The nation’s largest real estate group has announced a new partnership as it prepares to launch “Australia’s biggest auction campaign”.
Ray White today announced a new partnership with REA Group’s realestate.com.au and News Corp to create “Australia’s biggest auction campaign: Raise More Hands”, which will be held between 10 and 24 March 2016.
In a statement, Ray White said thousands of homes will go under the hammer across Australia over the two-week campaign.
News Corp Australia will distribute 1.9 million copies of Ray White’s property magazine to around 3.8 million readers across Australia on Sunday 28 February, while realestate.com.au has developed a first-of-its-kind augmented reality app, Property ViewAR, to bring each property listing to life.
The new app is available to download now on the App Store and will be available soon on Google Play. It will allow users to scan their mobile phone over the property listing in the national liftout and access digital content, pictures, videos, and even 3D virtual tours available on realestate.com.au. Users will also have the option to call the listing agent directly to ensure a seamless experience.
The two-week campaign will see a huge number of properties go to auction from 10 March to 24 March, and intends to add value to Ray White vendors by exposing their property to more buyers and to provide more choice for buyers. Loan Market has also partnered with Ray White to help buyers feel more confident to bid on auction day.
The campaign also has an agent education component, with an eight-week intensive auction skills boot camp that has been running since January. Meanwhile, Ray White said customers have benefited from a series of education videos incorporating auction tips from the group’s leading auctioneers helping to demystify the auction process.
“Ray White is delighted to partner with realestate.com.au and News Corp Australia to create an unrivalled nationwide auction campaign to bring real value to the Australian community and reshape the way Australians search for their dream home,” Ray White Group chairman Brian White said.
“We are constantly reminded that whilst the great majority of purchasers are locally based, often the best purchaser comes from a distant location, and this partnership between Ray White, realestate.com.au and News Corp Australia will ensure that each property reaches the broadest possible audience,” Mr White said.
Tracey Fellows, CEO of REA Group, said her team lives and breathes technology that makes property simpler, more efficient and stress-free.
“This commitment to innovation is what has allowed us to bring the first augmented reality property app to life,” Ms Fellows said.
“We know that this technology is going to change how people search and view property and are excited to work with Ray White and News Corp Australia to make this technology available to agents and property hunters alike.”
Meanwhile, News Corp Australia CEO Peter Tonagh said the media giant is thrilled to be partnering with realestate.com.au and Ray White to debut this marketing innovation, which “brings together the serendipity of browsing newspapers with the interactivity of digital technology”.
“It’s a real win-win solution – consumers will be able to find their dream home quicker, and agents and vendors will be able to significantly grow both the reach and engagement of their campaigns,” he said.
The campaign kicks off on Sunday 28 February with a national liftout in each of News Corp Australia’s Sunday publications (The Sunday Mail, Qld, Sunday Telegraph, NSW, Sunday Herald Sun, Vic, Sunday Mercury, Tas, Sunday Mail, SA, The Sunday Territorian and Sunday Times, WA) which will feature over 400 Ray White properties brought to life via the Property ViewAR augmented reality app.