CASE STUDY
DM Property - Early 3191
DM Property - Early 3191
1,272 Profiled Buyer Leads at $36 CPL Over 14.5 Months for Sandringham Townhomes
1,272 Profiled Buyer Leads at $36 CPL Over 14.5 Months for Sandringham Townhomes
How Market Lead, in partnership with Stratosphere, ran the full paid acquisition system for DM Property's Early 3191 Sandringham townhome development across 14.5 months, generating 1,272 dashboard-attributed leads at a $36 cost per lead and a 1.17% link click-through rate, with profiling baked into the form so the sales team only spoke to buyers in the right budget band.
How Market Lead, in partnership with Stratosphere, ran the full paid acquisition system for DM Property's Early 3191 Sandringham townhome development across 14.5 months, generating 1,272 dashboard-attributed leads at a $36 cost per lead and a 1.17% link click-through rate, with profiling baked into the form so the sales team only spoke to buyers in the right budget band.
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
Sandringham, Melbourne Bayside VIC
Sandringham, Melbourne Bayside VIC
Buyer Leads
Buyer Leads
1,272
Cost Per Lead
Cost Per Lead
$36
Click-through Rate
Click-through Rate
1.17%
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
Sustain Buyer Flow Across an Entire Project Lifecycle
DM Property is a Melbourne developer. Early 3191 is their luxury townhome community in Sandringham, on Melbourne's bayside, with three and four bedroom homes priced from $1.099M at launch, scaling to $1.249M as inventory absorbed. The project sits inside one of Melbourne's most coveted family postcodes, with beachside positioning, walk-to-village amenity, and an inspection-ready display by mid-2024.
DM Property is a Melbourne developer. Early 3191 is their luxury townhome community in Sandringham, on Melbourne's bayside, with three and four bedroom homes priced from $1.099M at launch, scaling to $1.249M as inventory absorbed. The project sits inside one of Melbourne's most coveted family postcodes, with beachside positioning, walk-to-village amenity, and an inspection-ready display by mid-2024.
The product had the credentials: bayside Sandringham location, premium developer track record, and a finished display ready for buyer walkthroughs by the time paid traffic switched on in June 2024. A clear inspection schedule was in place: Tuesdays 5-6pm, Thursdays 12-1pm, and Saturdays at two windows. The sales team needed a steady, qualified buyer flow to fill those slots and convert remaining inventory week after week.
The product had the credentials: bayside Sandringham location, premium developer track record, and a finished display ready for buyer walkthroughs by the time paid traffic switched on in June 2024. A clear inspection schedule was in place: Tuesdays 5-6pm, Thursdays 12-1pm, and Saturdays at two windows. The sales team needed a steady, qualified buyer flow to fill those slots and convert remaining inventory week after week.
A 14-month launch-to-sellout window is not a sprint. It is a creative testing problem disguised as a media buying problem. The risk was not the first month of leads, it was month seven and month eleven, when the original creative pack starts decaying, market conditions shift, and ad fatigue erodes CPL. The buyer was qualified at the $1.099M to $1.5M band, with strong demand for the $25,000 stamp duty saving angle once the Victorian incentive landed. What was needed was a paid acquisition system that could sustain CPL discipline across a year-plus of in-market spend.
A 14-month launch-to-sellout window is not a sprint. It is a creative testing problem disguised as a media buying problem. The risk was not the first month of leads, it was month seven and month eleven, when the original creative pack starts decaying, market conditions shift, and ad fatigue erodes CPL. The buyer was qualified at the $1.099M to $1.5M band, with strong demand for the $25,000 stamp duty saving angle once the Victorian incentive landed. What was needed was a paid acquisition system that could sustain CPL discipline across a year-plus of in-market spend.
0 paid leads (project launch), no buyer profiling pre-sales call, no display home visit attribution, no broker readiness signal at the form
0 paid leads (project launch), no buyer profiling pre-sales call, no display home visit attribution, no broker readiness signal at the form
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Landing Page
Multi-step lead page at early3191.dmproperty.com.au. Page one captured contact details, page two profiled buyers across postcode, timeframe, bedrooms, budget, and display visit intent. Every lead arrived in Blair Property Group's Salesforce CRM already profiled via a custom Zapier integration.
