Lead quality
Lead profiling for property developers: why a 66% profile rate beats a cheap lead
The fastest way to make your sales team more productive is not more leads. It is leads that arrive already described.
Written by Michael Nadalin, Founder · 26 Oct 2026
What a profiled lead is
A profiled lead is an enquiry where the buyer has also told you who they are and what they want: buyer type, timeframe, bedrooms, budget band, broker readiness and whether they want to see the display suite.
Make it optional and put it second
Step one captures contact details against the brochure. Step two asks the profile questions, and it is optional. Nobody is lost by asking, and most buyers answer anyway: Loam House held 66% across 2,398 leads, The Cullinan averaged 76%, and Selene Residences reached 80%.
The questions that matter
- Buyer type: owner-occupier, downsizer, investor, first home buyer
- Timeframe to purchase or move
- Bedrooms
- Budget band, matched to your price list
- Broker or bank readiness
- Display suite or inspection intent
What it does for the sales team
On Ralph Alexandria, profiling surfaced 195 buyers at $1M plus, 57 at $1.5M plus and 18 at $2M plus, so agents called the buyers who matched the stock left. On Port Lane, 84 buyers confirmed they had spoken to a broker or bank, the financially ready group to call first.
What it does for the ad platforms
Profile answers and confirmed sales fed back into Google and Meta teach the algorithms what a real buyer looks like. Spend then shifts toward the audiences producing profiled buyers in your price band, not the cheapest form fills.
Michael has run paid acquisition for Australian property developers across Melbourne, Sydney and Adelaide, from boutique townhome releases to $19.9M penthouses.
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