Port Lane: 546 buyer leads in 5 months at about $35 each

546Buyer leads in 5 months

60%Sales qualified rate

7.5%Landing page conversion

DeveloperID Land

LocationPort Melbourne

ProductPremium townhomes

PriceFrom $1.1M

ChannelsGoogle + Meta

The challenge

Port Lane launched with no paid leads, no qualifying form, no display visit tracking and no view of broker or bank readiness. Every lead needed a discovery call just to find out who it was.

What we did

A dedicated lead domain, separate from the main site, built for paid traffic
Two-step funnel capturing eight buyer readiness signals including buyer type, timeframe, budget band and broker status
Google campaigns on Port Melbourne townhome, off-the-plan and new development searches, with rental and property management searches excluded
Meta creative built for each buyer segment: first home buyers, mortgage intent, luxury and broad local

The outcome

546 leads in 5 months at about $35 per lead. 60% profiled themselves as sales qualified, 84 confirmed they had spoken to a broker or bank, and 74 confirmed or considered a display visit. The page converted 7.5% of visitors.