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For mattress stores

Lie down tonight, sleep on it 100 nights, upgrade the base. The chains can't match the showroom trial.

In-House is your AI marketing team. It actually wins the considered $3k mattress brief: ships your construction-and-firmness comparison pages, runs the 'Sealy Posturepedic [suburb]' and 'pocket-spring vs memory foam' Google Ads, posts the showroom-trial walkthrough Reels and the 100-night promise on every page.

No charge for 7 days Cancel in two taps Live in 9 minutes

Three options. Only one actually works for your business.

Agency
$2,500 to $4,000 / mo
Slow. Expensive. Removed from your business.
You get a glossy bedroom-imagery refresh, a quarterly Google Ads report dominated by 'Koala' and 'Sealy' brand keywords you should never have bid on, and a contact who has never sat with a customer through the soft-medium-firm test or quoted an adjustable base attach. Meanwhile Snooze and Forty Winks outrank you on every 'mattress store [suburb]' search and Koala eats the under-30 customer with a four-week Instagram retargeting sequence you can't match.
DIY tools
$120 to $250 / mo + your evenings
Cheap, but it just hands you a dashboard.
Squarespace, Google Ads, Mailchimp, Canva, and a Meta account that ran one EOFY campaign and stopped. Cheap, but you write the 'pocket-spring vs memory foam' explainer on a Sunday after closing and the adjustable-base attach page that would lift the average sale by $1,500 never gets done, and the Koala billboard at the train station keeps pulling your Tuesday-night walk-in down to the warehouse-direct alternative.
ACTUALLY DOES IT
In-House
$299 / mo flat
Cheap, and it actually does the work.
The AI marketing team writes the captions, ships construction-and-firmness comparison pages and a page per Sealy, Sleepmaker, King Koil, AH Beard and Tempur range, runs the 'mattress store [suburb]' and 'pocket-spring vs memory foam' Google Ads, and posts the showroom-trial Reels with the 100-night promise. You sell, you size, you approve the week.

The chains have the recall. You have the showroom-trial-tonight and the 100-night promise.

The reality

Independent mattress stores compete on a battlefield owned by two waves: Snooze, Forty Winks, Bedshed and Beds R Us for the high-street showroom search, and Koala, Sleeping Duck, Eva, Emma and Onebed eating the under-40 customer with venture-funded Instagram and Facebook spend. You can't outspend any of them and you can't replicate Koala's same-day-shipping promise. What you can do is own the suburb on local search, build a page per construction-and-firmness combination (pocket-spring medium, memory-foam soft, hybrid firm, latex), and dominate the showroom-trial-tonight conversation the DTC players structurally cannot offer because they ship to a doorstep, not a showroom. The independents that grow treat the chains as background noise and the customer who walks in for a $2,500 queen as a $5,000 adjustable-base, split-king upgrade across the next three years.

What good looks like

Good mattress-store marketing is three things, in this order: a construction-and-firmness page library that ranks for the high-intent comparison searches the DTC brands and the chains both skip ('pocket-spring vs memory foam [suburb]', 'Sealy Posturepedic stockist [city]', 'AH Beard Domino [city]', 'best mattress for back pain [suburb]'), each with the AS 2281 firmness band, a 100-night-trial promise, free delivery and free old-mattress pickup; a Google Ads campaign on 'mattress store [suburb]', '[premium brand] stockist [city]' and 'split-king adjustable base [city]' that skips the broad 'mattress' bids Koala and Snooze will outbid you on; and an Instagram and Facebook cadence built around the showroom-trial-tonight Reel, the 100-night-trial explainer, the adjustable-base demo, and the Sleep Health Foundation tie-in. Add a split-king dual-firmness adjustable upsell, a finance option and an Australian-made-by-AH Beard story and you've built a moat the DTC brands structurally cannot replicate.

