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Chalk Weekly Report - 10th Oct

30 Sept - 6 Oct

Property Portal:

The REA Native Make Goods achieved 1 Nurture lead, down from 2 in the previous week
CTR has seen a slight decrease, at 0.34%
However, Inner Brisbane Region continues to see strong CTR at 0.44%

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Chalk Weekly Report - Oct 4th

23 - 29 Sept

Property Portal:

AudX achieved 2 leads
REA Native achieved 2 leads, 1 of which was an Engaged Lead
Traffic is split between Surrounding Suburbs and the Inner Brisbane Region, with the IBR achieving a stronger CTR of 0.45%

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Chalk Weekly Report - 27th Sept

16 - 22 Sept

Social
Social was paused on 17th Sept and converted 4 Lookalike leads prior to then.

Property Portal:

REA Native activity achieved 308 clicks this week
Make goods kicked in from Sept 19th, and attributes to the vast majority of these clicks, at a 0.42% CTR
Unfortunately no leads have been recorded from this
AudX is continuing until Sept 30th, and has recorded 1 lead

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Chalk Weekly Report - 19th Sept

9 - 15th Sept

Social:

10 leads were recorded from Paid Social
Remarketing saw the most leads this week, with 6 recorded
All leads from this audience came from the Rooftop creative
The remaining leads are from the Lookalike audience
Additionally, all leads from this audience came from the Drone Shot creative

Optimisations:

Paid Social activity has been paused as of Sept 17th

Native Activity:

REA Native recorded 3 Indisposed leads following a 0 lead week
All leads came from the Surrounding Suburb cluster
Additionally, all leads came from the Exterior creative
REA AudX additionally failed to convert, however AudX activity will be paused with the remaining budget shifted towards Native activity. We will monitor the increase in performance following this optimisation

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Chalk Weekly Report -12th Sept

2 - 8th Sept

Social

Social activity is now only running on Lookalikes and Retargeting audiences. On top of that we added 2 new ads yesterday.
Social lead volume significantly rose from 8 to 22 this week, a noticeable spike in leads was last Friday 6th Sept with 6 in the one day.
Our Remarketing audience recorded the strongest results with 12 leads at a very strong $50 CPL.
This compares to 5 leads at a $195 CPL last week.
Notably our Lookalikes audience have finally converted and strongly participated in this rise with 6 leads this week.
Looking at creatives, the Rooftop image including "Luxury Today" in the Primary Text performed the best with 12 leads at a great $50 CPL!.
This compares to 10 leads at a $135 CPL from Rooftop Pool image including " Move In" in the Headline.

Social Optimisations :

Great to see a big spike in the last week prior to our optimisations. We will keep an eye how it goes over the next week.

Property Portals

REA Native hasn't converted in the last week, however the last few days saw 1 lead.
REA Aud X has not converted in the last week either.

Portal Optimisations:

REA mentioned you wanted to cancel this activity, however the mentioned they came back to you with some optimisations. We are not in the thread in which they did so want to see where that landed?

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Chalk Weekly Report - 5th September

26 Aug - 1 Sept

Social:

Chalk leads remain consistent WoW with 8 recorded
5 of these leads came from the Lead Form campaign with 3 of these Indisposed
Additionally, Remarketing saw the strongest results with 5 leads at a $195 CPL, also with 3 Indisposed leads
The Affluent audience saw 2 Indisposed leads
Regarding creative, we saw 2 leads come from the Exterior creative at a $184 CPL

Optimisations:

Following optimisations actioned Aug 30th, the Lead Form campaign has been paused and the Affluent Audience has been refreshed with updated Interest targeting.
Additionally the creative/copy update has been actioned, with results to report on in the following reports

Property Portal:

REA PP saw 0 leads
Native LF activity recorded 4 leads, with 2 Indisposed leads
For Audience Extension, the following optimisations are recommended
- Remove "Final Release" from copy
- Replace Pool creative with Internal creatives
Domain PP recorded 0 leads

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Chalk Weekly Report - 29th August

19 - 25 Aug

Chalk
Social:

