Work / 150+ qualified leads a month for a multi-sector property developer
Marketing150+ qualified leads a month for a multi-sector property developer
Paid Social · Google Ads · Landing Pages · Lead Routing
Nexus Developments is a Melbourne property development group delivering residential, SDA, healthcare, education and commercial projects across Victoria.
Rope Digital rebuilt the marketing engine for Nexus Developments, a multi-sector Melbourne property developer, generating 150+ qualified buyer and investor leads in a single month at an average of $20 per lead.
Client
Nexus Developments
Category
Performance Marketing
Result
150+ leads a month at $20
The client
About Nexus Developments
Nexus Developments is a diversified Melbourne property developer with 20 years in the market and a project pipeline of more than $340 million. Its divisions span master-planned residential communities, specialist disability accommodation (SDA), seniors living, early-learning centres and commercial assets, from Armstrong Creek and Mentone to Black Rock and Mornington.
That breadth is a strength on paper and a challenge in marketing: every project has a different buyer, a different price point and a different reason to enquire. Nexus needed a steady flow of qualified buyer and investor enquiries across its live releases, without the cost per lead climbing each time a new project launched.
Industry
Property development
Region
Melbourne, Victoria
Nexus Developments
Marketing · 150+ leads a month at $20
Nexus Developments is a Melbourne property development group delivering residential, SDA, healthcare, education and commercial projects across Victoria.
The problem
What they came to us with.
01
Enquiries were inconsistent, arriving in bursts around launches and drying up between releases.
02
One generic message for very different audiences: home buyers, investors, SDA investors and partners.
03
Ads sent traffic to general website pages that were not built to convert, so leads were expensive and hard to predict.
04
Limited conversion tracking, so there was no clear view of which campaigns produced real leads.
05
No structured follow-up, so new enquiries could sit in an inbox instead of reaching the sales team straight away.
Our approach
How we thought about it.
We treated each live project as its own funnel: a specific audience, a specific offer and a page built to convert, all measured end to end so budget could follow the leads.
01 / Audience and offer
One funnel per project, one message per buyer
We mapped each release to its buyer (owner-occupiers, local and interstate investors, SDA investors and downsizers) and built an offer for each, from land and townhouse releases to investment-grade SDA.
02 / Landing pages
Pages built to convert, not to inform
Dedicated landing pages for each project with renders, pricing guidance, location proof and a short enquiry form, fast on mobile, where most property browsing happens.
03 / Paid acquisition
Meta for demand, Google for intent
Meta campaigns and instant lead forms created demand among the right audiences, while Google Search captured people already looking for land, townhouses and investment property in each suburb.
04 / Tracking and follow-up
Every lead measured, every lead followed up
Full conversion tracking across Meta and Google, with every lead routed straight to the sales team so they spoke to buyers while interest was still warm.
The deliverables
What was built.
01 / Project landing pages
A conversion-focused page for each live release, with its own offer and enquiry form.
02 / Meta lead campaigns
Audience-segmented campaigns and instant forms for buyers and investors.
03 / Google Search campaigns
Suburb- and product-level keywords capturing high-intent property searches.
04 / Creative system
Render-led ad creative and copy variants, tested weekly against cost per lead.
05 / Conversion tracking
Meta Pixel, Google Tag Manager and GA4 set up so every enquiry is attributed to its campaign.
06 / Lead routing and reporting
Instant lead delivery to the sales team, with a weekly report on volume, cost per lead and lead quality.
Under the hood
What we used to build it.
- Meta Ads
- Facebook Pixel
- Google Ads
- Google Tag Manager
- Google Analytics
The results
Numbers that matter.
Qualified leads in a single month
Average cost per lead
Channels behind every lead
What we learned
The honest takeaways.
Every project teaches us something. Here's what this one taught us.
A developer is several businesses, so market it like one
A townhouse buyer, an SDA investor and a downsizer want different things. Separate funnels per project and audience did more for cost per lead than any single campaign could.
The landing page is where the cost per lead is won
Sending paid traffic to a page built for one decision, with renders, price guidance and a short form, is what held leads at $20 instead of letting cost climb with every launch.
Speed to lead matters as much as lead volume
Property enquiries go cold fast. Routing every lead straight to the sales team turned volume into conversations they could actually close.
Want results like these?