A Coming Soon campaign run through LPC's own Ads Manager. 69 Arrowsmith went under offer off-market before it ever formally listed. This report covers the campaign that helped make that happen.
A Coming Soon campaign has one job: get the property in front of buyers before it officially lists, so when the time comes, the audience is already warmed. 69 Arrowsmith went one better. It went under offer off-market, never needing a formal launch at all. The campaign reached 3,777 local buyers and drove 283 clicks for $94.90 in confirmed spend.
69 Arrowsmith went under offer off-market. That's the best possible outcome for a coming-soon campaign. The property found a buyer before it even needed to list publicly. While we can't attribute the sale directly to the ad, the campaign put the property in front of 3,777 local buyers at $0.34 per click, building exactly the kind of pre-market awareness that creates those conversations. At $94.90 all up, that's an exceptional cost for the outcome on the board.
Everyone who engaged with this campaign is now in LPC's Meta engagement pool, ready to be reached again for future Buyer Match and retargeting campaigns on other properties in the suburb.
One static carousel creative ran across Facebook and Instagram, targeting a geo-based audience under Meta's Housing Special Ad Category rules. No video ran in this campaign. Figures are from the confirmed Ads Manager export.
| Metric | Result | Benchmark | Read |
|---|---|---|---|
| People reached | 3,777 | Local awareness zone | On target |
| Impressions | 6,862 | – | No benchmark |
| Frequency | 1.82 | <3.5 | Healthy |
| Link clicks | 283 | – | No benchmark |
| Cost per click | $0.34 | $0.50 – $1.50 | Strong — well under benchmark |
| Social actions (reactions, comments, shares, saves) | 6 | – | No benchmark |
| Cost per lead | N/A | N/A for Coming Soon | Not applicable |
Meta reports a "page engagement" figure of 289 for this campaign. That number is the sum of link clicks (283) and real social actions (reactions, comments, shares, saves: 6). We've kept these separate above so the read stays clear. Counting link clicks as social engagement would inflate the figure and misrepresent how people actually interacted with the ad.
Social actions came in at 6 for the campaign window, which is low relative to reach. That's expected for a Traffic objective, where Meta is optimising for clicks rather than reactions or shares. If building local brand recognition (not just clicks) is a priority, a future coming-soon run under an Engagement objective would tell us whether the creative resonates more broadly in the suburb.
A single carousel creative ran across both Facebook and Instagram feed placements, leading with the "Coming Soon" hook and the "Entry-Level Buying" angle to attract first-home buyers and investors looking for an entry point into the Ormeau Hills market. No video ran in this campaign.
The "Entry-Level Buying" headline paired with the "Coming Soon" badge gave this ad a clear value proposition for the suburb. A CPC of $0.34 suggests the creative connected well with the local audience and Meta was able to optimise efficiently. For future coming-soon runs, testing a second variation with a different lead headline (e.g. leading on the family location angle rather than price positioning) would give us a meaningful A/B read on what drives the click.
Housing Special Ad Category rules mean no interest or demographic targeting. The geo, copy and creative do all the audience selection work, keeping delivery focused on the right local area.
The campaign targeted a 30km radius centred on Ormeau Hills, covering the full local and surrounding buyer pool within a realistic commuting and lifestyle distance of the property.
Run under Meta's Housing rules, so no interest targeting. The geography, copy and creative do the audience selection.
Every person reached and every link click builds LPC's engagement audience for future Buyer Match and retargeting campaigns on this property and others.
Frequency for this campaign was 1.82 (6,862 impressions ÷ 3,777 reach), well under our 3.5 ceiling. There was plenty of headroom, meaning the audience was not being overserved and the campaign had room to extend if the budget allowed. This is a good sign for any follow-on retargeting activity using the same geo.
Under offer off-market, $94.90 spent, 283 buyers clicked through before it ever listed. Here's the short version of what this campaign proved.