Ensure you never miss an issue of the
real estate business bulletin
Australia's 'most viewed' listing revealed

Australia's 'most viewed' listing revealed

by Nick Bendel 0 comments

The most clicked-on listing of 2014 was the result of stunning aerial photography, a high-profile client and two wine and cheese nights.

According to realestate.com.au, the portal’s most-viewed listing last year was ‘Kaylana’, a two-hectare estate in the outer-Sydney suburb of Kenthurst.

The property, which has five bedrooms, eight bathrooms and a lavish pool, was sold in December for an undisclosed price.

Ray White Dural principal Sandy Ward said the listing received major coverage in The Daily Telegraph because it was owned by high-profile bookmaker Mark Morrissey.

That free publicity helped draw people to the listing, while the photography then inspired them to share it, she added.

Ms Ward told RPM's sister publication Real Estate Business that the big drawcard was the aerial photo, which conveys the scale of the estate, the home and the pool.

“I was told people were forwarding it all over the world, because it was quite a revolutionary house for Kenthurst,” she said.

“When you see it from the road, it’s a lovely-looking home but it doesn’t look anywhere near the size that it shows on the aerial photograph. That was the photo we used all the time, because it brought the enquiries.”

Ms Ward also used another key marketing tactic: the wine and cheese night. Ray White Dural usually holds a party on the day a property is listed.

“People come out and relax, wander around, spend a bit of time having a glass of wine, so then you start to get the feel of the house rather than having a quick look and going,” Ms Ward said.

“They’ll tend to hang around and talk to each other and talk to us, so you get more time to get a rapport with the person and the house.”

Ms Ward said the first wine and cheese night at Kaylana attracted 175 people, so the agency decided to hold a second.

Ray White Dural also used a property video to promote Kaylana. Ms Ward said these videos have proven to be another successful form of marketing.

“I think it’s the videos that are bringing in the enquiries. I get talked to everyday by somebody who says they recognise me from the videos,” she said.

Melbourne produced five of the 10 most clicked-on listings on realestate.com.au in 2014, while Sydney had three and Adelaide had two.

Australia's 'most viewed' listing revealed
lawyersweekly logo
promoted content
Recommended by Spike Native Network
Listen to other installment of the Real Estate Business Podcast
reb top 100 agents 2017

The REB Top 100 Agents ranking is the foremost ranking of agents in Australia. It has set the bar for excellence in Australian real estate. To be ranked as an REB Top 100 Agent is the standard real estate professionals strive for. See the full 2018 ranking here!

featured podcast

featured podcast
The difference between an average agent and one who dominates

McGrath Crows Nest’s Peter Chauncy is number 10 in this year’s REB Top 100 Agents ranking. Peter, however, is more likely not surprised ...

View all podcasts

Would you consider working for Purplebricks or a similar 'DIY' model?

Yes (7.2%)
No (80.9%)
Perhaps - make me an offer (12%)

Total votes: 209
The voting for this poll has ended on: July 13, 2018
Do you have an industry update?