REA Group’s realestate.com.au has launched the new campaign, which is designed to appeal to buyers, sellers and renters with the message, “If you’re not on realestate.com.au, you’re not in the market”.
The campaign was launched this week across print, radio, digital and social media. It is the brand’s biggest campaign launch since August 2014 and will air nationally over a five-month period.
Libby Minogue, executive general manager of media and marketing at realestate.com.au, said the campaign focuses on the property conversations people are having all over Australia every day.
“We know that almost 60 per cent of buyers are worried they will never be able to afford the property they would love, and we want to help them achieve their property dreams,” she said.
“Renting, buying and selling property is up there with some of the biggest decisions we make in our lives. We want people to feel in control of their property journey – whether you are buying, selling or renting – and we want people to know that realestate.com.au is not only the strongest platform to buy, sell or rent [from], but also has valuable tools and information to help you on their way.”
Andrew Rechtman, realestate.com.au’s executive general manager – residential, said there is a direct take-out for agents too.
“Agents remain the most important resource a vendor has when it comes to marketing their property, and we know that the best agents make their vendor’s marketing dollars work harder,” he said.
“This campaign clearly reinforces that realestate.com.au attracts the largest audience of people looking for property in Australia, delivering an exceptional return on investment for every vendor who includes realestate.com.au in their marketing schedule.”
The website has seen a significant increase in traffic to its Agent Profiles platform following the launch of its Agent Search capability earlier this year.
REA Group launched Agent Profiles in December 2014 as a platform to help agents build their brand online and generate leads.
Mr Rechtman said that in the past year, the group has recorded more than 7 million visits to these profiles.
“Earlier this year we released Agent Search, which has helped property buyers and sellers find the right agent for them,” he said.
“Since launching Agent Search, we’ve already seen a 30 per cent increase in traffic to Agent Profiles, meaning that our customers are getting noticed more often.”
Mr Rechtman said agents should ensure their profile includes their up-to-date information and it showcases their expertise by regularly making improvements to their page in the Agent Marketing Centre.
“An online presence is not something that you build once and forget; you are building it constantly,” he said.
REA Group’s principal partnership with the upcoming 2016 REB Awards includes its sponsorship of a brand new category, Digital Presence of the Year, which will recognise those agents that are maximising their digital footprint across a number of platforms – including their Agent Profile – to win more listings and sell more properties.