Property insights for digital marketing, Nov 2024

Fresh data, fresh insights. Here’s what’s moving the needle in property marketing right now.

Market Pulse: CPL (cost per lead) is up across the board.
Why? The Black Friday advertising surge is crowding Meta’s space (temporarily), and buyers are holding out for RBA relief.

1. Stamp Duty messaging: What’s actually working

It appears every developer and their dog have updated their ads to say ‘stamp duty savings’.

This is great and due to this big influx of stamp duty messages, all buyers are aware of that savings can be made.
Whilst we were hoping this news would see a big uptick in more leads, we have found the amount of leads has not increased but have been told the quality is higher and it’s allowing for more fruitful sales conversations. RBA hold the power here, and the floodgates will open back up once there is some interest rate relief.

That being said, we have run some tests and the results are in;

The Save up to $X is driving more leads at a lower cost per lead than your generic Stamp Duty Savings message

Indicating, customers want to know what they can save (the amount) not that there are stamp duty savings.

2. Does organic social media make a difference when generating leads?

The short answer? Yes – but not how you might think. Organic social media is your digital handshake, working best to:

Build trust through project updates and construction milestones
Validate your brand when prospects research your developments
Keep you top-of-mind during their buying journey

The real power move? Use organic social to showcase your track record, share construction milestones, and highlight resident testimonials.
When potential buyers then see your paid ads or visit your display suite, they’re already familiar with your brand and developments. This means higher-quality leads who are more likely to convert.

3. Summer Social Media Gold Rush. Dec to Jan delivers strong leads, here’s why?

There’s an awesome opportunity to take advantage of the social media surge during the summer holidays.

We find this is a time when our campaigns drive a lot of leads, so if you have any campaigns that you want to take advantage of the surge let us know.

Why is there a surge in leads?

People are bored so naturally they turn to social media to fill their days
Families come together and discuss the family home and downsizing
Sadly, a lot of divorces happen at Christmas
Plenty of new family discussions on, the new year, new us/new home are happening

One main call out, if running ads over this period (and it’s recommended), you should have someone either ready to respond with an automated email or personal email if possible. Allowing you to strike whilst the iron is hot.

4. Basic vs Custom form – The results are in

Basic forms (name, phone, email) vs custom forms (including budget and project preferences) show a clear winner:

Basic Form: 30 leads at $130 per lead
Custom Form: 39 leads at $85 per lead

The takeaway? More questions = better quality leads at lower cost.
Custom forms not only deliver 30% more leads but also reduce cost-per-lead on average by 35%.

5. Property websites that convert: The Numbers Speak For Themselves

Our conversion-focused websites are transforming digital engagement in property. The results?

Website engagement jumped from 1.58% to 5%
Conversion rates soared from 0.32% to 2%

Your all-in-one solution, design, development and paid ads are handled by Sod.

Complete digital solution: Website + 3-month paid ad campaign
All-inclusive package: $25K (including 3-months media spend)
Quick turnaround: Live in just 4 weeks

Check out our recent work:

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If you’d like to dive deeper into any of these points, I’m happy to schedule a quick call to discuss your specific project needs.

About Simo

Founder & Director / Bald Eagle