Vendor spends $120 on marketing to sell Goombungee lifestyle property in four weeks

OCTOBER 2, 2018

A private vendor has spent just $120 on social media marketing to sell a unique 14 acres equestrian paradise at 2480 Kingsthorpe-Haden Road,  Goombungee in only 28 days.

The rapid-fire sale of the Darling Downs property was achieved because of Raine & Horne’s groundbreaking Amplify, Australia's most advanced property marketing technology that reaches more buyers by identifying their online behaviour and profile.

Andrew Lynch, Principal Raine & Horne Toowoomba, explains, “Amplify combines artificial intelligence (AI) with social channels including Facebook, Instagram, Google Ad Network and LinkedIn to give property listings and managements seven times more exposure to buyers and tenants.”

Listing agent Geoff Martin, Property Sales Consultant, Raine & Horne Toowoomba said the lifestyle property had previously failed to sell after being listed over 12 months ago.

“The rural property had been listed for sale with another agent who had used conventional press and digital market strategies,” he said.

Digikit lands the listing

Mr Martin attributes winning the listing to Raine & Horne’s innovative and powerful customised DigiKit appraisal platform.

“Clients haven’t seen anything like Digikit before. It’s fast, efficient and so professional,” Mr Martin said.

“Digikit helps me stand out against the competitors and gives the client all the information they need, when they need it and many of our vendors are rapt by it.”

Amplify delivers bang for buck

Over the course of a year, Mr Martin estimates the vendor of the Goombungee acreage would have spent many several thousand dollars on marketing.

“At the appraisal meeting, the vendors made it clear they didn’t want to spend any more money on marketing,” recalled Mr Martin.

“Consequently, we used images from the previous campaign, and we Amplified the property for $120, which was the only advertising we executed to promote the property.

“We had five groups through the property and sold it for $575,000 in just four weeks.”

Amplify extends the reach and audience

Mr Martin said the campaign for the Goombungee property generated lively interest, with the Amplify campaign reaching 5,608 active and passive buyers.

“A rural property such as this has a tiny market usually and generally wouldn’t command this level of online reach,” he said. 

“Interestingly, most of our enquiries were generated through Facebook rather than some of the other social platforms.”

The property also achieved a massive clickthrough rate of 17%, compared to an industry clickthrough average of 1%, noted Mr Martin.

“We also achieved almost 2,500 views of the property on the rh.com.au/Toowoomba website, which is significantly above the average for a property in this category,” he added.

The private vendor was suitably impressed with the fast sale, and the minimal marketing spend after the frustrations of the previous year. He said, “You’ve done more in three weeks with Amplify than any other agent in 12 months. That’s bang for buck.”

The value of Geo mapping

Mr Martin used Amplify’s excellent geo mapping functionality to maximise the reach of the property, which is located 50 kilometres from Toowoomba.

“We applied a 50 kilometre radius using geo mapping which extended the reach of the property to buyers in Toowoomba, Highfields and Oakey, and all the rural areas between. Geo mapping helped us to sell this property in less than a month.”

For all your sales and property management needs in Toowoomba and surrounding areas, or to find out more about the marketing power of Amplify, call Raine & Horne Toowoomba on 07 4632 5111.