Lead volume dipped during the transition period as expected, and is now recovering with the new ads live.
Volume is trending back up. The Feb 8 week includes both old and new ads, with the new ads only live from Feb 10. We expect the full effect over the coming week as the new creative gets full delivery.
The biggest shift since the changes. By targeting 35+ and high net worth audiences with property-specific ads, we are attracting leads with budgets that align with Ralph's pricing.
| Budget Range | Before (Oct-Feb 9) | After (Feb 10+) | Change |
|---|---|---|---|
| <$800K | 25% | 6% | ↓ 19pts |
| $1M - $1.5M | 32% | 28% | Stable |
| $1.5M - $2M | 9% | 11% | ↑ 2pts |
| $2M+ | 3% | 17% | ↑ 14pts |
Sub-$800K leads dropped from 1 in 4 to 1 in 18. Meanwhile, $2M+ leads (penthouse and 3-bed buyers) jumped from 3% to 17%. The ads are now attracting buyers who can actually afford Ralph's apartments.
Leads are not only better qualified by budget, they are also showing much stronger intent.
Nearly double the tour interest. Zero leads saying "No" to a tour since the changes. These leads are showing up ready to engage, not just browsing.
The new property-type ads are already generating leads, with 2-bedroom ads leading the way (as expected given it's the highest stock).
This segmentation allows us to see exactly which property type resonates with which audience, and shift budget accordingly.
Several standout leads have come through since the new ads went live.
| Date | Lead | Bedrooms | Budget | Timeframe | Tour |
|---|---|---|---|---|---|
| Feb 11 | Sue Taylor | 2 Bed | $1M-$1.5M | 3-6 months | Yes |
| Feb 12 | Nicole Glezos | 2 Bed | $1M-$1.5M | Immediately | Yes |
| Feb 12 | Mark Buckman | 3 Bed | $2M+ | 1-3 months | Yes |
| Feb 12 | Raphael Arce | 2 Bed | $1M-$1.5M | 1-3 months | Yes |
| Feb 13 | Jodee Pollard | 2 Bed | $1.5M-$2M | 1-3 months | Yes |
| Feb 13 | Kim Garvey | 3 Bed | $2M+ | 3-6 months | Yes |
| Feb 12 | Nikola Perkin | 3 Bed | $1.5M-$2M | 1-3 months | More Info |
| Feb 12 | Anthony Brown | 3 Bed | $2M+ | 3-6 months | More Info |
Note: We noticed the lead dashboard doesn't have follow-up notes from February 12 onwards. Several of these leads are very high intent (Nicole Glezos is looking immediately with a matching budget, Mark Buckman is $2M+ and ready to tour). We want to make sure these are being contacted promptly as speed-to-lead is critical for conversion.