// case study · our own build
Take back the keys. Keep the commission.
Propa is a for-sale-by-owner property platform for Australia. Buy and sell owner to owner, no agent, no commission. We took it live and ran the launch. Here’s week one.
// what propa is
Homes, owner to owner.
The old model charges sellers a percentage of the sale price, often 2% or more, for work now done online. On an average Australian home that’s tens of thousands handed to an agent.
Propa is flat and transparent. Listing is free for up to six months. Sellers list, manage their own enquiries and stay in control. Buyers find homes straight from the people who own them.
Sellers come first. No homes, nothing to discover. Get the seller experience right and the buyers follow.
// the first 7 days
From a standing start.
Real appetite for a better way.
Interest converting into action.
The one that matters: real homes, no agent.
// traffic, signed-up users, then the first real homes, the exact order a sellers-first marketplace grows in.
// the marketing engine behind the launch
We didn’t just open the doors.
In week one we shipped the product and the full go-to-market.
Built and launched the website.
Marketing site and Propa web app went live together, on one promise: “Sell your home in four steps. No agent. No commission.”
Founder-led organic social.
The Propa story, welcome videos and posts on commission, contracts and pricing, on Instagram at @propa_homes, now 5,744 followers. Organic social was the biggest source of new users in launch week, ahead of every channel.
Paid social on Meta.
Two Meta campaigns, Launch and Sales, on an honest “we’re brand new” angle and the commission-savings math. Six ad variations, tested against each other.
// where launch-week traffic came from
The story did the heavy lifting.
- Organic social~2,700
- Direct2,065
- Paid social · organic search · referralthe remainder
Organic beating paid this early is exactly what you want: the founder story does the work, paid amplifies it.
// paid social performance
10 cents a landing view.
- Impressions
- 57,666
- Reach
- 43,046
- Link clicks
- 3,455
- Landing page views
- 2,497
- Cost per landing page view
- ~$0.10
A 10-cent landing-page view for a brand-new platform is a strong early signal the message and offer land.
// the creative that carried it
Educational, honest, human.
Founder content that teaches instead of sells, and the strongest proof of all: the first settled sale.
// where we go next
Property done Propa.
The early signal is clear. Now: turn traffic into listings, sign-ups into active buyers and sellers, and prove the commission savings. Homes, owner to owner. No agents. No commissions.