Snooze and Forty Winks own the broad search
The chains have national catalogue spend, locked map-pack spots, and a TV-ad cycle that repeats every long weekend. You can't beat them on 'mattress'. You can beat them on the construction-and-firmness long tail and on the showroom-trial-tonight promise their staff can't honour because the closer is always trying to upsell you to clear stock.
Koala and Sleeping Duck are eating the under-40 customer
Koala, Sleeping Duck, Eva, Emma and Onebed have the 100-night-trial conversation already won online. You can offer the same trial plus the lie-down-tonight showroom they structurally can't match. Almost no independent shop says either of those things clearly anywhere on the website.
The pocket-spring vs memory-foam conversation is the entire sale
A $2,500 mattress sale lives or dies on the conversation about construction (pocket-spring, memory foam, latex, hybrid, adjustable) and firmness rating (AS 2281 scale). Most independent shop websites have a generic product grid with no explainer and no firmness picker, so the customer goes back to Koala's quiz instead.

Real work. Not a slide deck.

In-House publishes to your real accounts and your live site. Here is what a mattress store sees in the first weeks, in the actual format it lands in.

Web Agent
Live · yourbusiness.com.au/sealy-posturepedic-stockist-chatswood
yourbusiness.com.au/sealy-posturepedic-stockist-chatswood

New brand-and-construction landing page: 'Sealy Posturepedic stockist, Chatswood showroom, trial tonight' H1, the Posturepedic Plus and Crown Jewel ranges on the floor with AS 2281 firmness ratings, a 100-night trial promise, free delivery and free pickup of the old mattress within 25 km, a split-king and adjustable-base attach option, and schema marking the page as a mattress-store authorised stockist. Indexed in 48 hours, ranking page 1 for 'Sealy stockist Chatswood' inside a fortnight.

One page per brand and construction combination
Advertising Agent
Live · Google Ads · construction + suburb + brand targeting
Ad · yourbusiness.com.au
Pocket-Spring vs Memory Foam · Chatswood

Lie down on every construction in our Chatswood showroom tonight. Sealy, Sleepmaker, AH Beard Domino, Tempur. 100-night trial. Free delivery and old-mattress pickup. Adjustable base attach available. Open till 6pm.

Skips the broad 'mattress' bids Koala will outbid you on
Social Media Agent
Scheduled · Sat 10:00am · Instagram Reel + Story
Your photo
Reel from this morning's showroom-trial walkthrough

"Today's trial: a couple comparing the Sealy Posturepedic Plus pocket-spring against the Tempur Sealy hybrid and the AH Beard Domino latex. The husband sleeps hot, the wife sleeps cold, they needed the split-king dual-firmness adjustable for that exact reason. Spent 30 minutes lying on each, talked through the AS 2281 firmness ratings, picked the adjustable base setup, free delivery booked for Wednesday. This is what showroom-trial-tonight actually means." Drafted from the showroom footage you filmed. You approve, it posts.

Showroom-trial Reels do the trust-building Koala can't fake
SEO Agent
Auto-applied · approval rules
Google Business Profile rebuilt around constructions and brands
Services list expanded from 4 to 22 (Sealy Posturepedic stockist, Sleepmaker stockist, King Koil, AH Beard Domino, Tempur, pocket-spring construction, memory foam, latex, hybrid, adjustable base, split-king dual-firmness, 100-night trial, free delivery, free old-mattress pickup, queen + king + super-king sizing, 10-year warranty, finance available, Sleep Health Foundation member, +3 more), 'wheelchair accessible entrance' attribute added, primary category corrected from 'Furniture Store' to 'Mattress Store', AS 2281 firmness-scale education posts published weekly.
Live in your profile within the hour
$299 / mo
Flat. No tiers, no markup.
9 min
From sign-up to live marketing.
60+
Pieces of content a month.
0
Contracts. Cancel any time.

Six agents, working in your accounts.

Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.

Account Lead

Builds your annual plan around the showroom-trial-tonight brief Koala and Sleeping Duck structurally cannot offer and the construction-and-firmness conversation Snooze closers skip. Briefs the other agents so the brand pages, the local ads, the showroom Reels and the adjustable-base attach all push toward the considered $2,500 customer who walks past the Snooze long-weekend banner on the way to your showroom.

Answers: the pocket-spring vs memory-foam conversation is the entire sale
Web Agent

Imports your existing Shopify or Squarespace site so you stop paying for the agency hosting bill on top of the e-commerce plan, and makes shipping a new brand or construction-comparison page a five-minute job. Builds a page per premium brand (Sealy, Sleepmaker, King Koil, AH Beard Domino, Tempur), a construction-comparison page (pocket-spring vs memory foam vs latex vs hybrid), a split-king adjustable-base page, a 100-night trial page, and a free delivery and pickup-of-old-mattress promise page, to your live store in two taps.

