How We Helped Creation Homes Capture High-Quality Buyers Across Every NSW Project
What we achieved.
A selection of the outcomes we delivered for Creation Homes
Average saving from eliminating duplicate ad spend across overlapping buyers
From 20 leads per week to 150 — driven by the unified audience layer and CRO-led landing pages
From $130 per lead down to just $20 — through consolidated spend and a funnel built for long decision cycles
Trusted by Australia’s leading developers
Creation Homes partners with the country’s most established residential developers and government housing authorities.
About Creation Homes
Creation Homes is one of Australia’s leading national residential builders, delivering more than 2,000 new homes a year across NSW. With multiple project launches running at any given time, the business needed a marketing approach that could move at the pace of its pipeline — not a one-project-at-a-time agency model.
With a constantly moving project portfolio, they needed two things at once: a reputation strong enough to lift conversion rates across every project, and a marketing structure that exploited the overlap between project audiences rather than ignoring it.
Challenges
The problem wasn’t lead volume — it was lead quality. Creation Homes could fill the top of the funnel; what it couldn’t do was fill it with buyers who actually closed. Long purchase cycles meant campaigns often nurtured the wrong people for months, and a fragmented marketing setup — with each project run like its own silo — meant the same audience was being advertised to, and paid for, multiple times.
- Lead volume was healthy, but closing rates weren't reflecting campaign spend
- Each project was run as its own silo, with separate ad accounts and separate budgets
- 42% of people saw ads for more than one project — paid for twice under the old structure
- Long 6+ month buying cycles nurtured the wrong people and burned retargeting budget
- No brand-level trust layer — every new project launch had to earn credibility from zero
- A unified audience structure across the full NSW project portfolio
- A brand-level reputation layer that new launches could inherit from day one
- A funnel designed for the long decision cycle of new-home buyers
- Measurement focused on lead quality and closed-won, not top-of-funnel volume
- A repeatable launch motion that could scale with project pipeline velocity
Our Approach
Taking Creation Homes to the next level began with a simple truth: new-home buyers don’t make quick decisions — but they do see a lot of ads. Our job was to stop paying twice for the same audience and start compounding every project’s reach across the portfolio.
Data confirmed what the fragmented structure had been hiding: 42% of people who saw a Creation Homes ad saw one for more than one project. Consolidating the brand under a unified marketing structure turned that 42% from a cost into a compounding asset. On top of that foundation, we built a Scouting → Landing Page → Retargeting funnel designed specifically for the long buying window of new-home purchases.
Strategy & Execution
Four shifts that turned a fragmented portfolio into a compounding launch engine.
Consolidate project marketing into a single brand audience
Rebuilt Creation Homes’ ad infrastructure so every project campaign shared an audience layer, eliminating duplicate spend across overlapping buyers and turning 42% audience overlap from a leak into an asset.
42% of people will see an ad for more than one project.
With multiple ad accounts, Creation Homes was paying for that same audience multiple times
Consolidation saved an average of $16,000 per project.
People who
saw Project 1
People who
saw Project 2
$ Saved
Don't waste budget re-advertising multiple times.
Build a reputation layer that lifts every project at once
Brand-level trust content and positioning work designed so new project launches inherit conversion advantage from day one — rather than each having to earn credibility from zero.
Design the funnel for a long decision cycle
Scouting ads to find in-market buyers, CRO-optimised landing pages to convert them, and retargeting that stays present through the multi-month consideration window without burning spend on the same clicks.
Use data to plug the drop-offs
Ongoing analysis of landing page behaviour to identify where buyers were disengaging, and iterate page design and content accordingly — so every round improves conversion at the top of the funnel.
Funnel & CRO
A funnel built for the 6+ month home- buyer decision cycle
Standard lead-gen funnels break down over long consideration windows. We
restructured Creation Homes’ paid media around three distinct stages — each with
its own audience, creative, and measurement logic.
Scouting ads
CRO landing pages
Project-level pages engineered to convert warm traffic. Trust signals from the brand layer, clear next step, plug-the-leak optimisation based on behavioural data.
Retargeting
Stay present through the multi-month consideration window — without burning budget chasing the same clicks or over-frequencing buyers across projects.
Organic Social
Plus: always-on organic, keeping buyers warm between campaigns.
Home-buying decisions unfold over six months or more. Paid media brings buyers
into the funnel; organic keeps them warm between pushes. We run an always-on
organic social programme on Instagram and Facebook that compounds Creation
Homes’ presence in-market — so when buyers are ready to act, the brand is already
familiar.
Project storytelling — capturing launches, display-home reveals, and completed builds as evergreen content that outlives any single campaign.
Buyer education — first-home-buyer guides, process walk-throughs, and finance explainers that answer the questions buyers actually search for.
Community & reputation — responding to comments, amplifying reviews, and building social proof that the paid channels feed back into.
Outcomes
Budget efficiency at scale, higher-intent leads, and a repeatable launch motion.
~$16K average saving per project from eliminating duplicate ad spend
Cost per lead cut by 85% — from $130 down to just $20 per lead
Spend now works harder at the portfolio level, not just the campaign level
7.5x lead volume — from 20 leads per week to 150
Measurement shifted from volume to buyers who actually close
CRO-led landing pages tuned to long decision cycles
Every new NSW project launches into a warm brand audience
New releases inherit trust — they don't earn it from zero
Repeatable playbook that scales with project pipeline velocity
Key Results
Saving per project
Lead volume (20 → 150/week)
Cost per lead ($130 → $20)
Don't take just our word for it.
[VERIFY — testimonial pending] Strong candidates for quote: commercial team lead on lead quality shift, or marketing lead on the audience consolidation insight.
CH
[VERIFY — Name]
[VERIFY — Role]
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Who are we?
AEK Media is an award-winning digital growth agency for property, trade, and construction. We partner with builders, developers, suppliers, and service providers — from national operators to local brands scaling into multi-location operations — to engineer consistent, sustainable growth.
Our approach is collaborative, data-driven, and rooted in a strong understanding of the industry — focused on performance marketing, automation, and data-led thinking that turns complex challenges into practical, scalable solutions, both nationally and globally.
- Global Search Awards 2024 & 2025 — Best Use of Search
- Best National Social Media Campaign — AMI
- World Design Awards 2025