503
Leads in under seven months
$43
Average cost per lead
2
Markets: Melbourne campaigns now expanding into Sydney
Limited spots remaining for the Q4 intake.
About Lumina Business Park
Platforms: Meta (Facebook & Instagram)
Campaign dates: 17 April to 5 November 2026
Lumina Business Park is a commercial development of 31 warehouse and office units in Keilor East, in Melbourne’s west.
Lumina’s units appeal to two very different buyers. Owner-occupiers want to stop leasing and own their workspace. Investors are looking for commercial warehouse stock in one of Melbourne’s growth corridors. The campaign had to reach both of them.
From April to November 2026, Hypr delivered 503 leads at around $43 each, and the campaign is now expanding from Melbourne into Sydney.
The Challenge
Lumina was already working with an agency and getting leads, but the quality was poor and no one could work out why. Hypr audited the account and found four problems:
No filter on enquiries. Instant forms with no qualifying questions made it easy for anyone to submit their details, whether they were serious or not.
Money spent on the wrong goal. Traffic campaigns sent clicks to the website and wasted budget on people who were never going to enquire.
Stale creative. The ads had never been refreshed, so the audience kept seeing the same thing.
No reporting and no clear audience. The client couldn’t see what was happening, and the ads weren’t speaking to anyone in particular.
The Lumina team asked Hypr to audit the account, set the strategic direction, rebuild the campaign structure, lead the creative strategy and advise on spend.
Strategy
Strategy #1: From Instant Forms to Landing Pages
We moved every ad off instant forms and onto a dedicated landing page, with the Meta pixel tracking real enquiries. This meant Meta learned from people who took the time to read about the development and enquire, not from people who tapped a pre-filled form by accident.
Key learning: Instant forms are cheap, but cheap leads aren’t the goal. A landing page asks for a little more effort, and the people who give it are far more likely to be genuine buyers.
Strategy #2: An Info Pack That Answers the Buyer’s Questions
Commercial property is a big decision, and buyers do their homework first. We created an info pack that answered the questions owner-occupiers and investors usually ask before they’re ready to talk to an agent. We also followed up with people who had already enquired or visited the page, keeping Lumina front of mind while they decided.
Key learning: An info pack gives buyers who are still researching a reason to enquire now. It also means the agent speaks to a warm lead who already knows the basics.
Strategy #3: Two Buyers, Two Messages, Two Pages
Rather than run one ad for everyone, we split the campaign by audience. Hypr designed a separate landing page for each, including the copy and imagery.
Owner-occupiers: ads about stopping rent and owning your own warehouse.
Investors: ads about commercial property as an investment in Melbourne’s west.
Key learning: An owner-occupier and an investor want different things from the same unit. Speaking to each one directly makes the ad feel relevant, rather than written for someone else.
Strategy #4: Creative That Stays Fresh
We ran a mix of video and static ads, including the builder and agent talking to camera and product demonstrations, and kept refreshing them so the audience wasn’t seeing the same ads month after month.
Key learning: Creative fatigue can quietly ruin a long campaign. A steady flow of new angles keeps results consistent over months, not just weeks.
Strategy #5: Reporting the Team Can Actually Use
We set up reporting so the Lumina team could finally see what was happening in their campaigns: how many leads were coming in, what they were costing, and which ads were working.
Key learning: You can’t fix what you can’t see. Clear reporting turned the campaign from a black box into something the team could make decisions on.
The Outcome
From 17 April to 5 November 2026, Lumina Business Park received 503 leads at an average of about $43 per lead. All but one came through the landing pages rather than instant forms.
The results in Melbourne were strong enough that the campaign has now expanded into Sydney.
Ready to Fix Your Lead Quality?
If you’re getting leads but not the right ones, Hypr can audit your account and rebuild it around the buyers you actually want.
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