An Appraisal Funnel That Quadrupled Landlord Leads for a Sydney Agency
A new website with live rental listings, a three-step appraisal request and Google and Meta campaigns aimed at landlords and vendors in Sydney's Eastern Suburbs and Lower North Shore.
- Client
- Local Agency Co.
- Location
- Sydney, Australia
- Website
- localagencyco.com
- Sector
- Real Estate
- Service
- Build With Us
- Duration
- 10 weeks to launch, then 4 months of campaigns
- Team
- 4 people: growth lead, web developer, designer, performance marketer
- Built with
- Next.jsSanity CMSPropertyMeHubSpotGoogle AdsMeta AdsGA4
- appraisal requests per month (9 → 38)
- 4.2×appraisal requests per month (9 → 38)
- cost per appraisal lead
- A$64cost per appraisal lead
- properties added to the rent roll
- +27properties added to the rent roll
- appraisals turned into signed agreements
- 18%appraisals turned into signed agreements
01 · About the client
Local Agency Co. is a boutique property management and sales agency with more than twenty years' experience in Sydney's Eastern Suburbs and Lower North Shore. Its growth depends on winning new landlords to its rent roll and new vendors to sell, in suburbs where every large franchise agency competes for the same owners.
02 · The problem
- 01
Leads came almost only from referrals.
The old website attracted tenants looking for rentals, but very few landlords or vendors asked for an appraisal.
- 02
No clear path for owners.
"Rent my property" sat alongside tenant links, and the appraisal form was a long, generic contact form.
- 03
Up against franchise budgets.
Big-brand agencies outspent the team on portals and search, so every dollar had to target the right owners in the right suburbs.
03 · Our solution
We designed and built a new website that serves tenants and owners separately. Tenants get fast, filterable rental listings synced from the agency's property management system; owners get a clear route to a free rental or sales appraisal. The appraisal request is a three-step form (address, property details, preferred time) that takes under a minute and books straight into the principal's calendar. Around it we ran Google Search campaigns on owner searches like "property management Bondi" and "rental appraisal Mosman", and Meta ads to homeowners in the agency's suburbs, with separate landing pages for each area. Every request lands in the CRM with its suburb and source, and a monthly report shows appraisals, signed agreements and cost by suburb and channel.
04 · What we built
New website
Separate journeys for tenants and owners, built for speed on mobile.
Live rental listings
Listings synced from the property management system, with suburb, price and bedroom filters.
Three-step appraisal funnel
A short request that books straight into the principal's calendar.
Google and Meta campaigns
Search ads on owner keywords and suburb-targeted Meta ads to local homeowners.
Suburb-level reporting
Appraisals, agreements and cost per lead by suburb and channel.
Want more owners asking for an appraisal?
05 · Challenges we solved
- 1
Competing with franchise agencies
We focused spend on the suburbs and searches where a boutique, local agency wins, rather than bidding on broad Sydney terms.
- 2
Two audiences on one site
Tenants make up most of the traffic, so we kept their journey fast while making the owner call to action visible on every page.
- 3
Proving what works
Appraisal requests were tracked through to signed agreements, so campaigns were judged on new managements, not form fills.
06 · Our approach
Weeks 1–2
01 Discovery
Mapped target suburbs, owner profiles and the appraisal process with the principal.
Weeks 3–8
02 Design and build
New website, listings sync and the three-step appraisal funnel.
Weeks 9–10
03 Campaign launch
Google Search and Meta campaigns with suburb landing pages and tracking.
Months 3–6
04 Optimise
Monthly tests on ads, audiences and the appraisal form, with budget moved to the best-performing suburbs.
07 · Results
Appraisal requests grew from around nine a month, almost all referrals, to 38, and 27 new properties joined the rent roll in the first six months. The principal now sees which suburbs and channels bring owners who sign, and plans spend around the areas the agency wants to grow in.
Inside the campaign.
Key screens from the campaigns and reports. Click any screen to enlarge.
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