The market moves faster than a set and forget campaign
New home loans fell 5.4% in one quarter to 134,225, and investor loans fell 8.6%, on the ABS lending indicators for June 2026. Cotality's September index recorded a 0.9% national fall in August, the fifth monthly decline in a row. Enquiry patterns change with those numbers. An ad angle that pulled the right refinancer in March pulls a different person in September.
What happens each week
The loop is simple and it is written down.
- Read which sources produced leads that answered the phone, and which produced leads that did not
- Cut the sources that faded, and move spend to the ones holding up
- Fold in your feedback: which leads booked a meeting, which went nowhere, and why
- Adjust the criteria if the enquiries are drifting from what you asked for
- Raise volume only once the leads at the current level are still holding up
Your feedback is half the loop
Tell us which leads booked and which did not, and it goes back into the targeting. Accounts that send nothing back get tuned on our data alone, which is a slower road to the same place. The feedback also drives the refinance lead generation and purchase campaigns differently, because the signals that matter are not the same.
Scaling in steps
Volume rises in steps rather than one jump. Ask for more only after the contact rate at the current level has held for a couple of weeks. That is the same advice we give a broker starting on a low volume in one state, and the reason a pay per lead campaign can be stopped without a loss.
Who this is not for
A broker who wants to set a campaign and never hear about it again. The loop needs a few minutes of your feedback each week to work well. Without it the campaign still runs, tuned on our data alone, but it takes longer to settle on the sources that suit your book.
What it costs
Nothing separately. Optimisation is inside the fixed cost per lead agreed before the campaign runs. There is no management fee for the weekly work, no retainer and no lock in.