The On Market campaign started activity at the start of the week, and recorded 9 leads
The Lead Form campaign achieved the majority of leads, with 8 recorded
The Lookalike audience achieved its 5 leads at a $280 CPL, which included 3 Indisposed leads
This result is followed by the Affluent audience with 3 leads, however all leads are either Cold or Dummy leads
Regarding creative, we can see 4 leads recorded from the Drone Rooftop creative
Another 3 leads came from the Rooftop pool creative, showing a clear trend towards Rooftop creative following on from the Coming Soon campaign results

Optimisations:

As flagged previously, the quality of leads from Social this report are poor. Our recommendations to improve this are:
- Turn off experian
- Pausing Lead Form for 7 days to funnel to Website
- Updating activity with the provided copy/creative
- Updating the Affluent audience with the provided inclusions/exclusions

Property Portal:

REA PP recorded 0 leads
Native LF activity is live, recorded 6 leads 2 of which were Indisposed leads
The Native results are evenly split between Inner Brisbane and Surrounding Suburb campaigns
Domain PP recorded 0 leads
However, the Domain EDM went out Aug 22nd, and achieved 3 leads

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Chalk Weekly Report - 15th August

5 - 11 Aug

Social:

With the last few days of activity, 3 leads were recorded at a $85 CPL
The Lookalike audience saw a cost effective result, with 2 leads at a $36 CPL, with 1 of which a Nurture lead
Additionally, the Exterior creative saw all leads at a $70 CPL

Coming Soon Campaign:

Since activity start, 12 leads have been recorded at a $306 CPL
As expected based on budgets the Lead Form is currently the main lead driver, with 9 leads but at a $340 CPL.
Additionally, the Website campaign recorded it’s 3 leads at a slightly lower CPL of $198 The lower lead volume here is due to starting 2 days later
The Lookalike audience is seeing the strongest performance so far, with 7 leads at a $180 CPL. Regarding lead quality, we can see 3 Nurture leads and 4 Indisposed leads
Affluent audience has recorded 4 leads, with 1 Indisposed Lead. Additionally, Experian has recorded 1 Indisposed lead
Creatively, The Rooftop creative is seeing strong results, with 8 leads.
From the Lead Form campaign, we have only received leads via 'Waitlist Sign Ups' and no leads towards the ads that have a 'Book a private appointment' CTA.

Property Portal:

REA recorded 0 leads, however the Project Profile listing is currently hidden to relaunch during the Open Market campaign

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Chalk Weekly Report - 7th Aug

29 July - 4 Aug

Social:

Paid Social saw leads double WoW with 13 at an $80 CPL
9 of these leads came from the Lookalike audience, at a strong $35 CPL, with 3 leads either Engaged or Nurtured
Unfortunately the Affluent audience has seen a lead volume drop, with 1 recorded lead Indisposed
However, Remarketing remains consistent with 3 leads, with 1 lead nurtured
The Exterior creative remains the otp performer with 7 leads at a strong $45 CPL

Optimisations:

As this campaign will lead into the Coming Soon, we expect to see a sizeable increase in activity from August 7th. In the coming report we will report on the two campaigns separately.

Property Portal:

REA remains consistent with 6 leads recorded, with 2 leads Nurtured/Engaged, but 2 Cold leads

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Chalk Weekly Report - 1st Aug

22 - 28 July

Social:

Paid Social activity has recorded 7 leads this week at a $165 CPL
This result follows a change in budget pacing to align with the budget extension to the August 7th Project Completion media burst
The Affluent audience remains the top lead generator, with 4 at a $155 CPL, with 3 leads Indisposed and 1 Dummy
Additionally, the Remarketing audience achieved its 2 leads at a stronger $90 CPL. However 1 lead was Cold
The Exterior creative achieved 4 leads this week at a $150 CPL

Optimisations:

Perth targeting has been added to the Affluent audience
_Additionally, leading up to the August 7th Media burst, we can expect clicks and lead volume to remain consistent _

Property Portal:

REA remains consistent with 5 leads, with 1 lead Nurtured

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Chalk Weekly Report - 26th July

15 - 21 July

Social:

