Rising portal takes fight to REA Group and Domain

Homely has unleashed its first consumer campaign to tell buyers they don’t need to be “restricted in their search alternatives” or “bombarded with unwanted marketing”.

The campaign will highlight the listing portal’s “clear points of difference and advantages” such as its display and search functionality.

Homely will reach the public through billboards on Melbourne’s busy West Gate freeway as well as ad shells, direct marketing and online social activities.

Co-chief executive Jason Spencer said the time is right for Homely to begin its consumer marketing, 15 months after being launched.

“We had to be patient for sure as we built out our stock of listings, but now that we have had over 7,000 real estate offices signed up to promote their homes on our site we can provide real value to both consumers and agents,” he said.

The campaign explains why consumers should choose to search with Homely over other competitors, according to the portal’s other co-chief executive, Adam Spencer.

“Our campaign is about educating consumers that there are other alternatives that can provide a better search experience and ensure you are not bombarded with unwanted marketing like other sites,” he said.

“We really want consumers all across Australia to feel like they have a choice when it comes to searching for homes.

“For so long, Australians have been restricted in their search alternatives to very few players. We are here to announce there is one now that can genuinely help them.”

Meanwhile, Onthehouse Holdings has released the employment contract of its new interim chief executive, Chris Meehan.

Mr Meehan will be paid a salary of $369,000, and has also been offered short-term and long-term incentives that could see him earn a 30 per cent bonus and 300,000 share options.

[Related: Homely eyes 100 per cent coverage]

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