Leo Edwards has sold a five-bedroom coastal home at 19 Wheeler Road, Cape Paterson for $1.405 million after four previous agents failed to generate a single offer over three years on the market.
The challenge
When Leo Edwards first appraised 19 Wheeler Road three years ago, he quoted almost exactly what it would eventually sell for. The vendors chose a different agent at a higher price.
Four agencies and three years later—with zero offers—they came back.
“It was always going to be a challenge because pretty much the entire local demographic had seen this property,” Leo says.
“We had to create something totally different that was going to reach not a local buyer, but a buyer in Melbourne looking to make that permanent sea change.”
The digital-first approach
Leo built a dedicated property website and ran highly targeted Facebook ads to specific suburbs and buyer demographics: coastal lifestyle seekers, executive professionals, surf and beach lovers, Melbourne weekenders, upgraders and nature enthusiasts.
The numbers tell the story. The campaign generated 13,179 direct clicks to the property website, compared to 2,500 views on realestate.com.au and 728 on Domain.
“A portal can only be found by somebody who’s already searching for a specific area,” Leo explains.
“A campaign that runs through a feed reaches the searcher and everyone standing beside them. On the Bass Coast, people standing beside them matter enormously, because a great many purchases here begin with a friend or sibling or adult child saying, ‘Hey, you should look at this.'”
The buyer who wasn’t searching
The eventual purchaser wasn’t looking for a home in Cape Patterson. They never saw the listing on the portals.
Someone in their life saw the Facebook campaign, thought of them, and sent it across.
“That’s how marketing reaches people who are not necessarily looking,” Leo says.
“Thirty-one thousand impressions—it’s not 31,000 buyers, but it is 31,000 chances for one of them to be a person who knows the buyer.”
What sealed it was the depth of information on the custom website: professional videography, data packs, and visuals that standard portal listings can’t accommodate.
The results
Of the 70-plus enquiries generated during the 91-day campaign, none came from the property portals. Sixty-six were Facebook enquiry forms. The remaining four came through the property’s own website and Leo’s social audiences.
The five-bedroom, four-bathroom home with two-car accommodation went under contract on 23 July 2026 via private treaty for $1.405 million—within 7 weeks of the social campaign going live.
The vendors’ Google review captured the contrast:
“It was great to have Leo provide expert sales skills, combining good old-fashioned real estate know-how and structured marketing with innovative digital tools. Leo found many prospective buyers with our eventual buyer in just seven weeks—a contrast to prior agent experience.”
Where Cape Patterson sits
Cape Patterson sits slightly off the beaten track on Victoria’s Bass Coast, offering a mix of surf beaches, sheltered bays and cliff walks with a strong village atmosphere. Nearby Wonthaggi provides broader services, while the permanent resident base gives the area a more established coastal community feel than many seasonal beach towns.
About the Agent
Leo Edwards is the 2025 RateMyAgent Agent of the Year for Inverloch. After building marketing campaigns for major international property developments, he made the sea change to Inverloch with his family in 2014. Today his digital-first approach reaches more than 30,000 people weekly through curated social audiences, consistently achieving strong results for vendors—including on homes other agents had struggled to move. Visit Leo’s website for more information or call Leo on 0472523445.