Antony Catalano shows his hand with ‘real estate superstore’ launch
Media executive Antony Catalano’s View Media Group has officially launched view.com.au, a real estate listing site based on a freemium model, with a debut campaign premiering on AFL Grand Final Day.
View Media Group was founded last year as a joint venture between Catalano and billionaire investor Alex Waislitz. Catalano has insisted on multiple occasions that View will not be a “Domain 2.0”, the Nine-controlled real estate group where he was previously CEO.
Announcing the new platform, Catalano said it will be a “consumer-facing brand that will act as the front door to attract consumers.”
“Our plan is to create a digital real estate superstore under the new View brand that will play in the $300 billion adjacency categories rather than solely focus on the $1 billion of digital property advertising.”
The latter category is dominated by News Corp’s majority-owned REA Group, which runs listing website realestate.com.au, and Nine’s Domain.
However, Catalano said there are plenty of avenues in the real estate market to go around, with REA and Domain being “largely classified listings portals”, while View has “diverse digital linear offerings”.
Antony Catalano
View.com.au will allow buyers to see not only the properties currently for sale, but also the ones not on the market. The new website is built utilising a map-based search via View’s tech partner Nearmap.
“We feel that restricting consumers to only being able to search for those properties that are currently for sale is extremely limiting. It’s like saying that you should only advertise a job vacancy to those that are unemployed,” Catalano said.
“View allows buyers to look at all properties; listed or unlisted and if a property isn’t currently for sale they will be able to express interest in that property to hopefully stimulate the market and encourage transactions that might not have otherwise occurred.”
View Media Group was launched in 2022, and has since secured substantial investments from ANZ and Seven West Media via Seven West Ventures.
The launch of view.com.au is supported by an integrated campaign, created by Accenture Song’s The Monkeys and will launch across Channel 7, 7plus, ACM, QMS digital assets and other digital activities.
The TVC is set to debut nationally on the AFL Grand Final Day this Saturday, benefiting from the group’s connection with Seven. View Media Group’s CMO, Paul Tyrrell, said the ‘See All’ positioning aims to present the comprehensive real estate view that View products deliver.
“We want to have a bit of fun with it, so we have played with humour to ensure memorability and cut through while always ensuring the core message out take and product uniqueness is clear, which is critical for any launch. Keep an eye out for our Property Eagle,” he said.
Catalano also owns Australian Community Media (ACM) with Waislitz, which has shedded several of its newspaper titles recently.
Campaign Credits:Client: ViewChief Executive Officer: Toby BalazsChief Marketing Officer: Paul TyrrellMarketing Manager: Simone WarryMarketing Manager: Caroline Sedek Creative Agency: The Monkeys, part of Accenture SongChief Executive Officer: Paul McMillanChief Creative Officer: Ant KeoghChief Strategy Officer: Michael DerepasStrategy Director: Dave CollinsSenior Art Director: Zenon PredeckiSenior Copywriter: Cody NaetzkerSenior Designer: Raph TamkalisJunior Designer: Noel YeungNational Head of Production: Romanca MundreaSenior Producer: Katherine MuirGroup Account Director: Vicky MocklerSenior Account Director: Kim Thompson Production Company: SweetshopDirector: Damien ShatfordManaging Director: Edward PontifexE.P: Greg FysonProducer: Allison LockwoodDOP: James L BrownArt Director: Patrick Bennet Post Production House: ARC EditEditor: Luke HaighColourist: Matt FezzOnline Artist: Richard LambertE.P: Winnie O’Neil Sound House: Squeak E. Clean StudiosSound Design: Paul Le CouteurE.P: Ceri Davies Photographer: Chris HillaryRetouching: Jason Riddell
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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