CASE STUDY
Luks Investments
Luks Investments
The Cullinan
The Cullinan
758 off-the-plan buyer leads at $10 each.
758 off-the-plan buyer leads at $10 each.
How Market Lead filled the sales pipeline for an 18-level Adelaide CBD tower with a qualifying funnel, lean creative testing, and real-time CRM sync.
How Market Lead filled the sales pipeline for an 18-level Adelaide CBD tower with a qualifying funnel, lean creative testing, and real-time CRM sync.
Industry
Industry
Property Development (Apartments, off-the-plan)
Property Development (Apartments, off-the-plan)
Services
Services
Google Ads, Meta Ads, Multi-Step Landing Page, Lead-to-CRM Sync, Enterprise Reporting
Google Ads, Meta Ads, Multi-Step Landing Page, Lead-to-CRM Sync, Enterprise Reporting
Commencement
Commencement
February 2025
February 2025
Buyer Leads
Buyer Leads
758
Average Cost Per Lead
Average Cost Per Lead
$10.28
Conversion Rate
Conversion Rate
7.42%
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
An off-the-plan tower has to fill its pipeline from a fixed pool of qualified buyers.
The Cullinan is an 18-level off-the-plan tower in the Adelaide CBD, with apartments selling from $1.363M. It had to reach four distinct buyer types at once: owner occupiers, downsizers, investors, and first-home buyers. There was no existing paid presence and no buyer profiling to build on. Luks Investments needed a steady flow of genuine buyer enquiries, not raw clicks, with every lead handed straight to the sales team.
The Cullinan is an 18-level off-the-plan tower in the Adelaide CBD, with apartments selling from $1.363M. It had to reach four distinct buyer types at once: owner occupiers, downsizers, investors, and first-home buyers. There was no existing paid presence and no buyer profiling to build on. Luks Investments needed a steady flow of genuine buyer enquiries, not raw clicks, with every lead handed straight to the sales team.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Treat a lead as someone who fits the building, not anyone who clicks.
Market Lead built the campaign around lead quality rather than lead volume. The strategy was to make the funnel do the filtering: profile each buyer before the enquiry counted, so the sales team only spent time on people who matched the building and its price point. Spend would follow proven creative rather than spread thin across untested ideas, keeping the cost of a qualified lead low as the pipeline scaled.
Market Lead built the campaign around lead quality rather than lead volume. The strategy was to make the funnel do the filtering: profile each buyer before the enquiry counted, so the sales team only spent time on people who matched the building and its price point. Spend would follow proven creative rather than spread thin across untested ideas, keeping the cost of a qualified lead low as the pipeline scaled.
The Key Insight
When the buyer pool is small and the price is high, qualifying before you count beats chasing the cheapest click.
The Key Insight
When the buyer pool is small and the price is high, qualifying before you count beats chasing the cheapest click.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Landing Page
• Multi-step funnel that profiled buyers before they enquired
• Built to qualify, not just capture
• Hosted on a dedicated launch domain
Landing Page
• Multi-step funnel that profiled buyers before they enquired
• Built to qualify, not just capture
• Hosted on a dedicated launch domain
Google Ads
• 22 creative variants tested on a lean budget
• Three campaigns mapped to the buyer types
• Spend concentrated on the winning concepts
Google Ads
• 22 creative variants tested on a lean budget
• Three campaigns mapped to the buyer types
• Spend concentrated on the winning concepts
Meta Ads
• Brand defence on the development name
• Geo-targeted Adelaide CBD apartment-intent search
• Routed demand into the same qualifying funnel
Meta Ads
• Brand defence on the development name
• Geo-targeted Adelaide CBD apartment-intent search
• Routed demand into the same qualifying funnel
Data & Attribution
• Every lead synced to the CRM in real time
• 76% profile-lead rate held throughout
• Monthly reporting on cost and lead quality
Data & Attribution
• Every lead synced to the CRM in real time
• 76% profile-lead rate held throughout
• Monthly reporting on cost and lead quality
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
100+ Leads a Month, Six Months Straight, on Launch Creative
The launch worked because the funnel did the sorting. Instead of buying cheap clicks, Market Lead bought qualified enquiries, so the sales team received a steady stream of buyers who actually fit the building. The flow held month after month rather than spiking once and fading, which is exactly what an off-the-plan project needs to sell through to completion. Because spend followed proven creative, the cost of each lead stayed low even as volume grew, and Luks Investments could forecast pipeline with confidence instead of hoping the next campaign landed.
The launch worked because the funnel did the sorting. Instead of buying cheap clicks, Market Lead bought qualified enquiries, so the sales team received a steady stream of buyers who actually fit the building. The flow held month after month rather than spiking once and fading, which is exactly what an off-the-plan project needs to sell through to completion. Because spend followed proven creative, the cost of each lead stayed low even as volume grew, and Luks Investments could forecast pipeline with confidence instead of hoping the next campaign landed.
Launching an Apartment Tower?
Market Lead filled an entire off-the-plan tower's sales pipeline from a standing start. Book a call to see what the same funnel could do for your launch.
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