16 leads were recorded this week at a $115 CPL
The Lookalike audience remains top performer with 7 leads at an $80 CPL. Additionally, 2 leads from this audience are being Nurtured
This result is followed by the Affluent audience with 6 leads. Unfortunately all leads from this audience are either Indisposed or Cold
Interestingly, 1 lead came from the Sunshine Property Intender audience which was paused a while ago. We conclude that a user saved the link after clicking the ad while this audience was live, and revisited the link last week to fill out the lead form.
The Exterior creative remains the top performer with 11 leads

Optimisations:

We have pushed budget in the Prospecting audiences toward FB Newsfeed placement, and swapped the Video Teaser creative for Exterior with Penthouse Price Point messaging.
Additionally, the Remarketing audience no longer has video views targeting included. The effects of these changes will be reported on in the following reports

Property Portal:

REA leads are up 4 from 2

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Chalk Weekly Report - 18th July

8 - 14 July

It should be noted that there appears to be a lead volume discrepancy based on a comparison between CRM data (34) and GA4 data (20). We have made some changes to the tracking and will check in on CRM /GA4 data on Friday to see if lead volumes align.

As for this week please ignore the app numbers, the commentary below is based off CRM lead data.

Social:

34 leads were recorded this week at a consistent $63 CPL which is fantastic
Additionally, the Lookalike audience remains the top performer with 17 leads at a strong $38 CPL. Furthermore this audience is providing strong lead quality, with 4 leads labelled either Nurture or Engaged
The Affluent audience with a full week of activity, saw 16 leads at a $74 CPL, most of these leads came from Sydney. However only 1 lead was Engaged whilst 2 are in Nurture stages and 9 were Indisposed.
Regarding creative, the Exterior creative remains the top generator of lead volume, with 28 leads at a $65 CPL. It is important to note that based on CRM insights 4 leads are in Nurture stages whilst 14 of leads that were from Exterior creative were indisposed.

Optimisations:

The new Teaser creative and updated copy is live across all audiences, with results from this to be reported on in the following reports
As most of the Affluent audience leads were from mostly from Sydney whilst also seeing majority of leads being indisposed, there is a likely connection there between the two. We recommend removing Sydney from this audience due to low quality.

Property Portal:

Following a strong result last week, REA has recorded 2 leads with 1 lead Engaged

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Chalk Weekly Report - 11th July

1 - 7 July

Social:

This week has seen a massive increase in lead volume WoW with 26 leads recorded at a $100 CPL
The best performing audience is the Brisbane Lookalikes with 13 leads at a $60 CPL
However, this is followed by our new Affluent audience, which started July 3rd and has already seen 11 leads at a $110 CPL
The Exterior creative remains the top performer, achieving 16 leads at a $100 CPL

Optimisations:

It is pleasing to see such a strong result from the new Affluent audience. We can see NSW is achieving the higher lead volume with 6 leads, and 2 from VIC. While QLD achieved it’s 2 leads at the stronger CPL, Meta has chosen to optimise spend towards NSW/VIC. We will continue to monitor the performance of this audience
Additionally, new creative and copy are pending approval before going live with Price point copy across all audiences for Chalk. We will monitor creative performance in future reports

Property Portal:

REA PP achieved a strong result with 9 leads
REA Native achieved 1 lead
However, AD recorded 0 leads this period

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Chalk Weekly Report - 4th July

24 - 30 June

Social:

Paid Social has seen a big week in leads, up 15 from 7 at a $120 CPL
The Lookalike audience achieved the top result with 7 leads at a $75 CPL
Additionally the Sunshine Coast audience achieved 5 leads at a matching CPL
The remaining leads came from the Brisbane audience
The Exterior creative recorded 13 leads and at a $100 CPL

Optimisations:

We have made the Affluent Property Intender audience to replace all other Property Intender audiences with updated interest targeting this went live yesterday
We will also update creative across all audiences once copy is sent over

Property Portal:

REA PP recorded 5 leads
Additionally 1 lead came from REA Native
AD remains consistent with 4 leads

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Chalk Weekly Report - 27th June

17 - 23 June

Social:

Leads are consistent with 7 at a $250 CPL
The Brisbane audience sees top results with 4 leads at a $150 CPL
Additionally, the new Sunshine Coast audience has seen 2 leads at a $180 CPL
The Exterior creative continues to perform with 6 leads
The remaining lead came from the Rooftop creative

