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A property listing has gone “absolutely crazy” after an agent created a cross-channel campaign that ticked digital, print and mainstream media boxes.
Dean Boskovic, Bos Realty's chief auctioneer and executive sales manager, capitalised on the attention for the nine-bedroom Sydney estate, selling it to an old contact for $5.45 million.
Mr Boskovic said the listing for the Cobbitty property went “absolutely crazy” on realestate.com.au with 40,000 hits, and it was also advertised prominently on Domain.
Bos Realty sent out more than 35,000 emails about the property and, according to Mr Boskovic, went hard with print advertising, which included letterbox drops to his database.
“We also had a lot of exposure through The Daily Telegraph – they did a few articles on the property,” he said.
The marketing included professional photography and video to reflect the property’s premium quality, Mr Boskovic added.
“All of our marketing is done to the extreme. I love spending and I love promoting because I think that if you want to sell something, everybody needs to know what you’re selling,” he said.
“You give it a good marketing campaign and expose it to the right people, and hopefully it’ll achieve a great result – which we did,” he said.
Mr Boskovic said the auction attracted 13 registered bidders.
“I knew the buyer from the past. We’ve got a lot of contact with clients who have purchased before or are looking to purchase, and can afford this type of property,” he said.
[LinkedIn: Is print marketing effective or outdated?]
