SDA Data / BoomScore: 326 Opportunities Generated Through Cold Email

Campaign Overview

SDA Data, led by Michael Fuller, partnered with Lead Gen Jay to build and launch a cold email system for its Australian property investment ecosystem. The campaign centered on two related offers: SDA Data and BoomScore.

SDA Data helps investors evaluate Specialist Disability Accommodation (SDA) opportunities in Australia, where NDIS-backed rental income can create a compelling property investment model. The offer combines real estate, government-backed rental demand, disability housing, compliance, and location selection into a single investment framework.

BoomScore is Michael's property intelligence platform. It helps investors evaluate Australian suburbs using supply-and-demand data so they can identify stronger capital growth opportunities and avoid weak locations. Suburbs are ranked based on growth potential, giving investors a data-backed way to evaluate where to buy.

Together, the two offers gave the campaign a strong positioning foundation: help Australian property investors make better investment decisions using data, then introduce SDA opportunities as one application of that data-driven approach. Lead Gen Jay built and managed the outbound campaign infrastructure, developed the messaging strategy, organized campaign sequences in Instantly, supported campaign launch, and helped optimize the account based on performance data.

The Strategic Approach

The campaign required more than a standard lead list and generic property investment messaging. Michael's market sits in a nuanced category. Specialist Disability Accommodation can be attractive to investors because of government-backed rental demand and strong potential yields, but it is also a complex space. Investors need to understand compliance, location risk, vacancy risk, and the difference between a theoretically strong market and a genuinely strong investment opportunity.

To support that, the campaign used multiple outbound angles across:

• SDA Data positioning
• SDA investment education
• Disability housing fund positioning
• BoomScore for real estate investors
• BoomScore for SMSF investors
• Dormant and reactivation audiences from Michael's existing network

This gave the campaign room to test different entry points into the same broader property investment ecosystem. Some campaigns introduced the SDA opportunity directly. Others led with BoomScore's suburb-scoring and property intelligence angle. The reactivation campaign brought Michael's existing credibility back into the conversation by reminding prospects of his previous work in property data and suburb ranking.

The overall strategy was to identify which message generated the strongest response, then use the performance data to clarify the best path forward.

Key Metrics

Across the full Michael Fuller account, Lead Gen Jay generated the following results:

• Emails Sent: 95,887
• Unique Replies: 547
• Opportunities Generated: 326
• Unique Reply Rate: 0.57%
• Bounce Rate: 1.01%

The campaign produced a meaningful volume of conversations and opportunities across Michael's property investment ecosystem. Across nearly 96,000 outbound emails, over 500 prospects engaged with the messaging and more than 300 moved into active opportunity status.

Best-Performing Campaign

The strongest individual campaign was the BoomScore Dormant/Reactivation campaign, which outperformed all other segments by a significant margin. This campaign re-engaged prospects who were already familiar with Michael or his previous property data work, giving the outreach a foundation of recognition and trust rather than asking recipients to understand a new offer from scratch.

The top-performing segment results were as follows:

• Emails Sent: 14,380
• Unique Replies: 381
• Opportunities Generated: 299
• Unique Reply Rate: 2.65%
• Opportunity Rate: 2.08%

This performance showed the strength of Michael's existing market credibility and validated BoomScore as a powerful front-end message for engaging property investors. With a 2.65% unique reply rate from a reactivation audience, this segment alone accounted for the vast majority of total opportunities generated across the entire account.

Success Factors

Clear Property Investment Positioning

The campaign focused on a real market need: investors want better data before making property decisions. Whether the conversation started with SDA Data or BoomScore, the underlying message was that location selection, supply-and-demand analysis, and suburb-level intelligence matter when evaluating Australian property opportunities. This gave the outreach a grounded, practical angle that resonated with serious investors.

Data-Led Messaging

Rather than relying only on broad investment claims, the strongest messaging emphasized data. BoomScore gave prospects a concrete reason to engage: it helped them understand whether a suburb or property had strong growth fundamentals. This made the outreach more tangible and easier for prospects to respond to compared to generic investment pitches.

Founder Credibility

Michael had existing credibility in the Australian property data space. Lead Gen Jay used that credibility in the campaign by positioning him as the operator behind BoomScore and related property intelligence tools. This helped the outreach feel more relevant and grounded, particularly for reactivation audiences who already associated Michael with property data expertise.

Testing Multiple Angles

The campaign did not rely on a single message. Lead Gen Jay tested several positioning angles across SDA, BoomScore, SMSF investors, general real estate investors, and reactivation audiences. This created a clearer view of what the market responded to and helped identify the best-performing path — which turned out to be leading with data-driven suburb intelligence rather than the SDA investment offer directly.

Strong Reactivation Strategy

One of the most successful parts of the campaign came from re-engaging people who were already familiar with Michael or his previous property data work. That segment generated a disproportionately high volume of opportunities because it started with recognition and trust rather than asking recipients to understand a new offer from scratch.

Low-Friction Call to Action

The campaign worked best when the ask was simple and reply-friendly. Instead of forcing prospects directly into a sales process, the messaging invited them into a practical property-data conversation. That made it easier for interested prospects to respond and gave Michael's team a natural opening for follow-up discussions around SDA and BoomScore opportunities.

Conclusion

Michael Fuller's campaign demonstrates how cold email can generate meaningful opportunities in a complex investment category when the strategy combines strong positioning, segmented messaging, and real performance analysis. Across 95,887 emails, the campaign generated 547 unique replies and 326 opportunities — validating both the outbound approach and the demand for data-driven property intelligence in the Australian market.

The results showed that Michael's property data credibility, especially through BoomScore, was a powerful driver of engagement. The reactivation segment alone generated 299 of the total 326 opportunities, underscoring how existing trust and brand recognition can dramatically amplify cold email performance when leveraged correctly.

Lead Gen Jay helped SDA Data and BoomScore build the outbound infrastructure, develop campaign messaging, launch campaigns in Instantly, and identify the clearest path for future growth. The campaign's biggest lesson was that data-led property intelligence created the strongest entry point. By leading with practical insight around suburbs, location selection, and investment quality, the campaign gave prospects a reason to respond and opened the door for deeper conversations around SDA and related property investment opportunities.