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McGrath announces new social advertising strategy focusing on Facebook and Instagram

McGrath Estate Agents has announced a new social advertising strategy as part of the company’s focus on digital innovation. McGrath Head of Marketing Olivia Wokes said the company aims to be at the forefront of technology in the real estate industry.

“For the past 12 months, we have been actively working with our network to maximise their social advertising results through various partners. We are now in a position to take our brand and property social advertising to the next level, through the implementation of our own in-house digital marketing platform.

“Further, we are thrilled to announce that McGrath will become a managed client of Facebook and will be implementing a scaled Facebook advertising strategy across the network.”

Ms Wokes said the company will now be able to harness the power of Facebook and Instagram data to create hyper-local marketing campaigns for agents, offices and vendors, which will drive efficiency in media spend and maximise return on investment for agents and their customers.

Facebook Australia Director Paul McCrory said he was delighted to welcome McGrath as a managed client.

“Through the power of Facebook, McGrath will be able to drive business outcomes in an automated approach via mobile. This will allow their agents and agencies to create local, tailored campaigns that reach the right audience, through the Facebook and Instagram platforms.”

“Digital is now a vital part of an agent’s marketing strategy, not only from a branding perspective but also to generate leads. Over the past 12 months many of our agents have rolled out brand and property campaigns across a variety of social media platforms to great success,” said Ms Wokes.

Picture: Olivia Wokes


  • In Sydney’s Eastern Suburbs, an agent advertised an off-market listing on Instagram and the buyer came directly from the platform.
  • In the Sutherland Shire, an agent exchanged on a $6 million listing in just nine days through a targeted and optimised social advertising campaign.
  • On Sydney’s North Shore, an agent generated hundreds of leads and $250,000 in commission over a seven-month period, a result of a highly strategic Facebook campaign.

Ms Wokes said the new in-house platform and Facebook direct relationship “are the result of learning, developing and testing the most effective social advertising campaigns to ultimately deliver the very best results for our network and valued clients.”


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Azal Khan

Azal Khan was a in-house features writer for Elite Agent Magazine.