Aisha Coe has sold a 56-acre Lethbridge acreage property for $1.9 million after a geo-targeted social media campaign reached a Geelong family searching for a lifestyle upgrade their children could grow up on.
The challenge
Aisha Coe took on a 4-bedroom, 2-bathroom house on 56 acres at 2630 Midland Highway, Lethbridge, that had been listed for nine months without a single inspection. The previous agent was experienced, but acreage properties require a different buyer profile and marketing approach than residential sales.
When Aisha sat down with the vendor, the brief was clear: work out what wasn’t connecting and fix it.
The strategy shift
Aisha conducted a full market analysis and identified two key problems. The property had been advertised on portals that didn’t reach the acreage buyer demographic, and the messaging focused on features rather than the lifestyle transformation the property offered.
“The buyer for acreage is very different to a residential buyer,” Aisha said.
“There’s a lot less people who have the capability to purchase a property of this size and magnitude. You’re either attracting someone downsizing from a larger landholding, or someone like our buyer — a family wanting to upsize their life from the city and give their children the experience of animals and open space.”
Aisha switched portals and built a geo-targeted social media campaign that prioritised lifestyle imagery: the views, the shedding, the space for animals, and the emotional appeal of a tree-change for a young family. The property film was pushed to audiences who had shown interest in animals, rural living, and lifestyle properties.
The result: more inquiries came through social media than through realestate.com.au.
The buyer
The successful purchasers were a Geelong CBD family who had been searching for the right property to upsize their lives. They wanted land where their children could keep animals and experience a rural upbringing while staying within reach of Geelong’s schools and amenities.
“They weren’t looking to become farmers,” Aisha said.
“They wanted the lifestyle — the space, the views, the ability to have a few animals for the kids. That’s exactly what this property offered, and the social media campaign put it in front of them at the right time.”
Several other buyers inspected early in the campaign, and while not all were serious, the targeted approach meant Aisha was speaking to the right demographic from the start.
The Lethbridge market
Lethbridge sits on the Geelong–Ballarat corridor in Golden Plains Shire, a semi-rural township with a country-town feel where properties of this scale attract buyers looking to downsize from larger landholdings or upsize from urban living. The area offers the lifestyle appeal of rural space within reach of Geelong’s amenities and schools.
The acreage market in this area is thinly traded, with pricing driven by land size, rural amenity, and shedding rather than dense suburban comparables. That makes positioning and targeted marketing essential.
What it demonstrates
Aisha’s approach shows that when a property isn’t performing, the answer isn’t always price — sometimes it’s about reaching the right buyer with the right message. A family searching for a tree-change doesn’t respond to the same advertising as a residential buyer. They’re looking for emotional connection: what their life will look like, not just what the property includes.
The property sold in under 100 days for $1.9 million after sitting for nine months with zero inspections under a different strategy.
About the Agent
Aisha Coe is a fully licensed agent with 17 years of real estate experience across Australia and the UK, including six years in London and six in Melbourne before relocating to Geelong. As the founder of White House Estate Agents, she delivers boutique, high-quality service with a focus on cutting-edge digital strategies, transparent advice, and exceptional negotiation. Aisha has been recognised as Top Female Agent in Australia and Number 1 Agent across 80 offices in London. Visit Aisha’s website for more information or call Aisha on 0439888837.