Case study · Real Estate · Australia

Real Estate Case Study Australia: +128% Leads

Name: Marketing & Lead Expert
Address: IN
Price range: $$

How an agency with 4 sales agents in Perth grew appraisal requests 128% and cut cost per lead 45% in 6 months with SEO and Email Marketing.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.

Real Estate · Australia

Realty

An agency with 4 sales agents in Perth, selling and leasing homes across the wider Perth area. Most seller leads came from realestate.com.au and Domain and referrals, so the agency was competing with every other agent for the same vendors. The goal was to win more vendor appraisals directly, cut dependence on portal lead products and turn more appraisals into signed listings.

Results After 6 Months

Appraisal requests

+128%

Cost per lead

-45%

Marketing-sourced revenue

+151%

Return on marketing spend

17.5x

The challenge

Where the business was stuck

Portal leads are shared with every agency in the area, and portal fees keep rising.
Seller and landlord leads are worth far more than buyer enquiries, but most marketing attracts buyers.
Agents spend hours on enquiries that were never going to list, buy or rent.
Peak season (spring (september to november) is the traditional peak listing season, with autumn a second busy period) was not being planned for, so budget ran out when demand was highest.

The approach

Two services, one goal

We focused on SEO and Email Marketing, the two channels with the best cost per listing for real estate agencies in Perth. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

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What we did

The technical work behind the numbers, service by service.

Service 1

SEO

Technical audit and fixes: 227 crawl errors removed, mobile Largest Contentful Paint cut from 5.2s to 1.7s and indexing issues resolved.
Built 15 dedicated service pages for high-value work such as property appraisals and seller leads and exclusive listings and auction campaigns, each targeting one search intent.
Added LocalBusiness, Service and FAQPage schema and rebuilt internal linking between services, locations and guides.
Earned 29 links from local news, suppliers, associations and community sites instead of low-quality link packages.

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Service 2

Email Marketing

Set up SPF, DKIM and DMARC on the sending domain and warmed it up, taking inbox placement from 72% to 96%.
Segmented 5,500 past customers and quote recipients by job type, area and last service date.
Built 5 automated flows: welcome, quote nurture, post-job review request, annual service reminder and win-back.
Sent a monthly campaign with seasonal offers for property appraisals and seller leads and related work, A/B testing subject lines and send times.

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The numbers

Before and after

Metric	Before	Month 6	Change
Appraisal requests per month	32	73	+128%
Cost per lead	A$220	A$121	-45%
Cost per listing	A$2,026	A$1,011	-50%
Appraisal-to-listing rate	11%	12%	+1 pts
Website conversion rate	3.3%	4.2%	+26%
Marketing-sourced revenue / month	A$82k	A$206k	+151%
Share of leads from portals	66%	28%	-38 pts
Organic sessions / month	1,337	3,342	+150%
Email open rate	20%	51%	+31 pts

Lead growth

Appraisal requests per month

Marketing-sourced revenue went from A$82k to A$206k a month, measured from booked listings won in the CRM.

Optimisations That Moved The Numbers

01
Consolidating 15 overlapping pages that competed for the same keyword doubled the surviving page's clicks.
02
Rewriting title tags around price and location intent raised organic click-through rate from 2.1% to 6.4%.
03
Email flows now bring in A$110k of repeat and referral work a month from customers who were already on the books.
04
Segmented campaigns reach a 51% open rate and 3.9% click rate, compared with 20% for the old one-size newsletter.

The 6-month timeline

From tracking to scale.

Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering SEO and Email Marketing.
Weeks 3 to 6
Build and launch
SEO and Email Marketing live for vendor appraisals.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Gold Coast and nearby areas, plus new services with proven demand.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.