Concept Study
StrategySpace & Sanctuary — Lead Generation Concept
Fixing lead quality, not just lead volume, for a high-end design studio
Concept study
This is self-initiated work. It was not commissioned by a client, was never presented to one, and no part of it was implemented. It is published to show how we think, not what we have delivered.
- Client
- Space & Sanctuary — invented studio, concept study
- Industry
- Interior design
- Year
- 2026
- Timeline
- Self-initiated
What was produced
- Current vs proposed funnel model
- Self-qualification flow design
- Ad architecture and scripts
- SWOT and competitive read
- Rollout plan with split-test stage
- Tiered scope options
Read the full plan
The complete document, as it was written. No signup required.
Overview
Space & Sanctuary is an invented studio used to work a real problem end to end: an interior design firm with a strong portfolio, inconsistent enquiry flow, and leads that mostly do not match its aesthetic or its budget. The study covers current-versus-proposed funnel economics, the ad architecture behind it, and a phased rollout.
The Challenge
Buying leads produces volume and very little else. At a typical cost per lead, only a fraction fit a high-end studio's aesthetic or budget — so the sales team spends its time on consultations that were never going to convert. The question the study set out to answer: can a studio spend the same money on attracting and self-qualifying its own leads, and end up with fewer but better ones?
The Approach
01
Model the funnel before changing it
Current cost per lead, conversion rate and qualified proportion, set against a proposed model — so the argument is arithmetic rather than assertion.
02
Make the lead qualify itself
A pricing guide, a style quiz and a chat-led qualification step mean budget and aesthetic fit are established before anyone books a consultation.
03
Build ads around the real objection
Not aspiration — fear of spiralling cost and compromised detail. The ad narrative names that directly and answers it.
04
Sequence the rollout
Discovery, design mapping, approval, a split-test phase using a fixed share of first-month spend, then launch of the winning pairings.
What We Delivered
- Current-versus-proposed funnel model
- Self-qualification flow: pricing guide, style quiz, chat step
- Ad architecture — omni-present, trust and main offer
- SWOT and competitive read
- Phased rollout plan with a split-testing stage
- Tiered scope options
Built with
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