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Case Studies

Delivering insights into Sydney’s Prestige Real Estate Market

McGrath logo Synonymous with high-end residential sales in the CBD, Sydney Harbour foreshore, and Eastern Suburbs,  Richard Shalhoub has carved an enviable name in Sydney’s prestige market and holds a dominant share  within this select demographic.

His unparalleled knowledge, exemplary service and exceptional sales performance have deepened his  highly regarded reputation as a trusted resource among both clients and peers. He represents a host of  high profile clients who value his transparency, professionalism and direct approach. His expertise is  exemplified by being selected to manage the sales of McGrath CEO John McGrath’s harbour front homes.

Inlumino Communications was appointed to establish, manage and drive Richard’s online presence. This was accomplished by composing and publishing content on Richard’s blog , and developing Richard’s LinkedIn and Twitter presence.

Blog content was focused on trends in the Sydney prestige real estate market, but also on providing an insight into the suburbs Richard operated in. This insight demonstrated his strong links to each suburb’s business and community hubs, and also shared each suburb’s lifestyle to potential buyers. This engaging content engaged viewers online and was a refreshing break from real estate’s traditional focus on sale prices and new listings.

Over a 12 month period, Inlumino Communications delivered:

  • Accurate, engaging, and well-researched content for Richard’s website.
  • Driving online property enquiries and cementing Richard’s online presence as one of Sydney’s top agents.
  • 1345 LinkedIn Post Followers
  • LinkedIn posts received an average of 75 views and 14 likes each

“Sam has been managing my social media campaign and content for about 12 months now and over this period has been a delight to work with. The creative approach to promoting myself and my business has proven to be very beneficial.” Read more of Richard’s testimonial here.

We Know Commercial Property, We Know Surry Hills

DB PropertyDB Property logo for Inlumino is a commercial property agency specialising in property in Sydney’s CBD fringe: Surry Hills, Darlinghurst, Redfern, and Glebe. DB Property approached Inlumino Communications to implement a 2 month Facebook promotion in order to improve their online engagement.

The DB Property Facebook campaign ran over January and February 2016 and, using a mix of organic posts and paid advertising and boosting to increase engagement and also lift their overall page Likes from 412 to 707.

Part of DB Property’s social media strategy involved sharing curated content about commercial property as expected, but also included sharing content regarding Surry Hills. New restaurants, community events, and reviews of local shops and cafes in Surry Hills was shared to increase local engagement and provide a point of difference. DB Property’s sale and lease listings were posted and promoted to increase reach. Paid ads were targetted geographically and demographically to appeal to DB Property’s target market: City fringe located business

Results: Promoted posts received on average 41 likes and 17 link clicks, driving traffic to DB Property’s listings. Promoted posts, combined with Facebook page promotions, delivered 305 new Likes in just under two months.


Big Change is Brewing: Change Coffee Day 2015

Change CoffeeChange Coffee logo is a fundraising initiative for the not-for-profit organisation Eniwe Children’s Fund, which is on a mission to improve the lives of abandoned and underprivileged children through various housing, food, and skills development initiatives in sub-Saharan Africa.

Change Coffee Day is ‘Buy 2, Get 1’ with the cost of the second cup funding programs run by Eniwe Children’s Fund. On Friday 4th of December 2015, Sydney coffee lovers had the chance to help change the world by being a party of the inaugural Change Coffee Day by buying coffee from participating cafes across Sydney, regional NSW and South Africa.

As the 2015 Change Coffee Day was the inaugural event, Founder Robyn Borruso approached Inlumino Communications for assistance with PR in order to raise awareness of the day. Inlumino Communications’ role included devising a media strategy, composing media releases and alerts, pitching the event to media outlets, and managing the participating cafes by location for media use.

In the lead up to Change Coffee Day, Inlumino Communications achieved media coverage for Change Coffee in local media across regions where there were a number of participating cafés. Media coverage was also achieve in urban, trade, event, coffee, and food, digital media.  This media coverage communicated with coffee lovers across Sydney, but also helped attract more cafes to participate in the


Selling hundreds of coffees through café’s across Sydney, regional NSW and South Africa, helped the inaugural Change Coffee Day raise $8732.70 for the Eniwe Children’s Fund. A great result for its first year.

“On a recommendation, I contacted Sam at the 11th hour for urgent help on a project I was initiating. I needed help, and I needed it fast! Sam was the consummate ‘can-do’ guy and launched right into it. Despite my ridiculous time frame, Sam delivered over and over again with fantastic results.” Read more of Robyn’s testimonial here.


If they’re zigging, I want to zag.

20022014013110530568ee4f81eUnder The Hammer is a real estate auction service provider with over a dozen auctioneers conducting hundreds of real estate auctions across Sydney every week. To further establish themselves in the market, Matthew Shalhoub, Principal of Under The Hammer appointed Inlumino Communications to implement a Content Marketing and Social Media campaign that would differentiate Under The Hammer from competitors.

