When it comes to real estate marketing in a competitive Melbourne suburb like Coburg, simply listing properties online is no longer enough. Agents need to stay top-of-mind with both sellers and buyers—consistently, strategically, and at scale.
That’s exactly where Boost Your Brand stepped in.
In this case study, we break down how we helped Ray White Coburg dramatically increase their digital presence, generate a steady stream of qualified leads, and build a scalable marketing system using targeted Meta (Facebook & Instagram) campaigns.
Client Overview
Client: Ray White Coburg
Industry: Real Estate
Our Services Delivered: Meta Advertising (Facebook & Instagram), Lead Generation Strategy, CRM Integration
Ray White Coburg is a well-established real estate agency operating in one of Melbourne’s most active property markets. With consistent property turnover and a need to generate both seller and buyer leads, they required a solution that could deliver results daily—not just occasionally.
Project Overview
Boost Your Brand partnered with Ray White Coburg to develop and execute a dual-campaign Meta advertising strategy focused on:
- Generating seller leads (appraisals)
- Building a strong buyer database (email subscribers)
- Automating lead flow into their CRM
- Supporting internal sales teams with consistent, qualified enquiries
Rather than relying on traditional real estate marketing methods alone (like portals or signboards), this strategy focused on owning the audience and building long-term marketing assets.
The Challenge
Real estate agencies face a unique challenge:
- You need sellers to list properties
- But you also need buyers ready to purchase
Without both sides of the equation, growth stalls.
Ray White Coburg had an existing presence, but like many agencies:
- Their social media audience was underutilised
- Lead generation wasn’t consistent day-to-day
- Buyer and seller pipelines weren’t being actively built through paid digital channels
- There was no scalable system feeding leads directly into their CRM
They needed a solution that would:
✔ Generate consistent daily leads
✔ Build a high-quality audience
✔ Support both sides of the property market
✔ Integrate seamlessly with their internal systems
The Strategy: Dual Campaign Approach
To achieve this, Boost Your Brand implemented a two-pronged Meta campaign strategy, each targeting a different stage of the property journey.
1. Seller Campaign – Free Appraisals & Market Updates
The first campaign focused on attracting homeowners looking to sell.
Key Offer:
- Free property appraisals
- Local market updates
Why This Works:
Selling a home often starts with curiosity:
- “What’s my home worth?”
- “Is now the right time to sell?”
By offering value upfront, we captured high-intent prospects early in their decision-making process.
Targeting Strategy:
- Homeowners in the Coburg and surrounding suburbs
- Interest-based and behaviour-based targeting
- Retargeting users who engaged with previous content
Creative Approach:
- Clean, professional visuals aligned with Ray White branding
- Clear call-to-actions such as:
- “Find out what your home is worth”
- “Get your free appraisal today”
Outcome:
This campaign became a consistent driver of seller enquiries, feeding directly into Ray White Coburg’s pipeline.
2. Buyer Campaign – Email Subscription Growth
The second campaign focused on buyers, which is equally critical for closing deals.
Key Offer:
- Weekly listing updates
- Open inspection times
- Early access to new properties
Why This Works:
Buyers want:
- Convenience
- Speed
- Access to listings before the general market
By promoting a subscription-based model, we helped Ray White Coburg build a valuable database they fully own.
Targeting Strategy:
- Active property seekers
- Website visitors
- Lookalike audiences based on existing leads
Creative Approach:
- Property-focused visuals
- Lifestyle-driven messaging
- Strong value proposition:
- “Never miss a new listing”
- “Get weekly property updates straight to your inbox”
Outcome:
This campaign built a high-quality buyer database, increasing competition for listings and improving sales outcomes.
Seamless CRM Integration
One of the most important components of this campaign was automation.
All leads generated through Meta campaigns were:
✔ Automatically captured via lead forms
✔ Instantly pushed into Ray White Coburg’s CRM
✔ Distributed internally to the appropriate agents
This meant:
- No manual data entry
- Faster response times
- Higher conversion potential
Speed is everything in real estate—and this system ensured no opportunity was missed.
Campaign Performance & Results
The results speak for themselves.
Social Growth
- Facebook followers increased from 550 to over 900
This growth wasn’t just vanity metrics—it represented a highly targeted, local audience actively engaging with the brand.
Lead Generation
- Average of 11.5 leads per day
This created a predictable and scalable lead flow, giving the sales team consistent opportunities to convert.
Ad Spend Efficiency
- Daily budget ranged from $75 to $110 per day
Despite a relatively modest ad spend, the campaigns delivered strong ROI by focusing on:
- High-intent audiences
- Clear offers
- Optimised creative
End-to-End Funnel Success
From first click to agent follow-up, the entire funnel was optimised:
- User sees targeted ad
- Submits enquiry via Meta form
- Lead enters CRM instantly
- Agent follows up promptly
This created a fully automated lead generation engine.
Why This Strategy Worked
There are several reasons why this campaign delivered such strong results.
1. Targeting Both Buyers and Sellers
Many agencies focus only on sellers—but without buyers, deals can’t happen.
By targeting both:
- Sellers were confident there was demand
- Buyers were ready and waiting
This created a balanced and effective property ecosystem.
2. Value-Driven Offers
Instead of pushing hard sales messaging, the campaigns focused on:
- Free appraisals
- Useful updates
- Early access to listings
This lowered friction and increased conversions.
3. Consistency Over Time
Rather than short bursts of advertising, these campaigns ran consistently, allowing:
- Data-driven optimisation
- Audience refinement
- Ongoing performance improvements
4. Automation & Speed
The CRM integration ensured:
- Leads were handled immediately
- No opportunities were lost
- Agents could focus on closing deals
5. Strong Creative & Messaging
Clear, simple messaging combined with professional visuals ensured:
- High engagement
- Strong click-through rates
- Better lead quality
The Bigger Picture: Building a Marketing Asset
One of the most important outcomes of this campaign wasn’t just leads—it was ownership of an audience.
Ray White Coburg now has:
- A growing social media following
- A valuable email database of buyers
- A system for generating seller enquiries on demand
This means they are less reliant on third-party platforms and more in control of their own marketing future.
What This Means for Real Estate Agencies
If you’re a real estate agency looking to grow, this case study highlights a few key takeaways:
- You need both buyers and sellers in your pipeline
- Paid social can deliver consistent, scalable leads
- Automation is essential for handling volume
- Building your own audience is more valuable than renting one
How Boost Your Brand Can Help
At Boost Your Brand, we specialise in building high-performance digital marketing systems for real estate agencies and service-based businesses.
From strategy to execution, we focus on:
- Lead generation campaigns that convert
- CRM integrations that streamline operations
- Creative that captures attention
- Data-driven optimisation for ongoing growth
Final Thoughts
The success of Ray White Coburg’s Meta campaigns shows what’s possible when strategy, creative, and technology come together.
With:
- Over 350 new followers gained
- 11.5 leads per day on average
- A fully automated lead system
This campaign didn’t just perform—it transformed the way Ray White Coburg generates business.
Ready to Scale Your Real Estate Marketing?
If you’re ready to build a system that delivers consistent leads and real results, Boost Your Brand is here to help.
Let’s create something that doesn’t just look good—but actually drives growth. 🚀
