Selling luxury in Queenstown, two hours at a time

Two problems stood out. Audience quality: the luxury nature of the property meant many generated leads simply weren’t suitable buyers. And lead response time: Safari Group’s sales agents were taking 24 hours to contact new leads, long enough for a high-intent prospect to cool off. The mission became 33 leads per month, every one of them called within 2 hours of enquiring.

Meta carried the reach, with prospecting and retargeting audiences building a solid pool and growing the campaign’s visibility over time, while Google Responsive Ads captured high-intent prospects actively searching for luxury property in Queenstown, with branded-keyword conversions revealing the strength of the project’s brand presence.

Creative ran static, carousel and video ads built on the project’s key selling points, with ‘Construction Commencing’ messaging up front to create urgency and build trust. Video proved the strongest converter, telling a story the market could resonate with. And on the conversion side, our call centre contacted every lead within 2 hours of generation, reaching buyers while they were still in the enquiring mindset.

Campaign performance exceeded expectations for an extremely niche product: a 2.32% click-through rate, 3.06% conversion rate and 62.35% profiling rate, and a sale generated, proof that audience quality and rapid response beat raw volume in the luxury market.