Creating a new Lifestyle: How realestate.com.au used content to create an emotional connection for users
Australia’s largest property website has undergone a content revolution in the last year, as it looks to attract even more users. Mumbrella takes a look at how they have gone about it.
Over the last 18 months one of the country’s largest websites has undergone something of a quiet revolution – moving from a functional property portal to become one of the biggest digital content publishers in the country.
That change at realestate.com.au – the eighth biggest content site in the country including the likes of Facebook and Google1 – has seen the site add a raft of property content, which is aggregated from the News Corp real estate section. Last month was the launch of its most ambitious content push yet, a new vertical called Lifestyle, which covers exactly what you would expect.
These changes have come under the stewardship of Libby Minogue, who joined the company in early 2016 as executive general manager for media and marketing.
realestate.com.au is the leading website in Australia for residential property, delivering buy and rent listings, rich data insights and lifestyle information and inspiration to consumers.
