Delivering a 29% cost per sale reduction in Melbourne's competitive land market

How we used a continuous process of optimisation across the Brompton lead generation campaign to deliver consistent improvement in their cost per sale.

Campaign overview

Operating in one of Melbourne’s most competitive growth corridors, Wolfdene was looking for a lead generation solution for its Brompton project that provided a consistent pipeline of leads and demonstrated a clear return on investment.

To succeed, the campaign needed to:

  • Generate a database of high quality leads looking for land in Cranbourne South
  • Maximise pre-qualification and efficient handover of all leads to the Brompton sales team
  • Demonstrate the return of the lead generation activity through cost per sale reporting and campaign insights

With a number of stage releases throughout the campaign period, it was critical that the lead generation solution demonstrated the key selling features of product available, highlighted a sense of project success and provided learnings on what worked—and why.

1,XXX

Leads generated

4.XX%

Social Garden lead conversion to deposit

$2,XXX

cost per sale achieved

28.1%

reduction in cost per sale (January - October 2020)

Services

“A key element of the campaign’s success was achieving an 83% completed profile rate on our leads. By doing so, the sales team were able to escalate hot leads ready to buy now and have more meaningful conversations during the sales process.”

Zoe Mulcahy, Account Manager

How we did it

Multi-channel advertising strategy:

Purpose built content

  • Utilising each channel to its strengths through this campaign, Google has delivered a high volume of high intent traffic, supported by a wider prospecting pool available through Facebook and Instagram
  • Audience segmented creative and messaging ensured a strong customer experience and increased conversion through personalisation of advertising content

Qualification of data:

Supporting the sales team

  • Lead profiling utilised through the Brompton campaign to capture additional intent, demographic and product data to support the sales strategy
  • In utilising the Social Garden call concierge team, lead data was enriched and ‘hot’ leads were easily prioritised and given visibility within the Brompton sales team
    Seamless integration of data into the Brompton CRM instantaneously supported an efficient and prompt handover to sales

Optimisation & Insights:

Data driven marketing insights

  • Ongoing optimisation model at the audience, creative and channel levels delivered efficiency in media spend
  • Monthly delivery of campaign and marketing insights to the marketing and sales teams – key messages, renders, product preferences etc.
    Live dashboard & reporting ensured transparency across lead delivery and data capture

 

OUTCOME

Exceptional results

We are thrilled to have had the opportunity to work with Brompton by supporting their database growth and enhancing overall lead quality.

1,XXX

leads generated

4.XX%

sales generated

$2,XXX

cost per sale achieved

28.1%

reduction in cost per sale
(January - October 2020)

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