Sources have made propertyportalwatch.com aware that the major marketing campaign, launched only yesterday by realestate.com.au, has been pulled after a series of complaints from real estate agents. All references to the campaign have been removed from the homepage and, at time of publishing, only the microsite, created by the Amnesia Razorfish ad agency remains. (This site has now been pulled)
A number of major franchise groups have reportedly contacted realestate.com.au to complain about the marketing campaign and the microsite, which asks consumers to share their tactics for getting the house they want. According to sources, some agents see this as promoting unethical behaviour.
Below are screenshots from realestate.com.au’s microsite, househunters.realestate.com.au:
In response to the criticism, Amnesia Razorfish founder Iain McDonald commented that “we’re listening carefully to everything and will continue to do our best to make the campaign a success for realestate.com.au.”