Mah Sing Group · M Grand Minori, a high-rise in Taman Pelangi, Johor Bahru, sold to cross-border investors drawn by the property’s position beside the Singapore rail link. After the M Legasi rebuild, Convx by Z21 applied the same conversion system to a completely different buyer.

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The Challenges

1. A different buyer, the same broken pattern: The buyer is nothing like M Legasi’s own-stay family, but the site had the same problem. It looked premium, yet on paid traffic almost no one registered.

2. The investment case was not surfaced: The starting price was not anchored anywhere up front, and the RTS-link proximity, the whole reason to buy, did not appear early.

3. No single obvious action: A Register pill and a floating WhatsApp button split the buyer’s attention, so nothing owned the next step.

4. Detail hidden where it mattered: Layouts sat inside a “Smartly Designed” carousel that was hard to compare, registration was one form at the bottom behind a reCAPTCHA and a long consent paragraph, and take-up and developer proof sat below the fold.

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Key Objectives

1. Lead With The Investment Case, Not The Brochure

2. Make All Six Layouts Comparable On Price

3. Bring Registration To The Buyer

4. Prove The System Repeats On A New Audience

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The Solution

One win can be luck. So we applied the same playbook to a completely different buyer, and let the numbers decide.

1. As with M Legasi, we rebuilt the page as a clone with the identical offer and ran it side by side against the original on the same Paid Search traffic. Same three moves, tuned for the investor.

2. Primary metric: T2L, registration submissions divided by new users, measured weekly and cleaned of test and ghost events.

3. Fair comparison: Google Paid Search, the only channel the clone and the original share at volume.

4. Source of truth: a server-side pipeline logs every real submission once, with its source, against a defined conversion target on qualified paid traffic.

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Use Case 1: A Hero That Leads With The Investment Case

The hero was rebuilt on the same principles, but for this buyer the investment case leads: the price is anchored up front, and the distance to the RTS station sits in the first screen.

Call to action: One clear “Register Now” owns the next step, in place of a Register pill and a floating WhatsApp button.

Scarcity: An urgency bar carries “Tower A 90% taken up, from RM332,000” in the first screen, where take-up was not surfaced before.

Price: From RM332K sits plainly in the hero, so the investor can qualify instantly.

Cross-border pull: 3 km to Bukit Chagar RTS is anchored in the hero, leading with the reason to buy.

Trust: Developer track record and sales-gallery hours appear up front instead of below the fold.

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Use Case 2: The Units, Priced And Open, Not Hidden Behind A Click

The units told the same story as M Legasi. Where the original buried its layouts in a carousel, the rebuild lays out all six types with price, size and a floor plan that opens in place.

Layouts: All six layout types are laid out and tabbed, easy to compare side by side.

Price: A from RM332K price on every type, so the investor self-qualifies.

Specs: Built-up sqft, configuration and own-stay-or-rental fit show on each type, where the buyer had to dig for the basics before.

Guidance: A “Popular” tag points to the best-selling type.

Depth: Floor plan and instalment calculator open in place, instead of learning more meaning a call to sales.

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Use Case 3: Register In A Tap, Not A Scroll

Registering was rebuilt the same way, with the same three touchpoints and the same field-level help.

Where: A quick-register, a sticky bar and the drawer it opens, in place of a single “Register Now!” form at the bottom of the page.

Value: The drawer opens with “You’ll receive”: layout, full pricing and loan help, where a blank “Submit” offered nothing in return.

Fields: +60 phone auto-format and email typo correction, so contacts arrive clean.

Friction: The reCAPTCHA and the long consent paragraph are both removed, with trust cues sitting on the form instead.

Reply: “Instant WhatsApp reply” tells the buyer they will hear back at once, where no expectation was set before.

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The Outcome

The outcome held. On the traffic both sites shared, the rebuild converted at more than six times the original site’s rate, and it cleared the target on blended paid traffic too. A pattern that repeats on two audiences this different is no longer a lucky redesign. It is a system.

Results:
+518% lead conversion on like-for-like Paid Search
6.2x the original site’s conversion rate on paid search
+10% higher engagement rate on Paid Search, on the same traffic
+15% longer sessions on the rebuilt site, on the same traffic
2 of 2 audiences where the same system cleared the conversion target

The same architecture cleared target on an own-stay township buyer and a high-rise investor. That is what turns a good result into a playbook: the wins are channel-driven and transferable, not tied to one project. With two projects proven, the next moves are the straightforward ones: scale the media on the winning sites, migrate the search equity across, and run the same build on the remaining launches.

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About the figures. Lead conversion is traffic-to-lead: registration submissions as a share of new users, compared on like-for-like Google Paid Search, the one channel the original and rebuilt sites share. Uplift is the relative increase in that rate, rebuilt versus original. Results are measured over the April to July 2026 test window and are statistically significant. Absolute traffic and lead counts are held back for client confidentiality.