The sons of Fairfax Media chief executive Greg Hywood and former Domain chief executive Anthony Catalano have launched a new site specializing in the marketing of house and land packages, HouseandLandDevelopments.com.au, under the AD Group umbrella which is set to deliver a cost-efficient marketing tool for the booming land market as property prices drive buyers to the outer suburbs.
The launch follows the success of the Group’s existing platforms; Apartment Developments, a dedicated resource for marketing off-the-plan apartments, and Development ID, an off-the-plan stock management and network connection tool for agents and developers.
AD Group is one of the fastest growing businesses in Australia’s real estate technology category in terms of listing volume which has more than doubled in the last year. The extraordinary growth in listings on the site comes at a time when the off-the-plan residential market has tightened in key locations, such as Melbourne and Sydney, due to changes in stamp duty
concessions for local and foreign investors.
The young start-up has established itself as one of the most successful real estate technology businesses in the country with revenue doubling each year for the past three years and achieving more than 100 percent growth in audience and enquiry levels in the past 12 months.
The Group, which delivers conversion rates as high as 17 percent from enquiry to sale on its Apartment Developments platform, believes the proven formula of fully integrated marketing campaigns, combined with securing quality retail and channel leads, will translate into the house and land market, giving developers, builders and project marketers an increasingly valuable tool at their disposal. A lead generated via the Apartment Developments platform recently converted to a record apartment price for Adelaide, with Urban Activation achieving a $5.2 million sale of an off-the-plan five-bedroom penthouse at its Realm residential project.
“We’ve launched the new House & Land Developments offering, currently available in Victoria, New South Wales and Queensland, in direct response to market demand. Apartment Developments gave us a framework and proven growth model that allows us to capitalise on a gap in the market for a price conscious and userfriendly marketing platform for the house and land sector. This comes at a pivotal time for our business as we enter a significant growth phase by rapidly scaling our offering and recruiting top talent.
“The property marketing industry has changed dramatically over the past few years. Clients are no longer able to sustain rising marketing costs and are looking for alternatives to the big players which have previously had a monopoly in this space. Apartment Developments can be up to 50 percent cheaper, when looking at a standard project profile, compared to the once dominating operators. We’re able to offer the market a tried and tested solution that delivers a better cost per lead and cost per sale results than other major real estate portals,” said Jordan Catalano, co-founder and Chief Executive Officer of AD Group.
AD Group’s platforms have been created in partnership with property industry heavyweights, such as Michael Fox of CostaFox, to ensure the framework addresses the direct needs of clients but is easy to use for consumers. The sophisticated website architecture allows vertical integration for future opportunities, as well as the ability for clients to tailor their campaigns in response to market conditions, with access to both retail and channel marketing leads.
SOURCE AD Group
Edited by Gordana Davila
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