What’s really driving quality property leads right now

Hi there,

Each month we’re on the dials, analysing thousands of property leads across off-market, EOI and on-market campaigns. Not just volume, but the quality of those leads. Who they are, how serious they are, and whether they actually convert.

Here’s what the data is telling us right now.

Across active projects, we’re seeing a widening gap between *lead volume* and lead quality.

• Some campaigns are generating plenty of enquiries across all channels, but very few progress to inspections or contracts.
• Others are producing fewer leads, but a far higher proportion of “ready to move” buyers.

On average;

• 30% of leads are non-contactable
• 30% are not interested
• 25% are interested and need further nurturing
• 10% of leads that become inspections
• 5% of leads that become sales

With most projects, the volume feels good, but quality changes outcomes.

In other words, on average, over 70% of leads never progressed past first contact.

Right now, the strongest quality signals are coming from:

• High-intent Google Search traffic
• Well-structured Meta campaigns with strong pre-qualification
• Purpose-built landing pages
• Property platforms are driving low-volume but good-quality leads

What’s not performing as well:

• Broad “brand awareness” campaigns without qualification (example: no price on the ads drives low-quality leads)
• Generic enquiry forms on catch-all websites
• Channels optimised for reach instead of intent

On average;

• Cost per qualified lead by channel (contacted and are still interested)
  • Meta $250
  • Google: $500
  • REA: $3,500 (based on profile costs)
  • A-D Group $1,400 (based on profile costs)
  • Apartments.com $1,500 (based on profile costs)
• Inspection rate by channel
  • Meta 21%
  • Google 28%
  • REA 16%
  • A-D Group 30%
  • Apartments.com 35%

This is where the real performance conversation needs to shift:

Not “Which channel is cheapest?” but “Which channel produces buyers?”

The answer often comes down to how quickly you’re willing to adapt your campaigns. An agile paid advertising strategy allows marketers to continually refine targeting, creative and budget allocation based on real buyer behaviour rather than assumptions.

User behaviour is changing, and developers need to understand the power of showing up positively in AI results.

Users are using ChatGPT (etc) to do research on developers, location, sales etc, they are more informed than ever before. This means that when they turn into a lead, they are more qualified.

We’re seeing a measurable shift in how buyers research:

• More traffic arriving from long-tail, intent-heavy searches
• Increased referrals from AI-driven answers and summaries
• Longer consideration cycles before the first enquiry

Campaigns that are structured for Answer Engine Optimisation (AEO) and modern SEO are:

• Attracting better-educated buyers
• Reducing “tire kickers”
• Increasing time-on-site and page depth before enquiry

One of the clearest patterns we’re seeing:

Projects with dedicated, tailored landing experiences consistently outperform those using a single “all projects” website.

What does this mean?

Each home type (penthouse, garden, 2 bedroom vs 3 bedroom etc) should have their own dedicated landing page

Why?

• Buyers want relevance, not navigation
• Project-specific storytelling builds trust
• The message matches the mindset of that buyer segment

What the data says:

• Conversion rate: tailored landing page vs generic site
  • Catch-all Website: 0.5%
  • Dedicated Landing Pages: 1.8%
• Time-on-site comparison
  • Catch-all Website: under 30 seconds
  • Dedicated Landing between 3 – 5 minutes

In almost every case we’ve measured:

Tailored landing pages convert 2–4× higher than generic catch-all websites.

This is no longer a “nice to have”. It’s a structural advantage.

The projects outperforming right now are:

• Optimised for quality, not volume
• Built around intent-led channels
• Visible across search, AI and discovery layers
• Supported by purpose-built landing experiences

The gap between average campaigns and high-performing ones is widening.