When Meta moved the goalposts, Mirvac's own data won the game

Meta’s privacy updates, driven by regulations like GDPR and CCPA, restricted the third-party data that made precise Lookalike Audiences possible. Prospecting accuracy dipped across the industry, and in a corridor as competitive as Greenbank, reaching genuine buyers for Everleigh got measurably harder.

We shifted the audience engine to Mirvac’s own Salesforce data: buyer demographics, behaviours and purchasing intentions, first-party and fully compliant. From that seed we built Lookalike Audiences that reflected the right prospects, then proved the approach in split tests, where the Salesforce-based audiences outperformed standard prospecting audiences on lead volume and conversion rate every time.

For a project with a sales cycle as long as Everleigh’s, first-party audiences meant evergreen campaigns that kept performing while Meta’s changes disrupted other advertisers.

Salesforce-based audiences averaged an 8.98% conversion rate on Meta, 124% above the industry benchmark, and kept delivering conversion-ready leads in one of Queensland’s most contested growth corridors.