The unusual marketing play that supercharged an agency’s business

In a bid to innovate its strategy, the agency put on a series of concerts in Sydney in 2025 featuring a Persian artist, a marketing bet that could see it turn in half a million dollars in gross revenue.

Plus Notable general manager Franky Tjhin said the idea was the brainchild of sales assistant Arshia Daneshian, who was a concert promoter before transitioning to real estate.

“The idea seemed so obvious to him,” Tijhin told REB.

“Why not create a concert tour that appeals directly to our target market and fill the seats with people who can bring us future business?”

Tjhin said the team looked to take full advantage of the event for its branding, creating social media content, running online ads and hosting banners at the venue.

“Our team did everything they could to turn these concerts into a lead-generating and nurturing opportunity,” Tjhin said.

“They even took priority leads backstage.”

Across the three venues in the CBD, Castle Hill, and Chatswood, the concerts drew more than 2,000 people, and while it was “too soon” to fully understand the impact, Tjhin said the agency had already seen positive results.

“The concerts turned a profit in themselves, and over the medium term, I believe they will generate nearly half a million dollars in gross commission revenue,” he said.

“That kind of result is unheard of in real estate. How many times have you made a profit on your marketing spending while also generating that much in revenue?”

Beyond potential lead generation, Tjhin said there was a significant advantage to leveraging a point of difference in marketing.

“I think every real estate agency principal out there knows the industry needs to find new ways to reach buyers and vendors,” he said.

“Digital marketing consumes so much of our budgets. Yet, no one wants to rely solely on digital.”

“It doesn’t contribute much towards building the agent’s relationships or the brand's reputation within the community.”

Tjhin said that other agencies could look to utilise a similar strategy if they identified their target market and were willing to dedicate the necessary time.

“The team involved thinks it was a good result. We all think it was worthwhile.”

“For other demographics, I think it does make sense to do this, as long as you have connections with artists’ managers and the venues,” Tjhin concluded.