Bossman Media.

The Coach & Mick Molloy.
Homebuyers Centre

BossMan Media developed “The Coach and Mick Molloy” campaign for Homebuyers Centre, designed to reignite the dream of homeownership for first-home buyers who had given up due to financial barriers.

By introducing The Coach—a no-nonsense guide pushing buyers to take action—and partnering with Mick Molloy, the campaign used humour and relatability to cut through the noise. Mick, known for his laid-back persona, became the perfect face for the message: if anyone needed coaching to get off their mum’s couch and into a home, it was him.

Through a multi-channel strategy spanning digital, social, search, and talent-integrated radio campaigns, BossMan Media positioned Homebuyers Centre as the go-to solution for navigating finance, land selection, and home building. A $20K competition added an extra incentive, driving engagement and visits to display homes.

The results? Massive reach, a thrilled sales team, and a fresh database of leads, proving that with the right push, homeownership is more achievable than many thought.

You can read more about the campaign here.

Chapters

  • [00:00] - Introduction
  • [00:11] - Our challenge
  • [00:19] - The Coach
  • [00:55] - Mick Molloy radio read
  • [01:06] - What we did
  • [01:37] - The Results

Transcript

  • [00:00] BossMan Media

    Over the last few years, it’s been especially tough to get into the property market. Particularly for the first homebuyer. So tough, many had given up on the dream altogether. Our challenge was to reignite first homebuyers and position Homebuyers Centre as the best solution to the problem. You’re watching cat videos and you still haven’t got that new home happy.

  • [00:23] The Coach

    You’re watching cat videos and you still haven’t got that new home happy. Cat videos will not help you secure finance. They will not help you locate land and they will not help you build a beautiful new home.

  • [00:31] BossMan Media

    To capture the interest and data of qualified Homebuyers in an engaging way, we harnessed Homebuyers Centre’s new coach in a series of creative call to actions. Enhanced by a partnership with Mick Malloy, if anyone needed coaching to get off their mum’s couch, it was Mick. Mick and the coach offered listeners the chance to win 20K towards their new home.

  • [00:56] Mick Molloy Radio Read

    What does it look like? I’m watching TV. In this dump of a rental? So, what about it? Paying $300 a week. That’s over $15,000 a year. Homebuyers Centre can get you into your own home for about the same amount.

  • [01:09] BossMan Media

    Our strategy was to break the stigma that you needed hundreds of thousands of dollars upfront to buy a new home. We tied in our longstanding, 3K and you’ll be on your way slogan with a coach, positioning Homebuyers Centre as the experts who coach you through your buying journey in a really stimulating way.

  • [01:25] BossMan Media

    Across a strong mix of digital, social, search and talent integrated radio campaigns, we drove people to not only enter our competition, but to visit display homes. The results were massive, we reached millions, and the sales team were thrilled with our new database of leads. Our strategy successfully reignited the dream of home ownership.