Scale with SI, not more staff.
SI systems for real estate agents and business owners, built into your business and run for you. It's the same system I run my own real estate business on: Stirling, an SI chief of staff, and 28 agents in five teams covering leads and calls, listings and deals, client contact, marketing, and oversight. Your content posts itself. Your leads hear back in minutes. You get your evenings back, without hiring. One system, managed for you, not five subscriptions you have to stitch together yourself.
My own business, measured 10 October 2026. This is what Backbone is built from.
Before, and after.
Backbone is for small, owner-led businesses where the owner is also the marketing team, the receptionist and the admin department.
Everything waits for you.
- Good content sits on your phone for two days before it goes anywhere
- A lead enquires at 9pm and hears nothing until you're back at your desk
- Follow-up lives in your head, not in a system
- Four or five apps, none of which talk to each other
- The newsletter has been "on the list" for a month
It runs, and you approve.
- New content is on Facebook, Instagram and YouTube within the hour
- New enquiries get a real response within minutes, day or night
- Every client is tracked from first contact to follow-up
- One system covers content, leads, the CRM and the newsletter
- You spend your time on the work only you can do
What comes off your plate.
Pick the pieces that actually help. Not the whole system on day one unless you want it.
Social media, fully run
Video, tips, data-driven carousels and engagement posts, run as one service across Facebook, Instagram and YouTube.
A weekly newsletter, done for you
Drafted, built and scheduled from your own list. The send stays your click unless you want it otherwise.
Instant lead response
Website and form enquiries get a real first response within minutes, not whenever you next check your phone.
CRM and nurture that run themselves
Segmented follow-up for new leads, customers and referral partners. Nothing goes out without your go-ahead.
SI-answered calls
Inbound answering and outbound calling under your own number, with a real handoff to you whenever it's needed.
A launch pipeline
Whatever you launch, the assets go in and the brochure, signage and collateral come out designed, staged for your approval.
A lead-capture website
Built, hosted and kept in sync with your CRM. The domain is registered in your name, always.
Every client tracked
Booking through delivery through follow-up, tracked as one pipeline instead of a checklist you have to remember.
One overseer watching it all
An oversight agent reviews the whole operation on a schedule and tells you what actually needs your attention.
Four sensible starting points.
Packages are a starting bundle, not a lock-in. Every module is also priced on its own below, run for you or handed over for you to own.
Content Engine
Your posting and email cadence, running without you.
- Social media management
- Newsletter automation
Lead Desk
Every enquiry answered, by chat or phone, day or night.
- AI chat assistant
- AI receptionist (400 min included)
- Instant lead capture and response
- SMS follow-up
Full Front Office
Content, plus everything that touches a live enquiry.
- Everything in Starter and Lead Desk
- Deal detection and reply watcher
- Nurture and CRM hygiene
- Oversight agent
Full Back-Office
The whole system, prospecting and launch pipeline included.
- Everything in Growth
- Autonomous dialler (300 min included)
- Timeline and launch pipeline
- Website build
Managed: I run it.
- I build it, run it, watch it and fix it. You never touch the technical side.
- Running costs included: hosting, AI, your phone number, call minutes and texts, up to a generous monthly allowance
- Setup fee, then monthly. Month to month, 30 days' notice.
- Changes, improvements and a monthly report included
Handover: you own it.
- I build it, set it up in accounts in your name, test it with you and hand you the keys
- One-off price, with 30 days of fixes included
- You pay the running costs straight to the providers: typically about $15–30 a month for a chat assistant, $60–250 for phone answering depending on calls
- Available for the AI chat assistant, AI receptionist, lead response, SMS follow-up, newsletter and website. Change your mind later and I can take it over with no new setup fee.
All prices in AUD, GST included. Use over an allowance is billed at a set rate on the next invoice, with a safety cap so there's never a surprise bill.
Or build your own.
Mix and match, or drop something later if it isn't pulling its weight.
Answers customer questions on your website around the clock, from your own information, and sends every real enquiry straight to you. Up to 4,000 replies a month included. Or own it outright: $1,590 one-off handover.
Answers your phone in a natural Australian voice, asks the right questions, books appointments and transfers to you when it matters. 400 call minutes a month included (lighter: 150 min at $299; busier: 1,000 min at $799). Or own it outright: $3,390 one-off handover.
Video, tips, carousels and engagement posts across Facebook, Instagram and YouTube.
Drafted, built and scheduled from your own list. The send stays your click. Or own it outright: $1,190 one-off handover.
A real first response within minutes. Your own number and 200 texts a month included. Or own it outright: $1,590 one-off handover.
Deduplicated, rate-limited and sent within legal hours. Nobody double-texted, nobody messaged at 11pm. 500 texts a month included. Or own it outright: $1,290 one-off handover.
An offer, order or booking surfaced in full, with a safe acknowledgement sent automatically.
Watches for replies, alerts you and waits for your direction. It never replies on its own.
Segmented drip sequences. Enrol on instruction only.
Booking through delivery through follow-up, as one pipeline.
Dedup, gap-filling and list imports without touching a spreadsheet.
Works a list toward a booked appointment or quote and logs every call. Held behind a go-live switch you control. 300 call minutes a month included.
From booking the shoot to launch day. The photographer is booked for you; when the photos arrive by email they're filed and loaded into your CRM, the description is written, and the brochure and signage are designed for your approval before anything prints or goes live.
Built, hosted and synced with your CRM. Domain registered in your name. Or own it outright: $2,790 one-off handover.
Reviews the whole operation on a schedule and tells you what needs your attention. All AI usage included.
All prices in AUD, GST included. Monthly prices are for Managed.
About thirty minutes of your time.
Nothing to install and nothing new to learn.
One call
I learn how your business runs today and we pick what actually helps.
You connect your accounts
A handful of logins you already have: Facebook, your CRM, your email tool. About 30 minutes in total.
It runs
You review and approve early on, then it keeps going. I watch it and keep improving it.
No lock-in. No surprises.
Setup fee
50% deposit to start the build. The other 50% when it goes live and you've seen it working. Handover is the same: 50% to start, 50% on handover day.
Term
Month to month by default, cancel any time with 30 days' notice. Or commit to 12 months and the monthly rate drops 10% for the life of the term.
Running costs
On Managed, hosting, AI, your phone number, call minutes and texts are included up to your allowance. Domain registration (in your name) and any physical printing are billed at cost, always shown to you before anything is ordered.
Built on a real business
Every module started life in my own real estate business, where it still runs every day. You're getting what works, not a theory.
Twenty minutes to see what's worth automating.
Bring how your business runs today. I'll tell you honestly what Backbone would change, and what it wouldn't.