The Client

On Point Property Group is a company that helps current and ex-serving Australian Defence Force (ADF) members navigate their property purchases using ADF Housing Entitlements and Government Grants. As a lead gen client, they approached us to create a marketing strategy that generated qualified leads.

The Objective

Our goal was to create a marketing strategy that targeted eligible ADF members, who are often difficult to reach through traditional advertising methods, and generate qualified leads for On Point Property Group.

The Barriers

Targeting ADF members can be difficult due to platform limitations, and building trust through ads can be challenging, especially for such a big purchase as a house.

The Idea

To overcome these barriers, we developed an automated quiz that helps prospects determine if they qualify based on the entitlement criteria. By providing value upfront, we were able to build trust and qualify leads before they even spoke with a salesperson. The quiz also provides the opportunity for the prospect to book a call with the On Point Property Group team through Calendly, reducing the amount of follow-up required by the sales team.

The Results

Since the launch of the quiz in November 2022, we have generated a total of 957 leads, with a 70.53% qualified rate, which equates to 675 qualified leads. Each qualified lead is coming in at a cost of $10.73, with a total spend of $7,271. This cost-effective marketing strategy has provided On Point Property Group with a steady stream of qualified leads, enabling them to focus on converting leads into customers.

Next Steps

The biggest opportunity for future business lies in the disqualified leads. Although they did not qualify based on the entitlement criteria, these prospects require some nurturing and can lead to significant returns down the line. We recommend building out a nurture sequence that keeps the On Point Property Group brand top-of-mind and positions them as the go-to source for property purchases using ADF entitlements and government grants. By providing valuable content and education, the disqualified leads can be converted into qualified leads in the future, driving additional business for On Point Property Group.