Hadley Heights — off-plan launch in Jumeirah Village Circle
A 216-apartment residential development in JVC, designed and developed in the UK by British architects and interior designers. The campaign needed to convert interest into qualified, contactable investor leads rather than simply build awareness, so the landing page and the creative were built as one system.
- Location
- Jumeirah Village Circle, Dubai
- Scale
- 216 apartments and retail outlets
- Unit mix
- 1 and 2 bedroom apartments
- Entry price
- From AED 1 million
How this was approached
The brief behind the page
Hadley Heights is one and two bedroom apartments in Jumeirah Village Circle, from AED 1 million. JVC is one of the most competitive addresses in Dubai for off-plan: a buyer comparing it is looking at a dozen towers within the same few streets, at overlapping prices, all promising the same amenity list. A launch page in that market is not judged on how good it looks. It is judged on whether it answers a comparison faster than the next tab.
So the page was built around one question: is this the right building for me, at the right price, in the right place. Everything that did not help answer that was cut, including the long-form lifestyle copy that usually opens a development page and that nobody comparing four towers actually reads.
Decisions that shaped it
The price qualifier sits in the hero rather than halfway down. Putting "from AED 1 million" above the fold loses clicks from people who were never going to buy, which looks like a worse page on a traffic report and produces a better cost per qualified lead. That trade is only worth making when the same person owns both the page and the campaign spending against it.
Request a Callback became the single primary action, with the form short enough to complete on a phone in a lift. Every additional field on an off-plan enquiry form costs completions, and the fields that matter for a first conversation are name, phone and email. Qualification happens on the call, not in the form.
Check Construction Progress sits as a clearly secondary route. Existing buyers arrive on the same page looking for updates, and without somewhere to go they either fill in the enquiry form and pollute the lead list, or they leave. Giving them their own path keeps the primary call to action clean for new traffic.
What was delivered
A full desktop landing page built for the launch, with the hero, the pricing and unit mix, the amenity set, the location context and the enquiry path. It was designed against the campaigns that would point at it rather than handed over for someone else to drive traffic to.
Because the same person built the page and ran the campaign, the ad copy and the page opening say the same thing. That sounds trivial and is the most common leak in paid property marketing: the ad promises a price or a view, the page opens on something else, and the bounce is blamed on the audience.
Lead capture landing page
Built around three conversion decisions: the price qualifier (from AED 1 million) sits in the hero so unqualified traffic self-selects out before filling a form; a callback form is visible above the fold with a UAE-formatted phone field; and a free brochure download acts as a second, lower-commitment entry point further down the page for visitors not ready to speak to a broker.
Campaign carousel
A five-slide carousel that front-loads the visual and holds the detail — location, scale, unit sizes, interiors — for later slides, so a scroller gets the hook and a genuinely interested buyer gets the specification. Deliberately built on a light, editorial template distinct from the darker LEOS brand system, so development campaigns read as their own product without leaving the parent identity.
