realestate.com.au has set a new record, increasing its audience by 55 per cent year-on-year.
New stats released by REA Group show strong results for realestate.com.au for the month of May in what the group said was “underpinned by a strong increase in buyer activity across the site”.
The highlights include: 1.8 million people visiting realestate.com.au each day, up by 55 per cent year-on-year; total visits of 109 million, up by 37 per cent year-on-year; app launches of 43 million, up by 35 per cent year-on-year; increase in traffic to the site’s buy section, up by 37 per cent year-on-year; and an increase in buyer inquiries, up by 49 per cent year-on-year.
“While it’s been critical to support our customers and consumers through the short-term impacts of COVID-19, we knew it was equally important to think long-term,” REA Group chief audience and marketing officer Melina Cruickshank said.
“This meant we made an active decision to continue to invest in marketing our brand and products throughout the COVID-19 pandemic. Millions of people rely on realestate.com.au when buying or selling property, and we wanted to do everything in our power to minimise the disruption brought to the property market.”
Commenting further, REA Group chief consumer product officer Val Brown added: “Through a variety of channels, the product and marketing teams delivered a number of initiatives to enable the ongoing connection of buyers and agents, including ‘Digital Inspections’ and new partnerships with 10 online auction platforms.
“Today, over 50,000 Buy and Rent listings feature digital inspections. We are averaging over 2 million weekly views on our digital inspections and 3D tours.”
Looking ahead, realestate.com.au is focused on its newly launched national advertising campaign, which aims “to capture the simplicity of Australia’s connection to home, via people’s backyards”.
Produced entirely via virtual working methods and adhering to social distancing restrictions, the homes were filmed using a single drone over two days, in the midst of Stage 3 restrictions. Families volunteered to be filmed in the “isolation safety” of their backyards, a statement from the group noted.
“Over the last few months, our homes and backyards have become our classrooms, offices, gyms and so much more,” Ms Cruickshank said.
“What we value in our home is now evolving, with home offices and outside space becoming more important. Remote working has opened up so many opportunities in home ownership.
“With enquiries jumping by 49 per cent year-on-year in May on realestate.com.au, buyer demand is absolutely surging. It’s very clear that if people are looking to sell, they must advertise on the platform 11.2 million people use: realestate.com.au.”
Emma Ryan is the deputy head of editorial at Momentum Media.
Emma has worked for Momentum Media since 2015, and has since been responsible for breaking some of the biggest stories in corporate Australia, including across the legal, mortgages, real estate and wealth industries. In addition, Emma has launched several additional sub-brands and events, driven by a passion to deliver quality and timely content to audiences through multiple platforms.
Email Emma on: [email protected]