Leading Australian portal operator REA Group has today announced that it will be launching a marketing campaign to highlight the personalization features and the easy user experience on its flagship domestic property portal Realestate.com.au. The ad campaign features the same characters from the company's Spring campaign and will reach Australians across television, radio, BVOD and out of home advertising.
REA Group's Executive Manager for Consumer Marketing, Sarah Myers said:
"realestate.com.au continues to focus on building highly personalised search experiences for our users. The focus we place on understanding audience segments continues to see strong demand across our platforms"
The launch of REA Group's Autumn campaign comes on the back of record traffic figures from the company's domestic portal. According to today's press release realestate.com.au saw a whopping 128 million visits in January with app launches up 62% and membership sign-ups up 44% on the same month in 2020. Myers puts the traffic figures, and the loyalty of many Australian home-hunters, down to the easy user experience which is to be highlighted in realestate.com.au's new campaign:
"12 million Australians visit realestate.com.au each month and our audience is extremely loyal with 6.5 million people choosing to use our platforms exclusively. his loyalty is the result of the easy experience across our platforms. The personalised realestate.com.au approach speaks to each of these Australians at different stages of the property journey, whether they’re looking to buy, rent or sell."
REA Group's latest set of results included a prediction that despite ongoing headwinds in the commercial property sector the domestic Australian market would be set to come out of the doldrums over the next 12 months and REA Group will no doubt be looking to keep its portal brand top of mind with consumers ahead of any housing market uptick. Competition in the Australian property portal market is hotting up as last week saw #3 portal Homely sign a partnership agreement with Western Australian portal REIWA with the unwritten intention undoubtedly being to take on REA Group and Domain.