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DM Property · Sandringham

Early 3191: 1,272 buyer leads at a $36 cost per lead over 14.5 months

The challenge

A 14.5 month launch-to-sellout window is a creative testing problem disguised as a media buying problem. The risk was never month one. It was month seven and month eleven, when the original creative decays and cost per lead creeps up.

What we did

• Two-page lead page: contact details, then postcode, timeframe, bedrooms, budget and display visit intent
• Every lead delivered profiled into Blair Property Group's Salesforce CRM
• Google brand defence plus a Sandringham and bayside new-build intent layer sized for a long launch
• Four Meta campaigns with a monthly creative release cycle across image, carousel and video
• The $25K stamp duty saving angle, which landed the best cost per lead of the campaign at $21 to $25

The outcome

1,272 dashboard-attributed leads at $36 each over 14.5 months, with link click-through at roughly 2.3x the off-the-plan benchmark. Paid was wound down on schedule in August 2025 and the budget moved to DM Property's next release.

The lead page

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