Nick Townsend has sold a four-bedroom house at 18 Tidal Crescent, Moonee Beach for $1.22 million after a 79-day campaign that combined creative content with targeted digital advertising to keep the property front-of-mind. The successful buyer made her offer after the property had been online for 58 days.
The Ray White Coffs Coast agent launched the listing with a recreation of an Ed Sheeran song — a departure from standard property marketing that generated 522 shares, more than 80 likes and over 10,000 organic views.
“The seller was really open to it. She saw another video I’d posted previously and thought it was creative,” Nick says.
“She really liked Ed Sheeran, so it just worked well. My job in the industry is to create exposure and views, and I thought that was a unique way to do that.”
International reach from coastal campaign
The video’s reach extended well beyond the local market, with engagement from Western Australia, Dubai, New Zealand and Canada.
“It really separated myself from other people,” Nick says. “The reach on that video has been pretty wild.”
Following the creative launch, Nick ran the property across the major portals before implementing a two-phase digital strategy: a 14-day lead generation campaign that produced 15 enquiries, followed by a 14-day retargeting campaign.
“We ended up with 38 percent more views than any other property that was comparable in the market,” Nick says. “The retargeting campaign produced more views on the property than we did through Real Estate and Domain combined.”
Buyer kept returning after failed auction attempt
The eventual purchaser was a local resident who had attended the first open home. She had been planning to build on land she already owned and registered to bid at an auction for another property in a different suburb, but was unsuccessful.
“She just kept seeing the property all over the place,” Nick says. “Her friends were sending it to her. Her family were sending it to her. So she just kind of felt like it was right.”
When she finally committed, location was the deciding factor.
“She looked at her lifestyle and what was important to her, and she just found the location was undeniably perfect for her,” Nick says.
From $1.1 million to $1.22 million
Early campaign interest came from the Gold Coast, though several buyers needed to sell before they could purchase — complicating the negotiation process.
The successful buyer’s initial offer sat at $1.1 million. Through transparent communication and evidence-based negotiation, Nick brought the figure to $1.22 million.
“Negotiations like that aren’t quick. They do take a while, as you need to be able to justify and provide evidence of why they need to either increase or accept an offer,” Nick says.
“In this instance, there was enough evidence and clear communication to drive the pricing upwards.”
Local knowledge in a shifted market
Moonee Beach sits on the Mid North Coast between Coffs Harbour and the beaches north of the city. The area attracts families and downsizers drawn to the coastal lifestyle, bushland setting and proximity to Coffs Harbour’s services.
Nick, a Moonee Beach local who has built multiple homes in the area, says the result demonstrates what’s required in the current market.
“Selling in this market, you can’t shortcut anything. You need to make sure you’re in front of buyers and constantly in front of buyers,” he says.
The seller’s testimonial reflected the family-focused approach Nick brought to the campaign.
“Nick wasn’t just committed to getting a good sale price, he was committed to the overall outcome for our family,” she wrote in her review.
About the Agent
Nick Townsend brings building and design industry experience to his real estate practice at Ray White Coffs Coast. He uses that technical knowledge to help sellers highlight value-adding features and buyers assess a property’s potential with confidence. Nick prioritises clear communication and honest advice, and away from work enjoys family time, golf and watching the footy. Visit Nick’s website for more information or call Nick on 0437773196.