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Online advertising key to Gen Y market

03 September 2009 Reporter

Real estate agents targeting young home buyers should expand their online presence according to First National Real Estate chairman David Hamilton.

Mr Hamilton believes the majority of younger property investors commence their real estate search online.

“Generation Y loves the ability to control the information they receive,” Mr Hamilton told Real Estate Business.

First National Real Estate currently employs twitter, facebook and eMarketing media such as web based games and competitions to interact with their youthful market.

Recently the real estate held a competition where people could win $25,000 towards their rent, mortgage or renovations.

“The competition generated a 30 per cent boost to website traffic and enabled the network to generate significant business leads,” Mr Hamilton said.

This week the company launched a new look for its national network.

The change comes on the back of independent research undertaken on the company’s logo which showed the general public viewed the brand as conservative, heavy and dated.

“Initially, our brand needed to operate in traditional mediums such as newspaper advertising and sign boards,” Mr Hamilton said.

“However, this type of media is declining as the internet and social networking technologies become the dominant media in real estate.

“More than 80 per cent of buyers look on the internet first and it is important that our brand can perform well in that smaller visual medium.”

Online advertising key to Gen Y market
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