In an industry built on tradition, most agents rely on tried-and-tested methods that haven't evolved much in decades. But when William Pereira had a $3.5 million Federation beauty on his hands at 38 Horton Street, he knew conventional wasn't going to cut it.
"In this market, you have to push the envelope to get homes sold to the level you need to sell at," explains our director, William Pereira. True to the Inner West's innovative spirit, we crafted a strategic collaboration with influencers alongside targeted Google and Meta ads, creating what's become the talk of the town.
Jessica Matson Architecture's Federation cottage perfectly embodies Inner West living – heritage charm with contemporary sophistication. "You get a taste of both worlds," explains William. "A home built in the early 1900s that's evolved to meet today's requirements. It's one of the few houses with that classic Federation frontage, the large block size, and parking in that part of town." The eventual buyers, a young family from Darlington, were captivated by bedrooms across both levels, the soaring ceilings, and that coveted location backing onto Henson Park.
Our multi-platform campaign reached over 500,000 impressions across eight different channels, generating nearly 7,000 saves and shares – the kind of engagement that translates into serious buyer interest.
The campaign's foundation rested on strategic partnerships with influencers whose aesthetic sensibilities and local knowledge aligned perfectly with the Inner West ethos. Utilising the wide-reaching platform of a real estate celebrity with a dedicated following of buyers across Sydney and strong organic engagement on Instagram, TikTok and Facebook, this strategic partnership achieved a level of engagement unprecedented for a single property listing. "I told the influencer to start with the Federation facade, then, after walking through the house, show how it transforms into a modern extension – classic through to modern," William explains. "That's what keeps people engaged. It's what Sydneysiders love." When they highlighted compelling details like the window seat overlooking Henson Park and the striking Nico Nicoson mural gracing the garden, they were authentically showcasing what makes this home special to audiences who appreciate quality design and Inner West living.
Precision-targeted Google and Meta ads ensured our message reached prospects actively seeking properties of this calibre. This dual-pronged approach – combining influencer authenticity with data-driven targeting – created multiple touchpoints that built genuine anticipation around the offering. "For a four-week campaign, you create signs of fate that help buyers clarify their decision," William notes. "The ads appear wherever they are, editorials in papers, content on social media – all these touchpoints where buyers think their gut is telling them they have to buy this." Far more than visibility, we cultivated desire among genuinely qualified buyers.
Auction day delivered four registered bidders in a market where Sydney's clearance rate held at 69 per cent. This level of competition doesn't emerge from conventional marketing. It's the direct result of strategic positioning that creates authentic excitement among qualified prospects. The progression from the $3 million guide to the $3.5 million result reflects both the property's inherent excellence and the power of purposeful marketing execution.
Campaign success extended far beyond the sale itself, garnering significant media attention from Domain and other industry publications. This coverage was earned through innovation that proved genuinely newsworthy in a traditionally conservative sector. Such organic media interest validates not only our approach but the industry's appetite for meaningful evolution.
When considering the sellers' original $1.43 million investment in 2018, this outcome reinforces both their renovation vision and our innovative approach. "We host events, not just auctions," William reflects. "If you want an event rather than just an auction, that's why people choose Adrian William." This achievement proves the real estate industry can embrace innovation while maintaining professional integrity. Sometimes honouring tradition requires the courage to advance beyond it.
