Selling Luxury Estate Homes: How Veranda Captured 195 Qualified Leads and Slashed CPL by 68% in 5 months

How a data-first strategy turned a fragmented ad spend into a predictable luxury lead machine.

The 3-Point Executive Summary

• Market Challenge: Calgary's $1.2M+ new-build luxury market produces only 300–450 homes per year. Veranda was generating traffic but not qualified buyers, and had no measurement infrastructure to know why.
• What clearmotive did: We cut underperforming channels, introduced price anchors in ad creative to pre-qualify traffic, rebuilt the landing page funnel, and redesigned the sales centre to close the loop between digital and physical.
• The results for Veranda: 195 qualified leads in 5 months. Cost-per-lead dropped 68%. Non-branded search terms drove 90% of Google conversions in a single month, meaning Veranda was capturing new buyers, not just their existing audience.

Veranda at Legacy operates in the Calgary estate home market, a highly competitive and finite segment. Calgary’s $1.2M+ new-build luxury market totals only 300–450 homes per year. This equates to less than 3% of total annual housing starts, and success depends on capturing a significant share of a structurally small total addressable market. Before the engagement, Veranda possessed existing visitor traffic, but those prospects weren’t well-qualified or optimally measured.

The team knew that there was an absence of a clear marketing strategy and a need for meaningful performance metrics. To achieve their monthly home sales goals and maintain their 50-year legacy of award-winning excellence, Veranda needed a precise, focused lead generation engine. 

“Before we partnered with clearmotive, we were struggling to get the right eyes on our luxury estate homes in the Legacy community. We knew our homes were exceptional, but our sales team was frustrated by a lack of qualified traffic and a fragmented, sales-led approach to marketing. We were essentially operating in the dark; Clearmotive helped us bridge that gap by establishing a data-driven strategy that finally delivers sales-qualified leads that actually close.” Rob Hryszko, President & Co-Owner of Veranda

The home-building market is a highly competitive paid advertising landscape; simply increasing the budget wasn't the solution to achieving their growth trajectory. Before considering spending more, Veranda needed rigorous measurement and funnel efficiency to maximize the return on their current ad spend. They required an agency that treated marketing as a measurable investment that targeted revenue growth and not vanity clicks.

They partnered with clearmotive to architect an end-to-end buyer journey that tracked high-net-worth prospects from their first online search straight through to the sales centre. By anchoring every campaign decision in data, Veranda shifted from fragmented spending to an analytics-informed acquisition model.

This ensured every dollar was optimized for lead quality, conversions, and closed home sales before scaling the budget.

“Marketing must be treated as a measurable investment, not a cost center. For Veranda, simply driving more traffic wasn't the answer. We needed to find the 'so what' hidden in their data and architect a blueprint that seamlessly bridges strategy, brand, and creative planning with execution to deliver the results that truly matter." Tyler Chishom, CEO, clearmotive

We launched a targeted digital strategy across Google Search, Instagram, and LinkedIn, but we didn't wait for a post-mortem to optimize. When early data revealed that LinkedIn was generating next to zero leads at a high cost-per-click, we ruthlessly cut it. We immediately reinvested that budget into Google and Meta to maximize ROI where audience intent was strongest.

Next, we aligned marketing with the reality in the sales centre.

You can have substantial monthly ad spend and incredible campaigns, but if the handoff between the marketing and sales teams is broken, your conversions will plummet, leaving your campaigns nothing more than cost centers. Through collaboration with Veranda's sales team, we uncovered a critical bottleneck: prospects were surprised by the estate pricing once they engaged.

Instead of hiding the cost, we leaned into it. 

We introduced clear pricing anchors, such as "Starting from $1.2M," directly into the ad creative and on their home page. 

This acted as a strategic filter, pre-qualifying traffic and instantly elevating the quality of the leads entering the funnel.

To bridge the gap between interest and action, we minimized the steps required for a prospect to convert. We implemented Meta Instant Forms to capture high-net-worth buyers directly within the social platforms they were already browsing, automating this data to route in real-time into Veranda's CRM. This narrowed the window between capture and outreach, allowing the sales team to engage while intent was at its peak.

Finally, we translated this luxury digital journey into a real world experience. Stephen, our Director of Brand, worked closely with the Veranda team on the design of the sales centre experience. By aligning the environmental design with our digital messaging, we ensured that the moment a prospective customer walked through the door, they felt the same level of prestige they encountered online and will experience in the show home itself. This closed the loop on the customer journey, creating a unified, seamless brand experience from initial click to final purchase.

The team at Veranda now has a primary tracking infrastructure in place to measure, optimize, automate, and scale for their next growth cycle.

"We don’t just optimize for clicks; we build marketing ecosystems designed for business results. We implemented Veranda's tracking infrastructure with an investment mindset because, at the end of the day, our work only matters if it drives your revenue." Jake Surrey, Director of Digital Marketing, clearmotive

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The integrated strategy delivered immediate, measurable business results. Over six months, the campaign generated 195 high-intent leads for Veranda’s luxury estate homes.

Rather than relying on a single channel, we built a growth marketing foundation where each platform played a distinct, measurable role. Our continuous optimization efforts drastically improved funnel efficiency. Comparing our initial launch to our optimized campaigns four months later, we achieved a 205% increase in total lead volume alongside a 68% reduction in Cost-Per-Lead (CPL).

Furthermore, we successfully expanded Veranda’s market share. 

While early campaigns relied heavily on users already searching for the Veranda brand, our strategic keyword shifts meant that in a single month, six non-branded terms drove 90% of total Google conversions. 

This signalled exceptional new-brand discovery and validated active market demand for Veranda's product.

"Shifting from a difficult-to-measure marketing spend to slashing our Cost-Per-Lead by 68% has been a massive operational win for us. Its moved us away from the frustration of 'guessing' and towards predictable revenue. Having this level of clarity means we aren't just hitting targets today; we have a scalable foundation to drive Veranda’s growth with total confidence over the next year." Rob Hryszko, President & Co-Owner of Veranda

The partnership between Veranda and clearmotive proved that luxury real estate marketing doesn't have to choose between volume and exclusivity. By optimizing their revenue systems that make growth predictable by capturing non-branded intent, we didn't just fill a CRM; we built a sustainable pipeline for Veranda’s future developments. 

Most importantly, this high-intent traffic converted where it matters most, with multiple qualified leads successfully purchasing our luxury estate homes in our prestigious Legacy community.

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