Landing Page
Multi-step lead page at early3191.dmproperty.com.au. Page one captured contact details, page two profiled buyers across postcode, timeframe, bedrooms, budget, and display visit intent. Every lead arrived in Blair Property Group's Salesforce CRM already profiled via a custom Zapier integration.
Google Ads
Brand defence layer protecting "Early 3191", "DM Property", and the project URL from competitor poaching across the full 14.5 month window. Generic intent layer targeting Sandringham townhouse and Melbourne bayside new-build keyword sets, sized to support a long-running launch (not a burst). Search campaigns ran alongside Meta to capture buyers who saw a Facebook ad, searched the project by name, and converted via direct search.
Google Ads
Brand defence layer protecting "Early 3191", "DM Property", and the project URL from competitor poaching across the full 14.5 month window. Generic intent layer targeting Sandringham townhouse and Melbourne bayside new-build keyword sets, sized to support a long-running launch (not a burst). Search campaigns ran alongside Meta to capture buyers who saw a Facebook ad, searched the project by name, and converted via direct search.
Meta Ads
Four-campaign architecture across prospecting, broad, retargeting, and demographic testing. Monthly creative refresh cycle testing direct response copy across image, carousel, and video formats. Strongest creative ran the "$25k stamp duty saving" angle, landing CPLs of $21 to $25.
Meta Ads
Four-campaign architecture across prospecting, broad, retargeting, and demographic testing. Monthly creative refresh cycle testing direct response copy across image, carousel, and video formats. Strongest creative ran the "$25k stamp duty saving" angle, landing CPLs of $21 to $25.
Data & Attribution
Enterprise reporting layer consolidating Meta, Google Ads, form profile data, and CRM stages into a single view for DM Property and Blair Property Group. Offline CRM data fed back into Meta and Google so algorithms optimised toward buyers in the right budget band, not raw form fills. Monthly decks, weekly lead checks, and rolling 30-day reports ran the engagement.
Data & Attribution
Enterprise reporting layer consolidating Meta, Google Ads, form profile data, and CRM stages into a single view for DM Property and Blair Property Group. Offline CRM data fed back into Meta and Google so algorithms optimised toward buyers in the right budget band, not raw form fills. Monthly decks, weekly lead checks, and rolling 30-day reports ran the engagement.
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
A Sustained Buyer Pipeline Across the Full Launch-to-Sellout Window
Over 14.5 months in market, the Early 3191 campaign delivered 1,272 dashboard-attributed leads at a $36 cost per lead, with a 1.17% link CTR that ran at roughly 2.3x the off-the-plan property benchmark. The campaign tested 52 creative variants across four campaign types, with monthly releases tagged and measured. The $25k stamp duty refresh in October 2024 produced the campaign's best-CPL cohort at $21 to $25. By August 2025, with inventory absorbed and the project moving into its display-driven phase, paid was wound down on schedule and Milli 3187 (DM Property's next Brighton East release) took over the budget.
In off-the-plan property, time in market is the multiplier. The campaigns that hold CPL across a 14-month launch are the ones that retire creative on schedule.
Over 14.5 months in market, the Early 3191 campaign delivered 1,272 dashboard-attributed leads at a $36 cost per lead, with a 1.17% link CTR that ran at roughly 2.3x the off-the-plan property benchmark. The campaign tested 52 creative variants across four campaign types, with monthly releases tagged and measured. The $25k stamp duty refresh in October 2024 produced the campaign's best-CPL cohort at $21 to $25. By August 2025, with inventory absorbed and the project moving into its display-driven phase, paid was wound down on schedule and Milli 3187 (DM Property's next Brighton East release) took over the budget.
In off-the-plan property, time in market is the multiplier. The campaigns that hold CPL across a 14-month launch are the ones that retire creative on schedule.
Ready to Run a Year-Long Launch That Holds Its CPL?
We've helped developers like DM Property hold CPL discipline across a full 14.5 month off-the-plan launch, with monthly creative testing baked into the engagement. If you're selling premium townhomes or apartments into a multi-stage release window and need a paid system that compounds over time, let's talk.
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