Dominic Pike has sold a three-bedroom house with pool at 17 Burgundy Street, Muswellbrook, via private treaty after just 16 days, using an organic social media campaign that generated nearly 10,000 views and five competing parties.
The social-first strategy
Dominic Pike has sold a three-bedroom house with pool at 17 Burgundy Street, Muswellbrook, via private treaty after just 16 days — but the campaign began well before the property hit the portals.
Dominic launched with an organic social media strategy, posting an engaging reel on Facebook and Instagram following a behind-the-scenes glimpse with the photographer. Within 48 hours of the reel gaining traction, he issued invitations to a champagne viewing.
“The social media was all organic, not paid,” Dominic said.
“We used community Facebook pages, community groups, and our own Ray White Muswellbrook page. It was shared organically amongst the vendor’s network and across potential purchasers’ networks, which resulted in high activity and exposure at minimal expense.”
The approach generated 9,744 views across all platforms and portals, 12 inspections, and five competing parties.
The vendors’ trust
The vendors had purchased the property from Dominic nearly two years earlier and specifically requested him to handle the sale.
“They understood the importance of professional photography, videography, and presenting a property at a very high standard,” Dominic said.
“All these features combined with a social media approach and strategic positioning on different portals aligned perfectly to generate above-market results and a quick turnaround.”
The property sold for a figure that remains confidential at the vendors’ preference, but Dominic notes it was $25,000 above the guide and comparable to what some four-bedroom properties achieve in the area — despite this being a three-bedroom home.
Their review reflected the experience: “Dominic was on point in every aspect of this short journey. We had an exceptional result in securing a sale price well above our expectations.”
Who bought it
The successful buyer was a local purchase. Four parties missed out — two first-home buyers, one relocating to the area and one investor.
“All of them were attracted to the property for its features, its location, and its supreme presentation compared to others on the market,” Dominic said.
The neighbourhood appeal
North Muswellbrook is a family-oriented residential area characterised by modern homes on generous blocks, with strong owner-occupier rates on Burgundy Street. The suburb of 12,000 residents has a median age of 38 and strong family demographics, with local schools including Muswellbrook Public School and Muswellbrook High School within two kilometres.
A new approach for an established market
As a newly established Ray White franchise in Muswellbrook, Dominic saw the campaign as an opportunity to differentiate from established competitors.
“It’s very easy for all agents to put properties on realestate.com.au, Domain, use a photographer, do the open homes. That’s pretty standard,” he said.
“What’s different is the ability to utilise organic functions through social media to really kickstart a campaign and use engaging content rather than a standardised monotone approach. Every home’s different. Every marketing campaign’s different.”
Dominic emphasised the importance of the pre-launch phase in building momentum before a property officially hits the market.
“It’s imperative to understand your vendor’s expectations, the best position for the property, and how to really utilise a pre-launch campaign to ensure speed of transaction is up and running when the property does hit the market.”
The forward view
Dominic sees strong demand continuing in Muswellbrook, with the campaign providing clear evidence of buyer appetite.
“The evidence in this campaign shows that we have four purchasers ready to buy for the right product,” he said.
“The market is quite buoyant at the moment.”
About the Agent
Dominic Pike is a Muswellbrook local who entered real estate in 2020 after 12 years in the motor industry. He has quickly established himself as a market innovator, winning the 2021 Australasian Real Estate Results Growth Agent of the Year, 2023 Sales Performer of the Year, and 2024 Performer of the Year Sales. Dominic has now established Ray White Muswellbrook with a vision to modernise the Upper Hunter property market experience. Visit Dominic’s website for more information or call Dominic on 0459433039.