A Historic Residence, a Record Sale for Wagga Wagga: 109 Fox Street

The sale of Conjura, one of Wagga Wagga's historically significant residences, presented an opportunity that required a carefully considered approach. Built in 1910, the grand period home held a distinctive place in the local community, with its architectural character and history central to its appeal. With a price guide of $2,800,000 to $3,000,000, the challenge was to connect this remarkable property with a buyer who recognised its significance and appreciated the importance of preserving its authenticity.

A property with a story worth telling

Set on an expansive 2,023m² allotment in Central Wagga Wagga, Conjura offered five bedrooms, four bathrooms and four carports, alongside more than a century of local history.

Recognising that the property's heritage and grandeur would be its strongest selling points, Paul Gooden developed a campaign centred on storytelling. Rather than focusing solely on the home's features, the strategy was to communicate its historical significance, distinctive character and connection to the Wagga Wagga community.

An important part of this approach involved showcasing historical items the owners had uncovered during renovations. These included a coal bucket from the original water heating system, hand-blown glass bottles, religious pictures and various pieces of iconography. Displayed throughout the home, these discoveries offered a tangible connection to its past, adding another layer of authenticity to the property's presentation.

The pricing strategy was equally deliberate. Positioned well above Wagga Wagga's median house price, Conjura required a targeted approach that would reach buyers capable of recognising its unique value.

1 / 6

Bringing Conjura's history to a wider audience

A custom marketing campaign was developed to give Conjura a level of presentation and exposure that reflected its significance.

Fitzpatricks' in-house marketing team invested approximately 11 hours into professional photography and post-production, capturing the property through daytime, twilight and aerial imagery. A further 20 hours went into producing a luxury property video, featuring an introduction by Paul Gooden and highlighting the home's history and character.

The storytelling extended beyond traditional property advertising. Media releases were distributed to local outlets, resulting in coverage across WIN News, Prime News, The Daily Advertiser and Region Riverina. This generated broader community interest and encouraged people to share their own memories and connections to the property.

The campaign was supported by targeted pay-per-click advertising across Meta and Google, an upgraded realestate.com.au Luxe listing, social media promotion and exposure across major property portals. Conjura was also featured in Fitzpatricks' eNewsletter, reaching more than 3,000 recipients, alongside premium print advertising, professional brochures and a prominent landscape signboard.

The response was significant enough that only one of the four scheduled full-page newspaper advertisements was required before the property sold.

Community interest translates into genuine buyer competition

Conjura's history proved to be a compelling point of connection, generating substantial engagement across both local media and Fitzpatricks' digital channels.

The organic Fitzpatricks Facebook post alone attracted 94,355 views and 2,133 link clicks, while video coverage through 7 News and WIN News generated more than 25,000 and 22,000 views respectively.

Across the broader campaign, pay-per-click advertising delivered 58,730 impressions and 1,407 link clicks. The property also recorded 2,963 page views on realestate.com.au and a further 2,968 on Domain.

Importantly, the campaign was designed to convert this widespread attention into interest from qualified buyers.

Rather than conducting traditional open homes, inspections were arranged by appointment at predetermined times. This allowed the sales team to focus on genuinely interested purchasers while creating an environment that encouraged competition.

The strategy achieved its intended outcome, with multiple interested parties inspecting the home and offers received at varying price points.

For Paul Gooden, understanding what made Conjura different was fundamental to the campaign.

"You've got to pay respect to the property itself ... it requires attention to detail. I understood the significance of Conjura as a property with more than just an ordinary everyday history - it had meaning."

— Paul Gooden

A record-breaking $3,000,000+ sale in just 27 days

After just 27 days on the market, Conjura sold for over $3,000,000, exceeding the upper end of its advertised price guide and establishing a new residential sale price record for Wagga Wagga.

The result also surpassed all previous residential sales in Central Wagga Wagga, marking a significant milestone for the local property market.

The campaign generated more than 170,000 digital views across local media and marketing channels, excluding the additional exposure achieved through prime-time television coverage on two networks.

By combining extensive media exposure with carefully managed private inspections, the campaign translated broad community interest into genuine buyer engagement and ultimately a record-breaking sale.

Why a storytelling approach made the difference

Conjura's sale demonstrated the value of recognising what makes a property truly distinctive and building a strategy around those qualities.

Its historical significance was more than a feature to promote. It became the foundation of the campaign, creating an emotional connection with the community while communicating the property's value to a highly specific buyer market.

The combination of heritage-focused storytelling, premium visual presentation, widespread media coverage and a controlled inspection strategy ensured Conjura was positioned appropriately for its unique circumstances.

For a property that required more than a conventional sales approach, the result reinforced the importance of understanding the home, identifying the right audience and presenting its story with care. That considered strategy contributed to a sale that not only exceeded the asking price but established a new benchmark for residential property in Wagga Wagga.