“If you’re not on realestate.com.au you’re not in the market” is the message of realestate.com.au's latest consumer marketing campaign to reinforce the brand’s market leadership.
The REA Group brand’s biggest since August 2014, the new campaign will launch multiple content pieces as well as out of home media, print, radio, digital and social executions to air nationally over a five month period.
Executive General Manager Media & Marketing Libby Minogue says the campaign’s broadcast content features well-known actors Lucy Bell and Sybilla Budd in a voiceover.
"It represents real life situations in Australia where property is much more than a nest egg and a home – it’s also our favourite topic of conversation," Minogue says.
"is in the best position to keep property lovers informed through its digital tools, property listings, market analysis and in-depth knowledge," Minogue says.
Minogue says the new marketing campaign focuses on the property conversations people are having all over Australia every day.
"We know that almost 60 per cent of buyers are worried they will never be able to afford the property they would love and we want to help them achieve their property dreams.
“We want people to feel in control of their property journey – whether you are buying, selling or renting – and we want people to know that realestate.com.au is not only the strongest platform to buy, sell or rent, but also has valuable tools and information to help you on their way.
With more than twice the visits of any other property site and 94 per cent of properties for sale online, she adds more Australians use realestate.com.au than any other property site.
"The the new campaign will reassure people that when they're on realestate.com.au, they're the expert in the room,” she says.
Executive General Manager – Residential says Andrew Rechtman says there's a direct takeout for agents, too.
“Agents remain the most important resource a vendor has when it comes to marketing their property, and we know that the best agents make their vendor’s marketing dollars work harder," Rechtman says.
“This campaign clearly reinforces that realestate.com.au attracts the largest audience of people looking for property in Australia, delivering an exceptional return on investment for every vendor who includes realestate.com.au in their marketing schedule.”
Recent innovations include: