Australia’s perennial runner-up in the real estate portal space, Domain, is now actively leveraging both Google and Facebook to attract more eyes on listings. But is it enough for them to challenge portal top dog realestate.com.au and will it help reduce marketing costs for agents?
Ostensibly, the reasoning behind Domain’s strategy is to enhance their Domain Extend program, in turn improving the traction of listings on their portal. They know that people use multiple channels to research property, and as such are broadening the scope of their efforts to reach those channels during that phase of the property buying cycle.
This would be achieved through more effective online advertising that is specifically targeted for individual users via data Domain collects to create unique personal profiles. They take information such as suburbs of interest and style of dwelling (e.g. family home in the suburbs or inner-city apartment for professionals) and combine this with data from searches on Google and Facebook to deliver tailored content.
This content of course includes advertising on both Google and Facebook, but also YouTube and Nine, furthering the reach of marketing initiatives to get the right properties in front of the right users.
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