Answers: koala and sleeping duck are eating the under-40 customer
SEO Agent

Goes through your live site for the things that actually move local mattress-store rankings: '[brand] stockist [city]' on the brand-page H1s, mattress-store schema (not generic furniture-store), weekly construction-and-firmness posts on the Google Business Profile, primary category corrected from 'Furniture Store' to 'Mattress Store', Sleep Health Foundation tie-in posted, AS 2281 firmness-scale explainer pinned to the home page. Auto-applies the low-risk fixes; flags anything bigger.

Answers: snooze and forty winks own the broad search
Advertising Agent

Launches Google Ads on the high-margin queries the chains and the DTC brands both overlook ('pocket-spring vs memory foam [suburb]', 'split-king adjustable base [city]', '[premium brand] stockist [city]', 'best mattress for back pain [suburb]') and skips the broad 'mattress' bids Koala and Snooze will outbid you on. Runs a Meta retargeting layer on the showroom-trial Reels for the considered customer who needs three visits before they buy. Pauses spend the day after EOFY so spend doesn't bleed.

Answers: koala and sleeping duck are eating the under-40 customer
Social Media Agent

Turns every showroom trial, every adjustable-base demo, every Sealy delivery into a Reel in your real accounts: a Saturday morning couple working through the construction comparison, a Tuesday afternoon split-king dual-firmness demo, a free old-mattress pickup. Builds the showroom-trial trust signal Koala's stock photography never will. You film 30 seconds in the showroom, the agent drafts the caption in your voice, you approve.

Answers: the pocket-spring vs memory-foam conversation is the entire sale
Content Agent

Drafts the long-form pieces customers Google before they buy: 'pocket-spring vs memory foam vs hybrid: which suits your sleep style', 'Koala vs Sealy vs Sleepmaker: the showroom-trial verdict', 'how to choose a mattress firmness on the AS 2281 scale', 'is a split-king adjustable base worth the upgrade for couples'. Two drafts a month, in your voice, that pull in the careful researcher weeks before they walk past the Koala billboard on the way to your showroom.

Live in your accounts, fast.

The heavy lifting comes off your plate the day you sign up. Here is what you see by the end of week one.

  • Showroom site imported off Shopify or Squarespace, hosting and CMS bills retired by Friday.
  • Brand-and-construction pages for your three biggest names (Sealy Posturepedic, AH Beard Domino, Tempur) drafted and indexed by day 7.
  • Google Ads ready to launch on '[premium brand] stockist [city]' and 'pocket-spring vs memory foam [suburb]' by day 10.
  • 100-night-trial promise and free old-mattress pickup embedded on every product page so the Koala comparison stops costing you the sale.
  • AS 2281 firmness-scale explainer pinned to the home page and the construction-comparison page by day 6.
  • Google Business Profile recategorised from 'Furniture Store' to 'Mattress Store' with Sleep Health Foundation tie-in posted by day 4.
  • Split-king adjustable-base attach upsell live on every queen and king product page so the average order value lifts.
  • First fortnight of showroom-trial-tonight Reels queued from the floor footage you film between customers.
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Your first 30 days.

  • Site imported, agency hosting and CMS bills killed (e-commerce cart kept intact)
  • Annual plan around the showroom-trial-tonight brief and construction-and-firmness conversation delivered by Sam
  • Google Business Profile recategorised as Mattress Store, Sleep Health Foundation tie-in and AS 2281 firmness-scale education posted
  • Three brand-and-construction pages indexed (Sealy Posturepedic, AH Beard Domino, Tempur stockist)
  • Google Ads live on '[premium brand] stockist [city]' and 'pocket-spring vs memory foam [suburb]'
  • Split-king adjustable-base attach upsell deployed across queen and king product pages
  • Mattress-store and stocked-brand schema shipped, 100-night-trial and 10-year warranty surfaced
  • 'Koala vs Sealy vs Sleepmaker: the showroom-trial verdict' explainer drafted
The bottom line

Independent mattress stores don't lose to Snooze, Forty Winks or Koala on craft. They lose because the considered $2,500 customer Googles 'best mattress', sees the DTC Instagram ad or the Snooze long-weekend banner, and never finds out the Sealy stockist with the showroom-trial-tonight promise is in their suburb. The fix is not a louder showroom; it's a construction-and-firmness page library, a local ad set on the brands you stock, a weekly showroom-trial Reel cadence, and a split-king adjustable-base attach upsell that turns the $2,500 queen into a $5,000 sale Koala will never see.

