---
title: "UK homebuilders: 70% lower CPL vs property portals | Outra"
description: "A 30-day head-to-head test of Outra household audiences against a major UK property portal audience across five new-build developments."
url: "https://outra.co.uk/case-studies/homebuilders-outperforming-property-portals"
---

# UK homebuilders: 70% lower CPL vs property portals

[All case studies](/case-studies)

UK homebuildersProperty & real estate

# Outra outperforming property portals for homebuilders

70% reduction in CPL and 43% higher click to conversion

## Results

Lower CPL vs portal targeting

70%+Lower CPL vs portal targeting

Lead volume on 80% lower spend

2xLead volume on 80% lower spend

Higher click to conversion rate

43%Higher click to conversion rate

Outra delivered a blended £29.58 CPL versus £100.35 for the property portal platform audience.

## The test

A 30-day test of Outra audience data versus a major UK property portal audience, run across five varied new-build developments so results were not dependent on a single site, price point or region.

## What happened

- 70%+ lower CPL versus portal targeting, at a blended £29.58 CPL against £100.35
- Despite 80% lower spend, Outra generated 2x the lead volume
- 43% higher click to conversion rate, so more of that volume progressed

## Why it worked

Portal audiences are built from portal browsing behaviour, which skews to people already deep in a search and shared with every competing developer. Outra models household-level movement and affordability signals across UK homes, so campaigns reach qualified buyers before and beyond the portal window.

## Site-level CPL comparison

__Site-level CPL comparison__
| Development | Outra CPL | Property portal CPL | Outra CPL improvement |
| ----------- | --------- | ------------------- | --------------------- |
| Site 1      | £23       | £117                | 80%                   |
| Site 2      | £64       | £209                | 69%                   |
| Site 3      | £21       | £60                 | 65%                   |
| Site 4      | £38       | £60                 | 37%                   |
| Site 5      | £41       | £69                 | 40%                   |

## Brands in this test

- ![Miller Homes logo](/assets/miller-homes-B2wq9Rax.png)
- ![Lovell logo](/assets/lovell-BIhFmJhX.png)
- ![Keepmoat Homes logo](/assets/keepmoat-homes-CJtwqV5x.png)
- ![Wain Homes logo](/assets/wain-homes-BBVE8YLf.png)
- ![Redrow logo](/assets/redrow-DwghvrnC.png)

## At a glance

Client

UK homebuilders

Sector

Property & real estate

Headline result

70% reduction in CPL and 43% higher click to conversion

[Book a demo](/demo)

## Could this work for your campaigns?

We'll build the household audience for your market and show you the reach before you commit.

[Book a demo](/demo)[Ask us a question](/contact)

## More case studies

[Property & real estate![Birchgrove logo](/assets/birchgrove-DqNkYyzL.png)205%+ leads at 75% lower CPL with household-level intelligenceRead](/case-studies/birchgrove-restricted-category-targeting)[Property & real estate![UPSTIX logo](/assets/upstix-IbquzNvq.png)2x engagement and 2.4x CTA conversion with agentic qualificationRead](/case-studies/upstix-agentic-lead-qualification)[Property & real estate![Galliard Homes logo](/assets/galliard-homes-YINI4dEN.png)31% higher CTR and 55% higher CVRRead](/case-studies/galliard-homes-wimbledon-ppc)