Optimisations:

_It is pleasing to see the Sunshine Coast audience perform similarly to the Brisbane audience _
New creative was sent over recently, which we can update once copy has been confirmed

Property Portal:

REA remains consistent with 6 leads
REA Native also recorded 2 leads
AD leads are up 6 from 3

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Chalk Weekly Report - 20th June

10 - 16 June

Social:

Clicks have seen a 15% decrease due to CPM increasing and Meta serving less impressions to maintain budget pacing
Despite this, leads remain consistent with 8 at a $250 CPL
The Lookalike audience remains consistent with 4 leads at a $150 CPL
Remarketing also saw 2 leads this period, where the new construction video had converted.
The Exterior creative also remains consistent with 5 leads

Optimisations:

We have paused the Foursquare audience following our WIP.
_Additionally, we turned on the Sunshine Coast audience, which has already seen 1 lead during this reporting period _
_ How has lead quality been since optimising all leads to the website? _

Property Portal:

REA remains consistent with 7 leads
Since going live last week with Native, no leads have been converted yet however we have seen 26 clicks so far.
AD has seen a slight drop in leads, with 3 recorded

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Chalk Weekly Report - 13th June

3 - 9 June

Social:

Clicks remain consistent WoW
Additionally, 9 leads were recorded from the Web Traffic campaign at a $270 CPL
5 of these leads came from the Lookalike audience at a $130 CPL
The remaining leads came from the Property Intender audience, at a $175 CPL
Regarding creative, 7 leads came from the Exterior static

Property Portal:

REA PP remains consistent with 7 leads
AD recorded 6 leads, remaining consistent WoW

Optimisations:

The Regional QLD audience was turned off, with budget allocated to the Property Intender audience
Additionally, as mentioned in the previous report there was an issue with GA4 recording leads. The 9 reported on are from Tuesday onward after lead data was recorded again

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Chalk Weekly Report - 5th June

27 May - 2 June

Social:

Paid Social clicks saw a spike, nearly reaching 1000 clicks
Following last week’s WIP we have paused the Lead Form campaign, which captured 4 leads prior
The budget for this was allocated to the Web Traffic campaign
While we are yet to receive Lead data due to website trigger changing, it is reported that 18 leads were captured following the campaign updates on May 31st

Property Portal:

REA PP leads remain consistent at 9
AD leads have recovered following last report’s drop, with 5 leads

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Chalk Weekly Report - 29th May

20 -26 May

**Social : **

Clicks have remained consistent WoW.
Leads remain consistent at 10 with an improved CPL of $200.
Additionally the Lead Form campaign remains the main source of lead volume with 7 at a $130 CPL.
The Foursquare Audience is the top performer this week with 5 leads.
Brisbane Lookalikes audience achieved 3 Leads with a $160 CPL.
Also, 1 Lead came from the Regional QLD audience.
While the Exterior Creative achieved the most leads (4), the Overview Video and Rooftop Static Creatives each achieved 3 leads at a stronger CPL of $110.

_Optimisations : _

The exterior creative performed at a higher CPL this week. We will monitor the performances of these creatives in the coming report.
_With a full week of activity, it’s pleasing to see 1 lead from the regional QLD audience. We will continue to monitor this audience for any potential optimisation. _

**Property Portal : **

Leads remained consistent at 7 for REA.
AD leads have dropped slightly from 6 to 3.

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Chalk Weekly Report - 23rd May

13 - 19 May

Social:

Clicks remain consistent WoW on Paid Social
Additionally leads remain consistent with 8 at a $260 CPL
5 of which came from the Lead Form Campaign, at a $220 CPL
Both the Brisbane and Foursquare audiences achieved 3 leads each
With the new James St & Melb Affluent audience segments we added to the Foursquare audience, we saw 2 of the leads come from Melb and 1 from Bris which is interesting.
The Exterior Static achieved 5 leads at a $80 CPL with Rooftop not far behind with 4 leads, however the Overview Video failed to convert this week

Optimisations:

