ACM and Antony Catalano’s Today partner with real estate agents on ‘revolutionary digital marketing solution’
New ACM boss Antony Catalano is combining his regional media business with his real estate knowledge, announcing a partnership between ACM and The Today Business which will see them deliver an ‘enhanced digital solution’ platform to six real estate agencies in Newcastle.
The six will form a pilot for the targeted advertising project with Catalano calling it a ‘digital revolution’.
Catalano insists he isn’t challenging Domain or realestate.com.au
The ‘enhanced digital media solution’, named Today Acquire, represented a “digital revolution for mum and dad vendors selling their greatest asset”, said Catalano.
The pilot will use direct buyer acquisition software combined with existing print campaigns to drive improved overall awareness and lead generation for residential property sales. The pilot will launch in February with the six agent partners, including PRD Newcastle, PRD Shoal Bay, Street Property, Walkom Real Estate, O’Meara Property and First National Newcastle.
“This type of targeted digital media has traditionally only been available to large-scale advertisers but we’re now making it available for individual listings; large or small,” said Catalano.
“Our objective is to help vendors sell their properties more quickly. Combining the awareness driven by the ACM publishing platforms with digital activity that targets relevant buyers in environments they frequent will help push buyers along the path to purchase quicker” he said.
There was much speculation when Catalano moved into ACM that he would be focused on turning it into ‘Domain 2.0’. Catalano denied this to Mumbrella, saying it wasn’t part of his plan.
“I actually thought at one time that Fairfax should actually buy advertising agencies in the real estate space [to] close the loop. Then you could independently advise your clients – imagine if Fairfax or Domain could have owned Tomorrow [the media agency Catalano has a stake in], but also sent money to REA [Domain’s rival]? You’re in the group, you’re in the network, you nurture the circle of interest in the category,” he told Mumbrella.
Despite his insistence it isn’t focused at removing business from Domain or realestate.com.au, the new real estate platform, Today Acquire, uses smart technology and advanced buyer intention data to optimise campaigns in real time, ensuring precious marketing dollars are maximised.
Trent Casson, general manager of residential at The Today Business, said Today Acquire uses “a sophisticated multi-channel approach that includes display, native and social advertising”.
“Today Acquire puts residential properties in front of active and passive buyers wherever they are consuming content online – from news websites to LinkedIn, to social media channels” Casson said.
Users who match the buyer profile for a property are targeted and directed to the agency’s website, allowing the agency to build its brand, business intelligence, buyer data and expand its client database.
Scott Walkom, of Walkom Real Estate, said his agency was keen to be a partner in the Newcastle pilot, taking aim at Domain and realestate.com.au.
“We’ve been looking at ways to be more active in the digital space, knowing that some of the buyers are not always on the portals – Today Acquire looks to be a solution that ticks all the boxes for us,” Walkom said.
“The automation from both a creative production and campaign execution perspective allows us to scale up and down quickly with minimal impact on internal resources. This could be a game changer for our business.”
Mark Kentwell of PRD Newcastle & Lake Macquarie said his agency was pleased to be involved in the pilot.
“Our agents will benefit from having access to the latest digital tools. Our vendors can gain a wider audience for their property, driving better prices in less time,” said Kentwell.
“If we can replicate the pilot results we have seen from other areas in our area, it will be
a big win for consumers and the industry,” he said.
The Cat always knows how to make a solid comeback. I will enjoy watching this 2020 iteration of his work.
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