High-intent leads for a luxury builder in a rising-cost market

Marque Homes: Meta retargeting leads up 280% year on year

Luxury builders Marque Homes needed to stand out in Metro Melbourne's competitive FY23 market, with limited brand recognition, a small retargeting pool and rising advertising costs. The Garden's brief was crystal clear: maximise high-intent leads for the best possible return.

Client: Marque Homes
Industry: Property
Solutions: Media & Performance
Region: Australia

Increase in Meta retargeting leads year on year

280%

Increase in branded search leads year on year

67%

Leads generated in FY23

677

Call centre conversion rate

39%

The challenge

Limited brand recognition, a small retargeting pool and low branded search activity, against fierce competition and tumultuous market conditions driving ad costs up. Every dollar had to land on the most high-intent leads, and lead quality had to hold while the pipeline grew.

Our solution

LeadTech ran the full funnel: brand awareness campaigns across YouTube, GDN and Discovery feeding high-intent branded search and website retargeting down the track, with tightly targeted lead generation on Google Search and Meta capturing the demand as it built. Every lead flowed to a secondary profiling page, 65% completing it, giving Marque richer data and us sharper campaigns.

LeadConvert closed the loop: our call centre connecting with every lead within 2 hours of submission, gathering needs, hesitations and missing data points in relaxed conversations that armed Marque’s sales team with tailored notes. Refinement never stopped: over 52 audience tests, 30 Meta ads, 84 high-intent keywords and 12 YouTube/GDN ads, a fresh lead capture page with a build zone map, trust-building fixed-price contract messaging proven in split tests, and appointment pages integrated with the sales calendar so our agents booked appointments directly.

The results

Branded search leads rose 67% and Meta retargeting leads 280% year on year, with 677 leads generated in FY23 at a 65% profiling rate and a 39% call centre conversion rate: the brand awareness investment of year one compounding into year two’s high-intent growth.

From the team

It's been incredibly fulfilling to be part of a collaborative effort working with Marque, continuously testing, learning, and improving our strategies for lead generation. Witnessing the positive impact of our optimisations, and the progress we've made in the second year of running the campaign has been truly rewarding.