launched with a dual-channel Google and Meta engine that delivered a ~$48 cost per lead at a ~10% landing page conversion rate against the 2-5% generic benchmark. ~$17,300 of spend across Meta and Google drove ~1.5M impressions and ~37,000 clicks into a single registration experience. Because the release carried the broadest price range of the three Neometro projects, from $649k apartments to $1.79m+ townhouses, it reached the widest qualified buyer pool and returned the most efficient cost per lead of the portfolio. Google captured the high-intent searcher and Meta built the demand around them, so the two channels compounded into one launch engine.
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