Australians are turning to real estate websites by the millions in 2021.
Property website realestate.com.au recorded a total of 128 million visits in January 2021 alone, an unprecedented high since COVID-19 disrupted the property market for the better part of the previous year.
Further, 58 million Australians accounted for app launches during the same month, up by 62 per cent from the same period last year, REA Group executive director for consumer marketing Sarah Myers said in a statement.
“Twelve million Australians visit realestate.com.au each month… with 6.5 million people choosing to use our platforms exclusively,” she said.
The executive director also highlighted the spike in new membership sign-ups, which rose by 44 per cent annually.
According to her, their personalised approach allows for an easy experience for Australians at different stages of the property journey, whether buying, selling or renting.
REA’s record start to the year comes just after realestate.com.au was affected by Facebook’s ban on news, which has since been overturned.
That “highly personalised search experience” stands as the core of the brand’s new autumn campaign, Ms Myers said.
The campaign aims to tap into consumer insights across key audience segments in order to leverage “audience leadership position and the personalisation features of the easy realestate.com.au experience”.
“The focus we place on understanding audience segments continues to see strong demand across our platforms,” the executive director commented.
Apart from the digital platform, the new campaign will also be featured across multiple channels, including out of home, radio, digital audio, television and broadcaster video-on-demand (BVOD).