With the additions to the Foursquare audience, it is pleasing to see leads increase for this audience. Additionally, the momentum for this audience hasn’t slowed into this week with 2 leads already recorded as of Wednesday.
We will continue to monitor performance, however it would be good to hear whether lead quality has improved for this audience following this optimisation
_Remarketing carousels are not gaining too much traffic to further convert. We recommend swapping them in with a static _

Property Portal:

REA PP leads return to a consistent level with 5
AD leads also remain consistent with 6 leads

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Chalk Weekly Report - 16th May

6 - 12 May

Social:

Clicks have seen a 15% decrease WoW, while still achieving 600 clicks
Despite decreased traffic, leads remain consistent at 7 and a $290 CPL
4 of these leads came from Lead Form, at a $230 CPL
The Lookalike audience achieved the most leads (4) at a $160 CPL
Whilst Property Intenders, Remarketing and Foursquare audiences achieved 1 lead each
Overall leads from creative is evenly distributed, with the Overview Video achieving its 2 leads at a $160 CPL

Optimisations:

We are currently in the process of updating the Foursquare audience to include James St and Melbourne Affluent targeting, with the results of this update to be seen in the following reports
For Remarketing, the carousels are not driving enough traffic to be able to perform its best in converting. We recommend adding in some single static ads into the mix to see how it performs.

Property Portal:

REA PP leads have spiked to 15
AD leads remain consistent with 5 leads

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Chalk Weekly Report - 9th May

29 April - 5 May

Social:

Clicks and Spend have remained consistent WoW
Additionally, leads have remained consistent with 7 at a $290 CPL
4 of these leads came from the Lead Form campaign, at a $220 CPL
Both the Lookalike and Property Intender audiences have similar Lead Volumes (3)
Notably, the Foursquare Audience has converted this week
Regarding creative, the Exterior Creative has captured the most leads (4), while the Rooftop Creative captured its 3 leads at the stronger CPL ($150)

Optimisations:

The Remarketing Audience is yet to capture a lead, we will continue to monitor performance and determine if budget should be reduced on this audience

Property Portal:

REA PP leads have dropped following a lead volume spike to 5 leads
AD leads remained consistent with 3 leads

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Chalk Weekly Report - 1th May

22 - 28 April

Social:

Clicks on Paid Social ads have increased by 10% to over 650 clicks
Additionally, 8 leads were recorded at a $250 CPL
5 leads came from the Lead Form campaign, at a $180 CPL
The Lookalike audience achieved the best result this week, with 5 leads
Additionally, the Foursquare audience captured 1 lead this week
The Rooftop Creative captured 3 leads at a $150 CPL, with the Video and Exterior creatives both capturing 2 leads each

Optimisations:

The remarketing Audience started April 24th and no leads have been converted yetwhich we will monitor for performance

Property Portal:

REA PP leads spiked up 12 leads from 6
AD leads have also spiked up 6 leads from 1

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Chalk Weekly Report - 24th April

15 -21 April

Social:

With a full week of activity, we’ve seen 600 Clicks to Site come from Paid Social
From this we’ve recorded 2 leads, 1 each from Lead Form and Web Traffic campaigns
Additionally, the Lookalike audience generated both leads
The Exterior creative also achieved both leads
Overall to date 7 leads have come from social media on this campaign (including dates post this reporting period too).

Optimisations:

The new Remarketing audience is now live, which we will report on in next week’s report
Four Square audience is yet to convert any leads and we will keep a close eye on this

Property Portal:

REA PP remains consistent with 6 leads
AD has seen a decrease in leads, recording 1 this week

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Chalk Weekly Report - 17th April

8 - 14 April

Social:

Since activity starting April 10th we’ve generated 150 Clicks
This has largely come from the Web Traffic campaign, which generated over 80% of these clicks
Conversely, the 1 Lead captured was through the Lead Form campaign
This lead came from the Overview Video creative

Optimisations:

With the Foursquare and Lookalike audiences now live, plus a full week of activity from the Property Intender audience, we expect to see a jump in activity in the next report

Property Portal:

REA PP started Feb 6th and has since captured 49 leads (up to April 14th)
Last week, REA PP captured 10 leads
AD Started activity Feb 7th and has since captured 46 leads (up to April 14th)
Last week, AD generated 6 leads

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