CASE STUDY
DM Property - Milli 3187
DM Property - Milli 3187
Cracking the $1.7M+ Luxury Townhome Market: 197 Buyer Leads at a Held $60 CPL After Creative Pivot
Cracking the $1.7M+ Luxury Townhome Market: 197 Buyer Leads at a Held $60 CPL After Creative Pivot
How Market Lead, in partnership with Stratosphere, launched DM Property's Milli 3187 Brighton East townhome release into a luxury price band, iterated through three creative anchor messages over 6.5 months, and broke the CPL plateau via a square-format August 2025 refresh that delivered $60 to $61 cost per lead on a $1.7M+ product.
How Market Lead, in partnership with Stratosphere, launched DM Property's Milli 3187 Brighton East townhome release into a luxury price band, iterated through three creative anchor messages over 6.5 months, and broke the CPL plateau via a square-format August 2025 refresh that delivered $60 to $61 cost per lead on a $1.7M+ product.
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
Brighton East, Melbourne Bayside VIC (postcode 3187)
Brighton East, Melbourne Bayside VIC (postcode 3187)
Buyer Leads
Buyer Leads
197
Lifetime Cost Per Lead
Lifetime Cost Per Lead
$84
Click-through Rate
Click-through Rate
0.94%
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
Sell a $1.7M+ Boutique Release Into the Right 28 Buyers
DM Property is a Melbourne developer. Milli 3187 is their 28-townhome boutique release in Brighton East, designed by award-winning architect Cera Stribley, spanning Union Street, Millara Grove, and Granter Avenue. Three and four bedroom luxury homes from $1.7M, with European appliances, natural stone benchtops, and customisation options layered in to maximise the Victorian stamp duty saving available at the right stage of build.
DM Property is a Melbourne developer. Milli 3187 is their 28-townhome boutique release in Brighton East, designed by award-winning architect Cera Stribley, spanning Union Street, Millara Grove, and Granter Avenue. Three and four bedroom luxury homes from $1.7M, with European appliances, natural stone benchtops, and customisation options layered in to maximise the Victorian stamp duty saving available at the right stage of build.
The product was credible. Cera Stribley brings architectural authority to the address. The streets sit in one of Melbourne's most established luxury postcodes. The price point of $1.7M+ targets a buyer who is moving up, not entering, and the customisation + stamp duty story spoke directly to that buyer's incentive map. Display launch and digital marketing kicked off in late March 2025 with paid traffic switched on in parallel.
The product was credible. Cera Stribley brings architectural authority to the address. The streets sit in one of Melbourne's most established luxury postcodes. The price point of $1.7M+ targets a buyer who is moving up, not entering, and the customisation + stamp duty story spoke directly to that buyer's incentive map. Display launch and digital marketing kicked off in late March 2025 with paid traffic switched on in parallel.
At $1.7M+, the CPL math changes entirely. The Early 3191 engagement next door at $1.099M to $1.249M ran at a $36 CPL. Milli's entry CPL was $84 to $123 on the same creative system because the addressable buyer is smaller, the price point intimidates browsers, and Facebook's algorithm needs more aggressive creative signal to fight through ad fatigue against a higher CPM market. Holding CPL discipline against a $1.7M+ luxury product was not a media-buying problem. It was a creative problem.
At $1.7M+, the CPL math changes entirely. The Early 3191 engagement next door at $1.099M to $1.249M ran at a $36 CPL. Milli's entry CPL was $84 to $123 on the same creative system because the addressable buyer is smaller, the price point intimidates browsers, and Facebook's algorithm needs more aggressive creative signal to fight through ad fatigue against a higher CPM market. Holding CPL discipline against a $1.7M+ luxury product was not a media-buying problem. It was a creative problem.
0 paid leads at launch, $84 lifetime average CPL on the original creative pack, 0.74% link CTR on the highest-spending ad in the early months
0 paid leads at launch, $84 lifetime average CPL on the original creative pack, 0.74% link CTR on the highest-spending ad in the early months
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Landing Page
Multi-step lead page at milli3187.dmproperty.com.au. Page one captured contact details, page two profiled buyers across postcode, buyer type, 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 milli3187.dmproperty.com.au. Page one captured contact details, page two profiled buyers across postcode, buyer type, 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 across Milli 3187, Brighton East townhouse, and developer-name variants. Generic search targeting high-intent new-build keywords in inner-bayside Melbourne postcodes. Search ran lean at $1,589 over 6.5 months, with acquisition budget weighted toward Meta for faster creative testing.
Google Ads
Brand defence across Milli 3187, Brighton East townhouse, and developer-name variants. Generic search targeting high-intent new-build keywords in inner-bayside Melbourne postcodes. Search ran lean at $1,589 over 6.5 months, with acquisition budget weighted toward Meta for faster creative testing.
Meta Ads
Three-campaign architecture across prospecting, broad, and retargeting. Three creative cycles testing static, video, and square formats. Strongest single ad was the April 2025 "No Pricing" cycle carrying 38% of all leads from 35% of spend. Best CPL of $60 delivered by the August 2025 square refresh.
Meta Ads
Three-campaign architecture across prospecting, broad, and retargeting. Three creative cycles testing static, video, and square formats. Strongest single ad was the April 2025 "No Pricing" cycle carrying 38% of all leads from 35% of spend. Best CPL of $60 delivered by the August 2025 square refresh.
Data & Attribution
Enterprise reporting layer consolidating Meta, Google Ads, form profile data, and CRM stages for DM Property. Offline CRM data fed back into Meta and Google so algorithms optimised toward $1.7M+ buyers, not raw form fills. May lifecycle report logged 28 leads at $86 CPL with a 75% profile rate. The August square refresh delivered the CTR lift the report called for.
Data & Attribution
Enterprise reporting layer consolidating Meta, Google Ads, form profile data, and CRM stages for DM Property. Offline CRM data fed back into Meta and Google so algorithms optimised toward $1.7M+ buyers, not raw form fills. May lifecycle report logged 28 leads at $86 CPL with a 75% profile rate. The August square refresh delivered the CTR lift the report called for.
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
A Profile-First Engine That Held Across the Year
232 leads across 9 intermittent months at $38 CPL for $8,917 of Meta spend, with peak link CTR hitting 1.3% (above the 0.8 to 1.2% property benchmark). Profile Lead Rate climbed to 80% and held. The March launch creative pack was so dominant it ran for 9 months without a successor.
232 leads across 9 intermittent months at $38 CPL for $8,917 of Meta spend, with peak link CTR hitting 1.3% (above the 0.8 to 1.2% property benchmark). Profile Lead Rate climbed to 80% and held. The March launch creative pack was so dominant it ran for 9 months without a successor.
Launching a Boutique Apartment Release Cold?
We launched Selene Residences from zero and hit 80% Profile Lead Rate in month two at a $38 average CPL. If you are bringing a boutique apartment release to market and want the sales team picking up profiled buyers, let's talk.
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