CASE STUDY — REAL ESTATE

Agent Team

A Canberra real estate agency competing in one of the most crowded, trust-dependent markets in the country. Strong agents, strong results - but no system to build relationships before prospects were ready to act.

THE BRIEF

Own a clear position in the Canberra real estate market as the go-to knowledge base for anyone thinking about buying, selling, or investing - and build the system to capture, segment, and nurture those audiences long before they were ready to make a move.

01 Foundation

Real estate is one of the hardest categories to build a sustainable marketing system in. Every agent claims to get results. Every agency runs ads. The inbox is noisy, the trust bar is high, and most people spend months - sometimes years - thinking about a property decision before they take any action.

Agent Team came to us wanting something different from the standard real estate marketing playbook. Not just listings promotion, not just "call us for a free appraisal." They wanted to own a position of genuine authority in the Canberra market - to be the resource that buyers, sellers, and investors actually found useful, long before they were ready to transact.

THE PROBLEM

A capable, results-driven agency with no structured way to capture and nurture prospects outside of active listings. The database was underutilised, audiences weren't segmented, and there was no communication system in place to stay relevant and build trust with people across what can be a very long consideration period. In a market driven by relationships and reputation, there was no scalable way to maintain those relationships at volume.

STRATEGY SESSION

We worked with the Agent Team to map their three core audiences - buyers, sellers, and investors - and define what each group actually needed from a real estate brand before they were ready to commit. The insight was clear: each segment has completely different triggers, timelines, and information needs. A seller wants to know what their property is worth and whether now is the right time. A buyer wants to understand the Canberra market without feeling pressured. An investor wants data, strategy, and confidence in the numbers. One message couldn't serve all three.

POSITIONING & MESSAGING

Agent Team's positioning: the go-to knowledge base for anyone thinking about property in Canberra. Not the loudest agency in the market - the most useful one. The campaign platform was built around education and trust, establishing Agent Team as the resource people turned to first, so that when the moment to act arrived, Agent Team was already the relationship they had.

02

Insight

Property decisions in Canberra don't happen overnight. The research phase for both buyers and sellers can run six to eighteen months before any action is taken. That's the window - and most agencies aren't in it.

AUDIENCE RESEARCH

We mapped three distinct segments with separate behavioural profiles, decision triggers, and content needs.

Sellers are typically driven by a life event - upsizing, downsizing, relocation, or a change in circumstance. They're researching quietly, getting appraisals, watching the market. They want to know: is now the right time, and can I trust this agent to get me the best result?

Buyers are navigating a market they often don't fully understand. They're comparing suburbs, attending open homes, and building their knowledge base over months. They want education, not pressure. They want to feel informed before they commit.

Investors are numbers-driven and strategic. They want yield data, market insights, and confidence that the agent understands the investment landscape - not just the emotional side of property.

Each segment required its own funnel, its own lead magnet, and its own communication sequence.

COMPETITOR REVIEW

We assessed how Agent Team's competitors were showing up across digital channels. The category default is listings-led advertising - property photos, prices, and sold stickers. Almost no one was investing in the pre-market relationship with buyers and sellers who weren't yet active. That gap was Agent Team's opportunity: be present, be useful, and be trusted before the competition even enters the conversation.

THE INSIGHT THAT DROVE EVERYTHING

The agent who wins the listing is usually the agent who was already in the relationship. The same applies to buyer conversions - people transact with the agent they've been learning from. Building that relationship at scale, across all three audience segments, before the moment of decision - that was the entire strategic objective. Every funnel, every email, every ad was built to earn that trust over time.

03

System

The infrastructure we built for Agent Team was designed around one principle: the right message, to the right audience, at the right stage of their decision journey - automatically.

Audience Segmentation — designed the full segmentation architecture across three distinct audience types: buyers, sellers, and investors. Each segment operates within its own pipeline, with separate tagging logic, lead source tracking, and communication sequences that reflect where they are in the decision cycle.
GHL Pipeline Build — built the sales pipeline and contact management environment in Go High Level, with automated tagging on lead capture to correctly route each enquiry into the appropriate audience segment and nurture sequence.
Funnel Architecture — designed and built two targeted lead generation funnels - one for sellers, one for buyers - each with its own landing page, lead magnet, form, and automated delivery sequence. Each funnel was built to capture contact details in exchange for high-value educational content, growing Agent Team's segmented database.
Automation Flows — built the complete automation ecosystem across all three segments, covering lead capture and immediate response, nurture sequence enrolment based on segment and behaviour, video course drip delivery, re-engagement logic for cold leads, and follow-up triggers at key decision-point moments in the consideration cycle.
Email & SMS Automation — built the full email and SMS communication infrastructure across all three audience segments, including automated nurture sequences, video course delivery, behavioural triggers, and targeted campaigns tailored to each segment's specific information needs and decision timeline.

