Thomson View Residences

Driving 41% higher CTR and 9x more qualified leads for a pre-launch condo

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Our client approached us needing to build a pipeline of high-intent leads for a residential development that was still in its pre-launch phase. This presented a challenge: there was no physical showroom, model unit or detailed, finished collateral available to attract prospects.

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We developed a dual-pronged strategy focused on amplifying the development's inherent geographical advantages, tailoring messaging and visuals to appeal directly to 2 distinct high-value audiences:

1. Families & Parents: Highlighting the coveted proximity to Ai Tong School (within 1km) to capture those prioritising their children's education and a simplified school run.
2. Urban Professionals: Emphasising the ultimate the convenience of being a 1-minute walk from Upper Thomson MRT, appealing to CBD commuters who value time-efficiency and connectivity.

Initially, the lead flow directed users from the ad to an external website. Data quickly revealed poor user experience and a low conversion rate due to high friction. As the external site was locked to a template, optimisation was limited. Hence, we swiftly pivoted the entire conversion mechanism to native Facebook Lead Forms. This crucial move eliminated an entire step in the user journey and allowed prospects to register their interest instantly within the social media environment.

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We also rigorously iterated on ad creatives, messaging and targeting to find the optimal combination that resonated with the two target audiences.

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Results

• Through continuous testing, we produced a new visual creative that achieved a 41% higher Click-Through Rate (CTR) compared to the client's previously used creative. This significant increase in efficiency immediately lowered the effective cost per click.‍

• 9x increase in the volume of qualified leads within one month after switching to Facebook Lead Forms.

• Streamlined user journey and stronger message-market fit across both audience segments.

Client Testimonial

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"Homu Media didn't just fix our campaign, they completely overturned it with a brilliant, well-thought strategy and truly quick execution. The pivot to Facebook Lead Form was a game-changer, resulting in a dramatic 9x increase in qualified leads."

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