Property Insights: State-by-State Lead Trends, July 2025

We’re officially into the second half of the year (and I’m still writing ‘2024’ on campaign plans…).

Let’s get into what we’re seeing right now across the property landscape, based on real data from live campaigns.

WA continues to be the strongest performer for lead volumes, with Sydney and QLD close behind.

Melbourne is still moving, but we’re seeing fewer leads and a higher cost per lead. That said, the leads we are getting are often better qualified and converting at a stronger rate. So, while the numbers are softer, the quality is giving projects real value.

Yes, video is hot, but static image ads are still outperforming video in many campaigns. It’s a reminder not to ditch them just yet.

If you’re using video (and you should be), avoid the old “zoom and pan on a render” trick. What’s cutting through? Agents on site. Walking and talking. Humanising the project. Authentic, unpolished, and real. That’s what buyers are responding to.

We’ve been rolling out some new designs this month, and the early performance data looks sharp. The caveat here is this style of ad type can only be used on Traffic campaigns, which means your website needs to turn that user into a lead.

It’s another reminder that fresh creative can do a lot of heavy lifting when performance plateaus.

Lago (WA) has been quietly smashing it. Without giving away too much… let’s just say CPCs under $1 and CPLs in the low double digits across a six-month campaign are rare in 2025.

Consistently high conversion rates tell us the full-funnel strategy is landing. Credit to the team!