Case Study: Furniture Options
(Rob Sambell)
From Event-Dependent to a Predictable $5M Digital Growth Engine
Inbound Pipeline
Built from zero
Revenue Growth
$3M → ~$5M annually
Lead Quality
Major uplift in commercial-grade enquiries
Acquisition Costs
(no more $20K–$40K expo dependency)
Sales Efficiency
Higher conversion rates, automated routing, less outbound calling
About The Business
Brett Spagnolo
Industry: New Home Consultant (Residential Construction)
Location: WA
Website: Operates under a major building group (no personal site)Brett helps WA families, couples, and first home buyers enter new homes with confidence. His process covers finance, design, approvals, and handover — providing a seamless building journey driven by transparency and personalised support
They service:
- Commercial builders
- Fit-out contractors
- Schools & education facilities
- Aged care centres
- Retail & hospitality venues
- Corporate offices
- Government & public sector projects
They provide full end-to-end solutions, including:
- Furniture procurement
- Space planning & layout design
- Fit-out coordination
- Delivery & installation
- Long-term commercial partnerships
Their value proposition is built on reliability, design expertise, and delivering commercial furniture projects efficiently and on budget.
The Challenge
Before working with us, Rob’s team had zero digital demand generation.
Their entire business depended on:
Expos & trade shows
Networking events
Referral partners
Word of mouth
Constant outbound calling
Even though the business was already strong, generating $3M–$3.5M annually, they hit a ceiling:
Growth Constraints
No predictable inbound lead flow
No diversification beyond events
Sales team stuck chasing prospects
Long stretches of inactivity outside event seasons
Operational Gaps
No qualification system
No automation
No CRM-driven segmentation
Acquisition costs inflated ($20K–$40K per event)
No digital presence
No strategic paid advertising
Our Strategic Approach
We designed a two-pillar acquisition ecosystem to liberate them from event dependency and build a predictable commercial pipeline.
Pillar 1: Conversational Qualification System
We deployed a powerful ManyChat-driven qualification funnel.
- 12–15 question filtering sequence
- Identified high-commercial-intent leads
- Routed enquiries directly to the correct sales rep
- Instant segmentation (project size, timeline, budget, industry)
Pillar 2: Multi-Channel Digital Marketing Engine
We transformed their acquisition system with:
- Meta Ads
- TikTok Ads
- Google Search & Display
- Product-focused campaigns
- Project-focused case study ads
- CRO and website modernisation
The key goal: Stop depending on events. Build an evergreen inbound pipeline.
What We Implemented
Strategy #1
Qualification Chatbot System
- ManyChat automation
- 12–15 qualification questions
- Real-time routing to sales
- High-intent lead identification
- Seamlessly integrated with CRM
Strategy #2
Diversified Sales Funnel
- Revamped landing pages
- CRO-driven redesign
- Funnel path: product ads → website → enquiry → chatbot → booking
- Automated nurturing
- Stronger messaging & trust-building elements
Strategy #3
Creative, Production & Positioning
The key goal: Stop depending on events. Build an evergreen inbound pipeline.
- Video ad scripting
- Video ad production (project tours, product demos, credibility assets)
- Social proof creatives
- Before/after visuals
- UGC-style ads
- Strong commercial messaging
Strategy #4
Multi-Channel Paid Advertising
- Meta Ads
- TikTok Ads
- Google Ads
- Retargeting
- High-frequency touchpoints
- Cross-platform optimisation
This created the first-ever predictable digital pipeline in the company’s history.
The Results
Pipeline Transformation
Brand-new digital inbound pipeline created
Predictable monthly commercial enquiries
Significantly reduced reliance on event-based marketing
Revenue Impact
Annual revenue increased from $3M → ~$5M
More stable monthly cash flow
Higher-quality commercial opportunities
Better close rates due to qualification system
Operational Efficiency
Sales team spent less time chasing unqualified prospects
Digital leads were better quality and higher intent
Automation improved sales rep utilisation
Better forecasting and pipeline visibility
Long-Term Growth
Sustained growth for 5 straight years
Established as one of WA’s commercial furniture market leaders
Digital-first acquisition system that compounds over time
The Results
Brand-new digital inbound pipeline created
Predictable monthly commercial enquiries
Significantly reduced reliance on event-based marketing
Revenue Impact
Annual revenue increased from $3M → ~$5M
More stable monthly cash flow
Higher-quality commercial opportunities
Better close rates due to qualification system
Operational Efficiency
Sales team spent less time chasing unqualified prospects
Digital leads were better quality and higher intent
Automation improved sales rep utilisation
Better forecasting and pipeline visibility
Long-Term Growth
Sustained growth for 5 straight years
Established as one of WA’s commercial furniture market leaders
Digital-first acquisition system that compounds over time
Client Testimonial
“Working with Ali and his team, we were able to achieve a consistent lead flow with lower costs. Before Ali, we were getting leads but the quality wasn’t there. After working with Ali, not only did we get a predictable digital pipeline, but the quality of leads became significantly higher. Of course, with their work, they put a smile on our face.”
Rob Sambell, Director, Furniture Options
Ready To Build A Pipeline Like This?
Let’s replace outdated marketing with a modern, predictable, scalable acquisition engine.