One of Australia’s most established brands has announced the launch of an online advertising platform, which has already increased productivity seven-fold.
Raine & Horne has launched Amplify. Developed by European automated social media marketing specialists CCT Marketing, it is an online marketing platform that is delivering on average 700 per cent more property page views on RH.com.au than traditional digital marketing systems.
The platform combines the next generation in programmatic marketing with social media platforms such as Facebook, Instagram, LinkedIn and the Google Ad network.
Executive chairman Angus Raine said that, in trials, Amplify has achieved average click-through rates of 12 per cent and average reading times of 2.16 minutes per online advertisement.
He said that these results compare “favourably” with the average real estate industry click-through rate of 0.98 per cent and reading times of 8.07 seconds.
Mr Raine added that the results may sound hard to believe.
“However, as the only real estate company to gain exclusive access to Amplify Australia-wide, we have tested the product in sample markets across the country, and the outcomes have blown us away.
“Amplify gives our property listings and managements seven times more exposure to buyers and tenants, who are increasingly using social media platforms to find a suitable property.”
Mr Raine said that the platform’s success lies in its capability to create and stream up to 72 unique ads across multiple sites using algorithms to iteratively optimise the ads.
“The platform learns as it goes, matching buyers with other consumers who have similar interests, making this a more impactful tool than what we’ve seen previously.
“It sends users a variation of the advertisement aligned with the features they look for in a property.”
Mr Raine said that the platform’s live dashboard analytics is real-time.
“Digital technology is now so ingrained in the industry that clients want and expect instant access to information. Amplify provides this, with live insights at their fingertips to keep them abreast of how the market is reacting to their property campaign.”
CCT Marketing CEO Christian Overaa said that the platform is all about improving productivity.
“Our technology is driving sales in traditionally slow-moving property markets by improving buyer numbers, in turn helping to reduce time on market, and in some cases, increasing sales prices,” the marketing CEO said.
“The high rates of digital and social media consumption among the Australian population present the ideal conditions for an IT innovator to penetrate the online audience with targeted marketing technology.”