O'Brien Real Estate is one of Victoria's fastest-growing real estate networks, delivering standout results through local market knowledge, innovative marketing, and a customer-first approach. We built their vendor lead acquisition system using hyperlocal paid social.
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O'Brien Real Estate is one of Victoria's fastest-growing agency networks, but their vendor lead pipeline was inconsistent. The real estate industry is built around buyer leads - portals like realestate.com.au and Domain serve people looking to purchase. Finding property sellers, the homeowners ready to list and appoint an agent, is a fundamentally different challenge.
O'Brien needed a way to reach homeowners in their target suburbs and generate quality appraisal requests at scale - before those vendors called a competitor or saw a letterbox drop from another agency. Traditional methods like suburb farming, cold calls, and door knocking weren't producing enough volume, and there was no digital system in place to reach potential sellers where they were spending their time.
The opportunity was clear: a well-executed paid social strategy targeting homeowners at the right moment, with the right message, could produce a consistent flow of vendor appraisal requests that the team could convert into listings.
We built a hyperlocal paid social campaign strategy on Facebook and Instagram targeting homeowners in O'Brien's key Victoria suburbs. The creative led with a strong value proposition focused on O'Brien's local expertise, fast appraisal process, and proven sales results in each suburb. Every ad was geographically precise, speaking directly to residents of the specific areas O'Brien operates in.
The messaging framework was developed specifically to reach homeowners considering selling in the next 3 to 12 months, not just those ready to list today. This broader targeting window captured homeowners earlier in the decision process, giving O'Brien's agents the chance to build relationships before the listing decision was made.
Ad formats were selected for appraisal request conversion, with landing pages designed to make requesting a property appraisal fast and frictionless. The campaign went live and within 90 days delivered 150+ quality vendor leads and 11+ direct property sales, establishing a repeatable system for consistent vendor pipeline generation.
+$2M MRR Uplift in 60 Days
26% conversion rate improvement · 600K+ new content items
Scaled content creator acquisition through paid ads, outbound, and conversion optimisation.
27x ROI and $2.50 Cost Per Lead
1,200+ leads · $300K revenue · 60+ converted deals
Built a high-volume lead engine for car buying through paid social and local SEO.
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