A landmark cost per sale for over-50s living

The brief set three bars: reach over-50s prospects who engage heavily on social media but are underserved by property advertising, identify what actually drives enquiry across multiple build regions, and set a cost per sale benchmark for the sector. COVID-19 then added a fourth: respond fast to swings in market sentiment and buyer behaviour.

We built differentiated conversion strategies by brand engagement, with specific ad sets and landing pages for prospecting, high-intent prospecting and retargeting audiences, landing page variants split by channel, and community- and corridor-specific campaigns feeding insight back at regional level.

Profiling pages captured product preferences, budget, lifestage and timeframe to purchase, feeding both Lifestyle Communities’ future planning and its concierge team’s call prioritisation. With 17 campaigns running, multivariate and A/B testing accelerated learnings, while bi-directional CRM integration established last-touch cost-per-sale attribution by corridor, community, channel and audience.

The campaign generated 5,891 leads and cut the cost per sale 44.6% between April and October 2020, continually reducing cost per lead and per sale by targeting audiences on their propensity to purchase.