04

Creation

The creative work for Agent Team was built around a single strategic idea: become the most useful resource in the Canberra property market before a prospect is ready to call anyone.

Campaign Strategy — full campaign strategy developed across buyer, seller, and investor segments, defining the messaging platform, content approach, and channel mix for each audience.
10-Part Video Course — produced and structured a 10-part educational video course drip-fed to Agent Team's database based on individual audience segment preferences. The course positioned Agent Team as the authoritative guide for anyone navigating the Canberra property market - building trust and credibility over time through genuine education rather than sales-led messaging.
Lead Magnets — developed targeted lead magnets for the buyer and seller funnels, designed to capture high-intent contacts in exchange for relevant, valuable content - market guides, buying checklists, selling preparation resources - each connected to automated delivery and segment-specific nurture sequences.
Landing Pages — designed and built segment-specific landing pages for the buyer and seller funnels, each structured to convert interest into lead capture with clear value exchange and minimal friction.
Email Campaigns — produced targeted email campaigns across all three audience segments - buyers, sellers, and investors - with messaging tailored to the specific information needs, decision triggers, and trust-building requirements of each group.
SMS Campaigns — built SMS communication sequences across audience segments to support the email nurture flows, deliver timely touchpoints at key decision moments, and maintain visibility with prospects across longer consideration cycles.
Meta Ads — produced Meta advertising creative across Facebook and Instagram for all three audience segments, driving traffic into the appropriate funnel for each audience and building the segmented database through targeted lead generation campaigns.
Digital Display Ads — All Homes — ran digital display advertising across All Homes to capture in-market audiences actively browsing property in Canberra - people already in research mode — and feed them into the top of the funnel for nurture and conversion.

05

Activation

With the funnels live, the automation built, and the creative produced, the campaign was activated across paid and owned channels simultaneously — designed to work as a connected system, not a collection of individual tactics.

MEDIA PLANNING

The media strategy was built around the three audience segments and their distinct channel behaviours. All Homes display captured active in-market buyers and sellers at the moment of research. Meta reached the broader consideration audience - people thinking about property but not yet actively searching - with education-led content that built awareness and drove funnel entry. Email and SMS maintained the relationship once a lead was captured and segmented.

MEDIA BUYING & MANAGEMENT

Meta campaign managed across buyer, seller, and investor audience sets with creative and landing page matched to each segment. All Homes display campaign managed to drive top-of-funnel traffic from active property browsers. All campaign traffic routed through the appropriate funnel with GHL automation triggered on lead capture.

CHANNEL RATIONALE

Real estate is a high-trust, long-cycle category. The channel mix was designed to reflect that - All Homes captured active intent, Meta built the relationship during the consideration window, and the email and SMS automation maintained presence through what can be a months-long journey from first touch to transaction-ready conversation. Each channel had a specific role in moving prospects along the funnel, not just generating impressions.

06

Evolution

The result was a growing, segmented database of buyers, sellers, and investors - warm, educated, and ready to remarket to across Meta and email when the moment to act arrived.

Database Growth Monitoring — ongoing tracking of lead volume and segmentation accuracy across all three audience funnels to ensure the database is growing with the right contacts in the right segments.
Campaign Performance Review — regular review of Meta and All Homes campaign performance including cost per lead, funnel conversion rates, and audience engagement across the video course and email sequences.
Automation Optimisation — ongoing review of email open rates, click-through rates, and SMS engagement across all three nurture sequences to identify drop-off points and refine messaging and timing.
Remarketing Activation — with a warm, segmented audience built across buyers, sellers, and investors, the database becomes an increasingly valuable remarketing asset - enabling targeted campaigns to contacts who are educated on Agent Team's approach and significantly closer to a transaction decision.
Ongoing Opportunity Identification — as market conditions shift and new triggers emerge, the campaign content and lead magnets can be updated to reflect current Canberra market dynamics, keeping Agent Team's positioning as the most relevant and current resource in the market.

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The Henry

In a city where everyone knows someone who knows you, your reputation often arrives before you do. A drip-feed campaign - like a 10-part video series delivered over weeks - lets you shape that reputation deliberately. Each video shares your expertise, your thinking, your way of working.