“If they’re zigging, I want to zag,” Matthew stated.

Content Marketing: Inlumino Communications implemented a content marketing program that focused on providing insight into the auction process, commentary on the booming Sydney real estate and auction market, and outlining relevant auction information.

Unlike other auction houses, Under The Hammer did not focus on its specific auction results. This differentiation demonstrated to potential clients that a good result was the due to the hard work of agent – Under The Hammer auctioneers were there to put the icing on the cake.

Content was primarily targeted towards real estate agents seeking an auctioneer, but also kept in mind that much of the content could and would be insightful to a wider, general audience. An auctioneer profile series was also published to shed light on the people that make Under The Hammer the success that it is.

Social Media: Twitter and Linkedin were specifically chosen as social media platforms due to the designated audience. As Under The Hammer was a key player in the real estate market, LinkedIn was a key platform. Over the course of a 9 month campaign, Inlumino Communications grew Twitter followers organically from 863 to to 1,106 followers with high levels of weekly engagement.

PR: Publicity was also achieved for female auctioneer Alexia Pettenon, highlighting her story as a female auctioneer, the hurdles she was overcome and the many successes she’s enjoyed being an auctioneer.

Samuel’s extensive knowledge of all platforms helped to generate a large following. His consistency in scheduling updates, attracting followers to our social media and identifying target markets for articles  clearly places him at the upper echelon of his field. I would highly recommend Samuel for all your social media requirements. Read more of Matthew’s testimonial here.


Creating Visible Thoughts

SER Team Capital Finance Award 2011-2013 250px S.E. Rentals is an independent finance company specialising in vendor equipment finance. To  capitalise on the company’s recent rapid growth (57% in 2012, 36% in 2011) Managing Director  Steve Sykes wanted to implement a campaign that would increase traffic to S.E. Rentals’ website,  improve their Google ranking and improve communication with current and potential clients.

The company’s competitors heavily occupy the first few pages of Google. Before the campaign S.E.  Rentals’ website could not be found on the first 10 pages of Google under their key search terms  ‘vendor equipment finance’.

 Inlumino Communications was appointed in January 2013 to implement all  facets of S.E. Rentals’ online communication campaign. Samuel Spurr introduced  social media concepts to the organisation and implemented a B2B content marketing campaign.


  • Educate staff and executive team on the benefits of an online social media campaign
  • Position Steve Sykes as a thought leader
  • Increase website traffic
  • Establish social media platforms to support S.E. Rentals’ blog ‘Visible Thoughts’


  • Conduct social media seminars with key staff
  • Establish and manage social media accounts
  • Create blogging calendar
  • Compose blog posts / edit blog posts written by staff


  • Monthly website page views increased from 1097 in May 2014 to 4113 in March 2015.
  • New visitor rate increased from 32.5% in May 2014 to 66.2 in March 2015.
  • Twitter (44%) and LinkedIn (38%) are main sources of web visits from social
  • Steve Sykes established as a thought leader in the industry and invited to speak at BTAS Conference in 2015.

We are a social media player: we blog, we tweet, we generate content and would like to think that we are fast becoming thought leaders.We have organically risen from Google obscurity to page two and it’s still early days.  - Steve Sykes, Managing Director, S.E. Rentals. Read more of Steve’s testimonial here. 


If you don’t know, now you know

DSC_0109a Opening in April 2013, Hustle & Flow was the first small bar in Sydney to have a hip-hop theme,  infusing hip-hop culture into every part of the venue. Rap and RnB music oozes out of the sound  system, highly regarded graffiti artists have painted the venue’s walls, and the cocktail and  drinks list has been inspired by classic hip hop and RnB lyrics.

Hustle & Flow appointed Inlumino Communications to implement a publicity campaign that  would deliver media coverage of their opening and reviews of the venue. Being owner-operators,  the Hustle & Flow team did not have the time to approach media and manage journalist  enquiries.

Media Coverage: Inlumino Communications achieved coverage for Hustle & Flow in street and mainstream media, online urban lifestyle sites, and hospitality trade mediaMedia highlights include announcements and reviews in Sydney Morning Herald’s Tuesday lift-out Good Food, Concrete Playground, Daily Addict, and Australian Bartender Magazine.


• SMH Good Food, Bar Hop, 4.6.13
• SMH Critic’s Choice, 3.5.13
• The Brag
• Central

• The Shout
• Australian Bartender Magazine
• Bars & Clubs Magazine

We always planned to use PR when launching our business, Hustle & Flow Bar, but the reach we achieved was beyond our expectations. We had write ups before we even opened! We featured in local and major media outlets, online and in print.
From the time we briefed Sam to dealing with additional media enquiries, it has all been easy and productive. – Tim Duhigg, Owner, Hustle & Flow. Read more of Tim’s testimonial here.