Creative that does the qualifying before sales ever picks up the phone

Improve lead quality and shorten the sales cycle at the same time: attract high-intent prospects, filter out low-fit enquiries, and hand the sales team conversations that start closer to a design consultation than a cold call.

We moved away from aspirational lifestyle imagery and put the Glendale and Denver floorplans front and centre, with overlays calling out 6-bedroom layouts and specific features, enough detail for buyers to self-qualify before clicking, filtering out budget-mismatched users and feeding Meta the right signals. Frontline insight from the sales team and profiling data steered which creative to double down on; the Glendale ad went on to account for more than 60% of qualified monthly lead volume at peak.

Landing page copy and hero imagery synced directly to the top-performing creative, so a prospect’s focus on a specific home carried all the way through to form submission. By the time someone enquired, they were asking about a specific house, many for the Glendale by name.

The campaign delivers 35 sales-ready leads a month with more than 60% of leads converting on floorplans, a shorter sales cycle, and a lift in direct inbound calls from prospects who saw the ads and simply picked up the phone. The qualifying that used to fall to sales is already done before first contact.