99 campaigns. 40,000 property profile views. 834 leads. And 38 potential selling opportunities already identified, in a couple of months. The numbers are impressive. How Marketing Coordinator Caleb Boag achieved them is the more interesting part.
Caleb's history with MATTHEWS. started long before his current role. He first walked through the doors at 14 for work experience, by his own admission mostly to get out of class. He has since returned with a Bendigo Bank scholarship, a property degree underway and, since April 2024, a marketing role.
Tech-forward, analytical and curious, Caleb is the type to research ten ways to do something, then find an eleventh that works better. That mindset shows up in the marketing. MATTHEWS. has built a distinctive, modern brand, and Caleb's approach is thriving: using proptech to show up consistently and stand out every time.
Caleb Boag
Marketing Coordinator, MATTHEWS.
The type to research ten ways to do something, then find an eleventh that works better.
When MATTHEWS. approached iRealty in May 2026, they were reviewing their agency tech stack and had identified email marketing as the final missing piece. They were already doing plenty right. Using AgentBox and Reapit, the team was sending buyer matches, sold results and newsletters, and already achieving an impressive 34% open rate.
The problem was how much manual work sat behind it, and whether their existing tools could do justice to the brand they were building. Sold-property communications needed manual targeting and sending. CRM data could tell them when someone was last updated, but not what they might be interested in now. Engagement happened, but valuable buyer and seller signals could disappear back into the database.
Like many agencies, MATTHEWS. was also seeing unsubscribes increase while tougher inbox filters made it harder for emails to be seen at all.
They wanted to take the manual work off the team without taking the personality out of the marketing.
iRealty became the engine sitting quietly underneath the strategy, integrated through our Reapit Sales partnership and taking care of much of the repetitive work. Property alerts run consistently. Nurturing continues when someone shows intent. Engagement is profiled in the background. The manual pieces no longer take up the same amount of Caleb's time.
But the part the customer actually sees stayed unmistakably MATTHEWS. Caleb and the team did the part technology cannot do: they made people want to open the emails.
MATTHEWS. does not waste the inbox. Their subject lines are punchy, playful and designed to cut through the endless stream of predictable real estate emails. Getting someone to open is the first battle, and Caleb treats the subject line as part of the creative, not something thrown on five seconds before hitting send.
Open one of their campaigns and there is no wall of corporate copy. The content is personable, short, skimmable and curated. Even their set-and-forget communications feel considered rather than robotic. For an agency investing in a recognisable local brand, the inbox is another extension of that brand, not where it disappears into a cookie-cutter template.
Lead capture is built throughout their templates, and website capture feeds opportunities straight into nurturing workflows. Calls to action are deliberate. Property alerts and behaviour-based follow-up keep MATTHEWS. front of mind and keep conversations moving when someone shows intent. Someone can quietly click, browse and engage, and that behaviour does not disappear.
Instead of filling it with generic market commentary, MATTHEWS. uses the newsletter to reinforce why people should want to work with them. There are local property stories and useful information that give people a reason to keep reading, and bespoke branded calls to action that naturally create the next step.
They celebrate the people behind the agency too, including Lisa Cooke winning the 2025 Danny Coffey Sales Agent Award following her biggest year yet. That kind of content does more than fill an email. It builds familiarity, demonstrates expertise and gives potential clients proof that this is an agency performing strongly in their market.
Unsubscribe rates have dropped sharply since MATTHEWS. started using iRealty. People are staying engaged because the emails are reaching the inbox, and once they are seen, the content gives people a reason to want the next update.
Consistent use of lead prompts has already helped MATTHEWS. profile 38 potential selling opportunities. Those opportunities are surfaced through a monthly report, so the team can see who is engaging, who is showing selling signals and, most importantly, who might be worth calling.
That is the end game. Not more emails. More conversations.
MATTHEWS. can keep property alerts and nurturing running on a set-and-forget basis, profile live opportunities with every send and stay front of mind with their network, without Caleb spending his week manually piecing campaigns together. It is a simple trade-off: hand over the repetitive work, not the creative thinking.
Great marketing does not get interesting because it runs itself. Set-and-forget sending gives great marketers more room to be great.
MATTHEWS. is proving you can take the manual work off your team, stay consistently in front of your database, and still create marketing that feels fresh, human and unmistakably you.
If you are based around Aintree, Victoria and want an agency genuinely investing in how properties are presented, promoted and put in front of the right people, MATTHEWS. is well worth knowing.
Already an iRealty client? Take a leaf out of Caleb's book: make the emails unmistakably you, give every send a purpose, and let the set-and-forget work handle the rest. Join a live iRealty Academy session or book a health check with your Customer Success team.
