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Ray White

Digital Marketing & Programmatic Advertising.

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$120 MILLION IN SALES: HOW URGENT DIGITAL STRATEGY DROVE RECORD-BREAKING AUCTION RESULTS

Ray White Surfers Paradise Group was one of Australia’s most prestigious real estate operations, the largest agency in the entire Ray White network and the #1 international sales office for 29 consecutive years. When they needed to drive qualified seller leads for The Event 2025 (Australia’s largest property auction showcase), they had just five weeks until registration closed, and it was the middle of the holiday season. After being burnt by marketing agencies before, they were understandably cautious. We delivered a prove-it-weekly campaign that not only generated high-value leads but contributed to their most successful Event ever: $120 million in total sales, surpassing the previous year’s record by over $22 million.

The Challenge We Faced

EXTREME TIME PRESSURE & HOLIDAY TIMING
  • Only 5 weeks until registration closed for The Event 2025.
  • 3-week window for active campaigns before cutoff.
  • Marketing during late December/early January when people are disengaged.
  • Holiday season - audiences away and not thinking about property decisions.
  • Needed to identify, reach, and convert sellers in compressed timeframe.
  • Capturing attention during toughest marketing period of the year.
REBUILDING TRUST AFTER PAST DISAPPOINTMENTS
  • Ray White had been burnt by agencies that promised but didn't deliver.
  • Understandably cautious about investing in another external partner.
  • High stakes with limited time, no room for empty promises.
  • Needed measurable results quickly to justify continued investment.
  • Required real-time adaptation and transparent weekly reporting.
  • Had to prove value week by week to earn ongoing partnership.

Why Ray White Partnered With Us

Ray White needed a partner who could deliver results under extreme time pressure, rebuild trust after disappointing agency experiences, and prove value week by week. This wasn’t about grand promises, it was about rapid execution, transparent reporting, and measurable results when it mattered most.

  • Immediate Commitment Demonstrated Before confirming the engagement, we flew Sydney to Gold Coast for face-to-face meetings with Andrew Bell, Greg Bell, and their team. We worked around their holiday schedules, returning the next day for additional meetings. When they revealed The Event needed urgent support, we pivoted immediately.
  • Weekly Prove-It Model We structured the engagement around weekly performance reviews and results-based extensions. Week 1: launch and review. No results? They walk away. Results working? Extend to Week 2. This gave Ray White complete control—no long-term contracts, just consistent performance earning continued partnership.
  • Continuous Real-Time Optimisation Throughout the campaign, we monitored performance in real-time, immediately dropping underperforming elements, doubling down on what worked, and optimizing for maximum value in an extremely compressed timeline.
  • Strategic Restraint Over Revenue After three weeks of intensive advertising, we recommended stopping all paid campaigns two weeks before The Event. Property decisions couldn't be made in such a compressed timeframe, so continuing would waste budget without generating viable leads. This strategic honesty, prioritizing client value over extending our engagement, demonstrated our commitment to their success, not just our revenue.

Project info

🏢  Ray White Surfers Paradise Group 

📦  Digital Marketing & Programmatic Advertising

⭐  Record-Breaking $120M Event

⏱️  5 Weeks (3 weeks active campaigns)

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From urgent brief to record-breaking results in 5 weeks

01

RAPID SETUP

Website Audit,
Analytics & Strategy

02

SMART TARGETING

Programmatic Ads &
Audience Intelligence

03

PROVE WEEKLY

Real-Time Optimization &
Performance Reviews

Our Agile Approach: Despite the holiday season, we moved immediately, implementing Google Analytics tracking, researching Gold Coast property demographics, and launching programmatic advertising across premium publisher networks. We targeted high-value potential sellers and launched campaigns optimised for The Event’s tight timeline. Through weekly performance reviews, continuous optimisation, and demonstrable results, we earned each week’s extension. After three weeks, we strategically recommended stopping campaigns, proving our focus on client value over simply extending revenue.

High-Impact Digital Marketing in Record Time

With only three weeks for active advertising before registration closed, every impression, click, and optimization mattered. We delivered sophisticated programmatic advertising that reached the right audiences at the right time.

FROM DIGITAL CAMPAIGN TO AUCTION FLOOR SUCCESS

The Event 2025 - Andrew Bell at podium/speaking
The Event 2025 - property auction in progress (auctioneer, bidders)

Record-Breaking Event Results

The Event 2025 delivered $120M in sales with 2,300 attendees, exceeding the previous year’s record by $22M. Our weekly prove-it model, transparent reporting, and measurable results earned Ray White’s trust. We continue to work with the organization, now operating as Ray White Bell Group, providing ongoing strategic marketing support.

Total Sales at The Event 2025
(Up from $97.7M previous year)

$ 20 M

Attendees in Auction Room
(Hundreds of qualified buyers)

50 +
Increase in Inquiries
(vs. pre-Christmas levels)
1 %
From Brief to Record Results
(During holiday season)
0 weeks

What Our Client Says

"Working with Delecto has been an absolute pleasure. Their communication is seamless – nothing is ever too hard, and they're always willing to go the extra mile to ensure everything runs smoothly. They consistently go above and beyond, backing every decision with thorough research and data. What truly sets them apart is their commitment to continuous optimisation – always refining, improving, and pushing for better results. We couldn't be happier with the partnership."

Phoebe McCasker - Ray White Surfers Paradise
Phoebe McCasker | Real Estate Ray White Surfers Paradise Group

Need Results-Driven Digital Marketing?

See how we deliver measurable results under pressure, even during the toughest marketing periods.

Contact Info:

📞  +61 2 8201 9048

📧  hello@delecto.com.au

📍  Level 1, 207 Oxford Street, Darlinghurst
     NSW 2010, Australia

📞  +61 2 8201 9048

📧  hello@delecto.com.au

📍  Level 1, 207 Oxford Street, Darlinghurst NSW 2010, Australia

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