01 · Pressure
A tougher market & a complex buyer journey
Even one of WA’s most recognised builders wasn’t immune to changing buyer behaviour and increasing competition.
Plunkett Homes
Case Study
Thousands More Qualified Leads.
How WA’s oldest home builder turned a difficult market into record-breaking growth, all while cutting cost per lead by 48%.
−48%
Lower Cost Per LeadAcross all paid media spend
+145%
Campaign LeadsVs. Previous Period
105%
Above TargetFor Paid Media Leads
163%
Above TargetFor SEO Leads
02. At a glance
From ambitious targets to record performance.
Three decisions changed the trajectory.
Here’s how they came together.
02 · Shift
One integrated engine, built around how buyers search
Rather than focusing on improving individual channels, every part of Plunkett’s marketing strategy was rebuilt to work together.
03 · Result
The turnaround was bigger than expected
Within months, lead targets were being exceeded, costs were falling, and new performance records were being set.
03. The market challenge
A market under
real pressure.
The market challenge
Plunkett Homes had spent more than 120 years building one of WA’s most recognised brands. But recognition alone wasn’t enough to sustain growth in an increasingly competitive market, where every enquiry had become harder to win.
What had to change
- 01Reverse declining lead volume
- 02Cut through fierce competition
- 03Adapt to constantly changing platforms
- 04Build sustainable, scalable growth
The mandate, answered
We didn’t just meet the targets. We exceeded every one.
“It feels less like working with an external agency and more like having a dedicated digital partner.”
04. The transformation
Four connected engines. One growth outcome.
No single tactic transformed Plunkett’s marketing. The results came from four distinct strategies, each strengthening a different stage of the home buying journey.
Show up at the moment intent becomes action.
Google Ads were rebuilt around buyer intent, with smarter campaign structures, tighter audience targeting, and optimisation based on real sales progression rather than clicks or form submissions alone.
- Campaigns rebuilt around what actually converts
- Budget steered by real sales progression
- Lower acquisition costs, higher quality enquiries.
Be visible wherever home buyers look for an answer.
SEO focused on becoming the most trusted answer throughout the home buying journey, while early investment in AI search ensured Plunkett remained visible as buyer behaviour continued to evolve.
- Topical authority across the buying journey
- Visible in Google, AI Overviews, & ChatGPT
- Future-ready search strategy
Match the message to the buyer and the moment.
Scroll-stopping Meta video creative earned attention, and every landing page experience was tuned to convert the right traffic into enquiries.
- Creative aligned to buyer intent
- Landing pages built to convert
- Stronger enquiries, not just more traffic
Let every insight make the next decision smarter.
Paid media, SEO, AI search, creative, and the CRM were connected into one continuous learning system, allowing every campaign, enquiry, and sales outcome to strengthen future performance.
- Every channel informed the next
- Shared visibility across the entire funnel
- No channel optimised in isolation
05 Hoome insight
Volume was never the point. Once we could see which leads actually progressed, we could feed that back into the marketing and go after more of the people who buy, not just more people.
06. Quality, not just quantity
Not all leadsare created equal.
More enquiries don’t automatically create more sales. Every campaign was connected to real sales progression, allowing optimisation to focus on the buyers most likely to build, not simply the people most likely to submit a form. Because not all leads are created equal.
01
· Demand captured
CRM enquiry
Every enquiry arrives tagged with the campaign and keyword that earned it.
02
· Intent understood
CRM qualification
The CRM scores each enquiry on build readiness, not the form it used.
03
· Value identified
Sales progression
Sales progression is tracked to source and valued at settlement.
04
· Learning returned
Smarter targeting
Outcomes are fed back to Google and Meta, so both optimise toward buyers.
07 The results
THOUSANDS
of additional qualified buyer enquiries.
Ambitious targets became record performance, with stronger results across every major marketing channel, even through the end-of-year seasonal slowdown.
Google Ads
Paid search−40%
Decrease inCost per Google leads
+76%
Increase inConversion rate
+100%
AdditionalGoogle Ads leads
0
50
100
150
200
Jan 24
Jul 24
Jan 25
Jul 25
Mar 26
Meta Ads
Paid social+78%
Increase inConversion rate
−64%
Decrease inMeta cost per lead
+264%
Increase inMeta Ads leads
0
100
200
300
Jan 24
Jul 24
Jan 25
Jul 25
Mar 26
SEO & GEO
Organic search + AI+101%
Increase inConversion rate
+162%
Increase inOrganic search & AI leads
+578%
AdditionalSessions from AI search
0
50
100
150
200
250
Jan 24
Jul 24
Jan 25
Jul 25
Mar 26
Total Campaign Leads
−48%
Decrease inPaid media cost per lead
+145%
Increase inTotal campaign leads
1000s
Of additionalQualified buyer enquiries
0
50
100
150
200
Jan 24
Jul 24
Jan 25
Jul 25
Mar 26
“Hoome by Living Online has supported our brands with SEO, digital marketing and UX/CRO over the past two years. Their approach is flexible and tailored; rather than a one-size-fits-all formula, they adapt quickly and pivot strategies to deliver the best possible outcomes.”
08. Recognition
Results recognisedbeyond the numbers.
The Plunkett Homes campaign has been recognised by leading international creative and digital awards programs.
09 Your next growth stage
What’s your success story
going to say?
Every great result starts with understanding the challenge. If you’re ready to uncover what’s holding your marketing back, and what’s possible with the right strategy, we’d love to help write the next chapter.
- Understand what’s limiting your potential
- Discover your biggest growth opportunities
- Build a strategy designed around your business
hello@hoome.com.au08 6444 1741Perth, WA