Propa · 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, with no agent and no commission. We took it live and ran the launch. Here is week one.
The brief
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 is 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.
What we did
The work
The product
- The marketing site and the Propa web app went live together, on one promise: sell your home in four steps. No agent. No commission.
The story
- Founder-led organic social on Instagram at @propa_homes, now 5,744 followers. Welcome videos and posts on commission, contracts and pricing.
- Organic social was the biggest source of new users in launch week, ahead of every channel.
The amplifier
- Two Meta campaigns, Launch and Sales, on an honest we are brand new angle and the commission savings maths.
- Six ad variations, tested against each other.
What happened
The first seven days, from a standing start.
Traffic, then sign-ups, then the first real homes. The exact order a sellers-first marketplace grows in.
- 4,500website visitsReal appetite for a better way
- 38sign-upsInterest turning into action
- 2listings securedThe one that matters: real homes, no agent
What happened
The story did the heavy lifting.
Where launch week traffic came from.
- ~2,700from organic social
- 2,065direct
Paid social, organic search and referral made up the rest. Organic beating paid this early is what you want: the founder story does the work, and paid amplifies it.
What happened
6 in every 100 ad views became a click.
Paid social on Meta, launch week.
- 6%of ad views clicked through3,455 link clicks from 57,666 impressions
- 72%of clicks reached the page2,497 landing page views
- 43,046people reached
For a platform nobody had heard of a week earlier, six clicks in every hundred ad views is a strong early sign the message and the offer land.
The work, up close
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. Next: turn traffic into listings, sign-ups into active buyers and sellers, and prove the commission savings. Homes, owner to owner. No agents. No commissions.
Past and present clients
Want this for your business?
A free half hour. You leave knowing what to fix first, whether or not you hire us.