Real estate sites spending big on advertising campaigns
Calling itself the fastest growing property portal in Victoria, reviewproperty.com.au has re-launched its website and will be spending half a million dollars on a mixed-media advertising campaign at the end of the month.
Simultaneously, REA Group will be running their already infamous Arnold Schwarzenegger TV advertisements.
The reviewproperty.com.au site is a partnership between 11 different Melbourne real estate agents, representing 250 offices, and Metro Media Publishing.
MMP’s chief operating officer Trent Casson said that it had been a success since its November 2012 launch and is profitable.
He notes it is sold as a package with Domain.
“We employ a dual brand strategy, with domain the national listings portal, and reviewproperty carrying those listings but also providing relevant, suburb-specific information that genuinely assists buyers and sellers in their decision making,” he said.
“The analysis clearly shows people value this information. Our audience is growing and time spent on site is up significantly.”
He notes that premium listings are up 40% year on year for July. The website includes features ranging from live auction and sales results, weekly market wrap videos with a summary of the different market activity across Melbourne, more first in market listings than other websites and ‘hyper local’ content with lifestyle, local news, suburb profiles and other details.
They’re set to spend $500,000 on a television, radio, magazine and newspaper campaign for the site that is expected to begin in late-August.
These will be in competition with REA Group’s realestate.com.au advertisements featuring Arnold Schwarzenegger.
The advertisements, called the Australia Lives Here campaign, is a series of seven television commercials airing over the course of several weeks. The first ad in the series was advertised on all free to air, subscription Australian commercial television and major digital advertising networks at once. It was estimated that 2.7 million viewers saw the ad at the same time.
Group manager marketing strategy for realestate.com.au, Natalie Feehan, said that it’s the result of six month’s work.
Their new video, Local Knowledge, has just gone live on Youtube. It currently has under 1,000 views.
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The 'Landing in Australia' video on YouTube from REA (below) has 30,000 plus views.
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