REA Group's Realestate.com.au is prioritising editorial by ramping up its associated content and product teams and launching a new-look news site.
The new investment in content comes as Australia’s leading property site surpassed 3.4 million visits for the news section alone, growing 509 per cent year on year (January 2015 – January 2016).
The new realestate.com.au/news, launched this week, features more video and visual content to meet Australia’s obsession for everything property.
REA Group Executive General Manager of Media & Marketing Libby Minogue says content plays an increasingly crucial role on realestate.com.au.
She says given 20 per cent of its unique audience of 6.06 million is purely seeking information and entertainment, the business means to feed its appetite for all things property.
“We are investing heavily in content to serve this portion of our audience who may not be looking to buy or sell but love property and spend time looking on realestate.com.au,” Minogue says.
“While our key focus is meeting the needs of our consumers and delivering them content that they will love, this also allows us to create seamless partnerships with our advertisers and brands.
"We create native (sponsored) content and experiences that enable brands to connect with our highly engaged audience, delivering outcomes and driving sales.
Realestate.com.au Managing Editor Sarah Millar adds her dedicated team of content producers will continue to bring readers all the things they love, from the latest property news, data and trends to dream homes, expert advice and how-to guides.
“Our chief economist Nerida Conisbee will provide market insights and expert analysis of the latest property trends,” she says.
“With our new-look news section, everything is bolder and brighter. Viewers can watch videos from the homepage and browse galleries of incredible properties in Australia and around the world.
“Plus all their favourite how-to guides are now found in the relevant section – whether they’re looking to buy, rent, sell, invest, renovate or simply dream,” Millar says.