Australian property rental site Rent.com.au has announced the launch of its industry-first “Local Ads” platform as an additional new revenue stream complementing its existing advertising products.
The advertisements allow renters who are new to a particular suburb to find out about local businesses in their area through the ads, which also link through to that business’s website or Facebook page.
Rent.com.au CEO Greg Bader said the advertisement platform works in two unique ways.
“This product is a little different, we wanted to be able to deliver relevant local content to our customers but also provide an opportunity for small businesses to reach out to people potentially moving into their suburb”, Bader said.
“Like many of our initiatives, this came about from talking to our customers. In this instance, they just also happened to be operating a bar. The question of finding new customers arose, and particularly how businesses without a large advertising budget could reach the local new customers that are the lifeblood of any small local business. Social media is an obvious choice but unless a lot of time, knowledge and money is invested, many of those platforms are not as targeted as needed,” Bader said.
“With over 30% of our population renting, renters make up a sizable and influential community. The
community aspect is important, there is a level of comradery around people renting and we see this
initiative as one of many that will allow renters to share and recommend great businesses, services
and experiences in their local area and we’re prepared to reward them for that."
Bader said renters also had the opportunity to benefit from the advertisements.
“If one of our renters recommends our local ad product to a small business, we will reward them with
a $10 gift card per month for as long as that ad is active on our site. Now, we don’t expect people are
going to retire off their commissions but it is an example of us recognising and supporting our renters.
"If they take the time to share their favourite local with 1,000’s of other renters the least we can do is
shout them a drink at their favourite local.”