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The property portal that is looking to make waves across Australia is kicking off its Autumn campaign with a number of new features across its site.
View.com.au has revealed a number of key enhancements across its platform, including improved homepage search with filtering and surrounding suburb capabilities, a “see all” functionality upgrade to add unlisted properties to a search, and continuous vertical scroll and improved map functionality.
It’s also touting improved focus on lead generation for vendors and agents with persistent enquiry buttons – enquire directly from the map or list view – and an ability to enquire from the image carousel.
With View Media Group’s (VMG) aim being to “offer a complete view of the market with all 10 million properties, whether they’re for sale or not”, as flagged by chief product officer Jordan Catalano, the site is also now enabling buyer leads for unlisted properties via the “Love this property?” enquiry button.
This feature, which serves as a concierge before going to agent partners, “allows users to express interest on properties that aren’t currently for sale, and have an agent contact the owner to discuss a potential sale”.
Having launched last year, Mr Catalano said: “We’re excited by what we’ve learnt during the launch period and the consumer response to the product to date.”
“But we’re only just getting started,” he forecast.
“Like with all new product launches, once we get volumes of users on the site we start to learn more about what consumers want. This has fed an exciting product road map, with many enhancements in place in time for the Autumn campaign, but with many more still to come,” he hinted.
When it comes to that Autumn marketing campaign, VMG chief marketing officer Paul Tyrrell outlined that it would run until early June “with our property eagle as the lead”.
As for the portal’s approach, Mr Tyrrell explained that “like the product, the marketing program aims to do things differently and early response to the campaign has been very strong”.
He said 92 per cent of people surveyed reported a neutral or positive response to View as a result of the advertising.
“October and November were used to test a few things, build a platform for the brand and seed out the core messaging,” he shared.
“With this under our belt and the product enhancements in place, we’re now in a great position to hit the market more aggressively and build through Autumn.”
On that note, he highlighted that “the Seven West Media partnership will be taken to the next level with integration in programs, including Seven’s new renovation show Dream Home, Better Homes & Gardens and the 2024 AFL coverage”.
All of this is set to be supported “by extensive out of home media via QMS, ACM coverage across regional Australia, and a significant digital spend”.
Alongside the Autumn boost, VMG noted that its agent partners are starting to see strong results – reportedly 10 times more enquiry for premium product, when compared to the basic (free) listing.
According to Trent Casson, VMG managing director of residential: “It’s early days, but it’s really pleasing to see such strong results for our agent partners, particularly the results for the premium listings.
“We’re showing the true value our premium products have in terms of driving page views and enquiry, which will only grow as we build our audiences,” he concluded.
ABOUT THE AUTHOR
Grace Ormsby
Grace is a journalist across Momentum property and investment brands. Grace joined Momentum Media in 2018, bringing with her a Bachelor of Laws and a Bachelor of Communication (Journalism) from the University of Newcastle. She’s passionate about delivering easy to digest information and content relevant to her key audiences and stakeholders.
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