Agencies are too dear to actually run the brand pages, the construction comparisons and the showroom-trial Reels for $3.5k a month. Tools are cheap but the AS 2281 explainer stays on your to-do list while Koala's quiz pulls in another under-30 customer. In-House is the third option: for $299 a month the agents ship the pages, launch the local ads, post the showroom-trial Reels and adjustable-base demos, and keep your Google Business Profile beating Snooze in your postcode. You stay in the driver's seat, two taps to approve, minutes a day. Stop letting Koala take the customer who'd rather lie down on a mattress before they buy one.

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Frequently asked.

Can an independent really outrank Snooze, Forty Winks and Koala?
On the broad 'mattress' search, no, those competitors have years of map-pack authority and seven-figure ad budgets. On '[premium brand] stockist [city]' (Sealy, AH Beard, Tempur), yes, and almost always inside a few months. On the construction-and-firmness long tail ('pocket-spring vs memory foam [suburb]', 'split-king adjustable base [city]', 'best mattress for back pain [suburb]') the DTC brands and the chains both barely compete because their conversion path skips the conversation. Twenty brand-and-construction pages plus a complete Google Business Profile beats one generic landing page on the long tail, every time.
Koala and Sleeping Duck have a 100-night trial. Can I really beat that?
You can match it and add the lie-down-tonight showroom they structurally cannot offer. The Web Agent puts the 100-night-trial promise on every product page alongside the free delivery and free old-mattress pickup that Koala won't do for under-$1k orders. The Social Media Agent posts the showroom-trial Reel weekly so customers see the comparison conversation they can't have over a phone with a chat bot. The Content Agent's 'Koala vs Sealy vs Sleepmaker: the showroom-trial verdict' draft is the SEO piece that pulls in the customer who's halfway through the Koala checkout and wants a second opinion.
We stock Sealy, Sleepmaker, King Koil, AH Beard Domino and Tempur. Does the agent handle that range?
Yes. Each premium brand gets its own stockist page with the current ranges on the floor (Sealy Posturepedic Plus and Crown Jewel, AH Beard Domino, Sleepmaker, King Koil, Tempur Sealy hybrid), the AS 2281 firmness band, the 100-night trial, the construction explainer and the adjustable-base attach option. The Advertising Agent runs '[brand] stockist [city]' as the keyword set for each. The Social Media Agent rotates through brand-and-construction Reels so the showroom range is visible on the grid, not buried in a generic product photo.
I sell a lot of split-king adjustable bases. Can the team push that upsell?
Yes, and it's one of the highest-impact additions to the page library. The Web Agent puts a 'split-king dual-firmness adjustable upgrade' callout on every queen and king product page with the price-from band and the comfort-and-medical case (acid reflux, snoring, partner-different-firmness). The Advertising Agent runs a dedicated 'split-king adjustable base [city]' ad group at a higher bid because the AOV is double a flat-base queen. The Social Media Agent posts a weekly adjustable-base demo Reel. AOV typically lifts by 35 to 60 percent in the first two months.
Will the showroom-trial Reels sound like AI? My customers know the voice of the showroom.
They will sound like you, because the Social Media Agent learns from your existing posts during onboarding and you approve every draft before it ships. You film 30 seconds of a trial or an adjustable-base demo, the agent drafts the caption from what's in the footage (the brand, the construction, the firmness rating, the upgrade decision), you approve in two taps. If a draft feels too sales-y for your floor voice, you correct it once and the voice updates for next time.
Can I cancel if it isn't working?
Two taps, any time, no exit fees and no notice period. You keep your imported store, your brand-and-construction pages, the AS 2281 explainer, the Google Business Profile work and the social grid. There is no $3.5k-a-month agency lock-in and there is no six-month minimum.

Bring your marketing in-house this week.

Six agents planning, publishing and optimising your social, SEO, ads and web, full-time on your business. $299/month. No contract.

Contact us
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