Paid acquisition for the property-investment funnel — the customer, the offer, the economics, and the regulatory box the creative has to live inside. Max advises on performance; this is what he needs to do it.
There's already a proven, staffed human pipeline. Max feeds qualified, consented, appointment-ready leads into the top of it — paid inbound alongside the existing outbound motion.
Win = cost per qualified appointment that survives to settlement, not cost per form-fill. That forces offline-conversion feedback (a build job on our side).
An in-house sale is worth ~$35k. Allowable CAC sits in the low-thousands — so we can afford to chase quality and ignore cheap junk.
AU property + tax + retirement is regulated-adjacent. We can't run "$X/week, retire rich, save $Y tax." SMSF is out entirely. See the Hard Gate.
The only thing platforms ever see is first-party pixel signal from our own pages. No contact-list uploads / custom audiences — closed by design.
The existing pipeline is an outbound machine. Max's job is to attach a paid-inbound motion to the front of it and hand off at the qualified-lead node.
A "qualified lead" we can hand a human means, at minimum:
The landing page should do as much of this qualification as possible before a human is spent — this is where paid inbound beats cold data (self-selection). Junk/renter leads get suppressed, not passed on.
| Attribute | Profile |
|---|---|
| Tenure | Owns a home, almost always with a mortgage (we need the equity story). Renters are out. |
| Equity | Usable equity in the principal residence — the strategy leverages off it. |
| Income | PAYG / self-employed earner paying meaningful tax (the tax angle only lands if they pay tax). |
| Life stage | Pre-retirement, typically mid-30s to mid-50s — horizon to build, plus equity + income. |
| Mindset | Worried about a retirement shortfall; wants to pay the home off faster; feels they pay too much tax. |
| Stage | Mostly first-time / early property investors (some have one IP already). |
The offer: a free, no-obligation Stage 1 strategy session — an educational consult about how homeowners use equity and structure to invest, pay the home down faster and prepare for retirement. Education-led, not "get rich."
| # | Event | Fires when | Signal |
|---|---|---|---|
| 1 | Lead | Landing-page form submit | Weak — volume, includes junk |
| 2 | Qualified Lead | Passes scrub (homeowner+income+consent) | The real top-of-funnel |
| 3 | Appointment Booked | Setter books Stage 1 | Strong intent |
| 4 | Consult Attended | Confirmer + consultant | High-value mid-funnel |
| 5 | Settlement | Deal completes (weeks/months later) | The money event |
Optimise toward #2–#4, not #1 — which depends on us piping CRM-stage events back to the platforms (see Tracking). Until that exists, treat "cheap lead" numbers with suspicion.
Anchor: in-house property sale ≈ $35,000 contribution indicative · confirm w/ Marty
| Step | Rate (TBC) | Running yield |
|---|---|---|
| Qualified lead → appointment booked | 50% | 50% |
| Booked → Stage 1 seen | 60% | 30% |
| Stage 1 seen → progresses (finance+property) | 40% | 12% |
| Progresses → settlement | 30% | ~3.6% |
The point isn't the exact numbers — it's that $35k deals give real room (hundreds of dollars per qualified lead). We'd rather pay more for a lead that settles than win on cheapest-lead. Marty owns the acquisition-share target and supplies the real conversion rates.
The binding section. AU + property + tax + retirement = a regulated-adjacent advertising environment. Design inside this box. Full cited detail in the Receipts below.
| Claim | Risk | Note |
|---|---|---|
| "only $X / week" (e.g. the "$3.76/week" math) | Very high | Omits true costs. Fine in a private fact-find; dangerous in a public ad. |
| Guaranteed / implied returns or growth | Very high | Needs reasonable grounds + substantiation. |
| "Government approved" / ATO / ASIC references | High | ACCC flags this as a classic spruiker device. |
| "Save $Y in tax" as an outcome | High | Safe form: "potential benefits like negative gearing & depreciation — ask your accountant." |
| "Retire earlier / fix your shortfall" | High | ASIC 2025 priority. Shortfall as problem framing OK; as a promised solution not. |
| Testimonials ("John made $200k") | High | Must be verifiable + representative. |
| "Free seminar/session" that hides sales purpose | Med-high | Exactly what the Jun-2026 RG 234 update targets. |
Safe spine: education-led, free strategy session, general benefit language, balanced risk mention, and a visible "general information only — not personal financial advice" disclaimer.
Max specs the exact event schema (names, when they fire, value params); we build to it.
Public law/policy. Not legal advice — the broker's licensee + a lawyer sign off before launch.
| Area | Hard constraint | Practical limit |
|---|---|---|
| AFSL | No AFSL for direct-property ads (SMSF gone = good). | Keep claims general; "general info only" disclaimer. |
| ACL / NCCP | Broker ACL number on credit ads; comparison rate with any rate. | Run broker ads separately under their licence. |
| ASIC RG 234 (9 Jun 2026) / ACCC | No guarantees, no unsubstantiated $/tax claims, no "govt approved," no disguised-sales funnels. | Specific weekly-cost / tax / retirement-certainty claims are enforceable violations. |
| Meta SAC | Housing (property) / Credit (finance); no interest/demo/lookalike; personal-attributes ban. | Targeting = broad + geo + creative self-selection. |
| Property likely unverified-OK; finance needs ACL + G2RS verification. | Verify broker before finance search campaigns. | |
| Custom audiences | Consent per individual; no purchased lists; hashing ≠ exemption; Meta restricts financial-status audiences (Sep 2025). | We don't use them — first-party pixel/CAPI only. |
Sources: ASIC RG 234 · ASIC – financial product advice · ASIC 13-304MR (SMSF) · ASIC 24-252MR (priorities) · ACCC – spruiker false reps · ACCC – scheme warning · NCCP guide · Meta – choosing a SAC · Meta – financial products policy · Meta – custom audience terms · Google – AU FS verification · Google – FS policy · OAIC APP 7 · LiveRamp – Meta restrictions