Property insights for digital marketing, Feb 2025

We’re seeing remarkable performance with a stripped-back, no-nonsense approach to residential advertising. Our data shows that static ads focusing on three core elements – price point, amenities, and location – are consistently outperforming other formats.

By eliminating marketing fluff and leading with critical decision-making information, we’re capturing qualified leads more efficiently than ever. Enabling us to push users further down the funnel, allowing sales agents more information on who to follow up.

Some tactics:

1. The right buy-now information: Make sure your ads, in under 2 seconds, give the reader buying knowledge information about the project.
2. The ad design: Make sure the design focuses on the render, what they are buying and not the brand.
3. The form questions: Make sure the form (website or instant form) qualifies the buyer further by asking buy now questions.

Rather than a one-channel approach, we’re finding that our multi-channel approach for commercial properties is yielding strong results across platforms:

• LinkedIn and Google remain our primary lead drivers, particularly effective for reaching decision-makers
• Meta continues to perform as a valuable secondary channel
  *This is not to say that Meta is not a valid first interaction channel, and for all projects, it’s worth testing.

For existing commercial properties, our FOMO-driven messaging strategy is generating significant engagement. This highlights the benefits of moving in now.

With off-the-plan commercial properties, we’re seeing the best results when highlighting occupancy timing, amenities, and price points upfront.

The rule for marketing online is to empower your customers to make an informed decision. Hiding information is not only frustrating for a customer, but it means you have less chance of driving quality leads.

We would like to take a moment to call out this stunning campaign and sure, it makes it easier to drive leads when the project is backed by some of the best in the business.

What are we seeing;

• Maintaining a strong lead form submission rate of 8 – 10%
• Achieved a 40% reduction in cost per lead through strategic platform optimisation
• Successfully scaled across both Meta and Google platforms while keeping acquisition costs within target
• Demonstrated ability to maintain performance while scaling up monthly ad spend
• Consistently outperforming industry average conversion rates in the property sector

1. Front-load your most compelling amenities in the first 3 seconds of ad creative – we’re seeing 27% higher engagement rates.
2. Property video tours under 60 seconds are generating 2x the lead form submissions compared to longer formats.
3. Thursday and Sunday evenings are showing peak engagement times for property content.
4. Including specific completion dates in ad copy is driving 40% higher click-through rates for off-the-plan properties.