The agreement between Australian Regional Media (ARM) and the REA Group follows the decision by Domain to end its four-year partnership with APN, which covers regional media in Queensland and northern New South Wales.
Realestate.com.au said the deal will see its branding across residential property sections of ARM newspapers in these areas, which will kick in from October 1.
Tony Blamey, COO at Domain, told Real Estate Business there were aspects to the company's reseller arrangement with APN where it felt it was not getting a lot of value from the relationship.
Mr Blamey said the move was so that Domain could get direct access to the market rather than going through an intermediary, which he said does not operate directly in the Gold Coast area of Queensland, where there are approximately 500 agents.
"The regional Queensland market is a substantial one nationally, probably about 15 per cent of the national market,” he said. "At Domain, we’ve got about half the agents in that market through the reseller agreement, where in most other markets nationally we have well in excess of 80 per cent of the agents. So by going direct to agents we feel we can substantially accelerate our growth in that market,” added Mr Blamey.
He acknowledged that regional Queensland has always been a strong market for REA, "but by establishing direct relationships with agents Domain can become a more formidable competitor".
Speaking about the deal with APN, REA Group general manager sales and operations Arthur Charlaftis said it is a great result for realestate.com.au.
“We are delighted to announce this partnership with ARM. This is a terrific opportunity for realestate.com.au to extend its brand to a new audience and represents another exciting move forward for the business,” said Mr Charlaftis.