The Melbourne numbers
Victoria recorded 23,539 new owner occupier loans in the June quarter of 2026, the most of any state, at an average of $664,000, on the ABS lending indicators. Melbourne's median dwelling value was $786,718 in August, down 1.1% in the month and 4.7% over the year, on Cotality's index. The state's population grew 1.7% in the year to December 2025 with a net loss of just 685 people to other states, on the ABS population release.
A growing population buying into a market that has been falling for a year is a purchase market: more first home buyers, more upgraders, and investors who have noticed the price.
Which lead types Melbourne produces
Purchase and first home buyer enquiries lead. The 5% deposit scheme's Melbourne cap is $950,000 on the government's table, which covers most of the city at the current median, and 54% of Victorian first home buyers were considering rent-vesting in Westpac's survey. Refinance enquiries are steady rather than dominant, because the average loan is smaller and the rate gap matters less.
What a Melbourne record carries
The fields a Melbourne campaign adds to the standard record.
- Purchase, first home, investment or refinance, with the scheme question for first home buyers
- Deposit and its source, since more Melbourne enquirers are first time buyers
- Rough loan amount and employment type
- Region of Melbourne or regional Victoria
- Timing in the enquirer's own words, plus the time stamp and consent record
Volume against quality
Because Victoria produces the most enquiries, a Melbourne campaign is the one most likely to overrun a broker's callback capacity. Start on a low volume and scale in steps once the contact rate holds. Every enquiry is phone verified by SMS, checked for duplicates and screened on finance before delivery; fewer than 5% of leads cleared by the PrimeProof screen fail on finance, against 51.8% of the high income property enquirers we measured.
Who this is not for
A broker who wants only large refinance loans. Melbourne produces plenty of refinance enquiries, but the average loan is $664,000 and the mix skews to purchase. Set a loan floor in the criteria if that is what your book needs, and expect a smaller flow.
Pricing
A fixed cost per verified lead agreed before the campaign runs, no retainer, no lock in. Records are exclusive to you and delivered live into your CRM. Invalid leads are reviewed within five business days and replaced or credited when confirmed.