Real estate business partners with Antony Catalano’s Today on new advertising approach

Former Domain boss and chairman of The Today Business, Antony Catalano, is partnering with Greg Hocking Real Estate on what it says is a revolutionary real estate advertising approach.

The announcement:


Greg Hocking Real Estate partners with The Today Business to deliver a revolutionary approach to real estate advertising.

Chaired by former Domain CEO, Antony Catalano, The Today Business provides the real estate industry with innovative media planning, management and marketing measurement solutions that support a more strategic approach to property marketing.

Mr Catalano explains that their proprietary Acquire platform uses smart technology and advanced buyer intention data to “maximise valuable marketing and advertising dollars”.

“We believe that homeowners who are selling their largest asset should have access to the same sophisticated marketing practices as multi-national companies do,” said Mr Catalano.

“Acquire gives agents the ability to target buyers and track results in real-time at a listing level, and make dynamic changes to reflect campaign performance.”

Using a sophisticated multi-channel approach that includes display, native, video and social advertising, Acquire puts advertised properties in front of active and passive buyers anywhere they appear online – from news websites to LinkedIn, Facebook, Instagram and eBay.

“We created Acquire to provide a better way for agents to manage, measure and align marketing efforts and business outcomes. It supports progressive agencies to improve their customer acquisition and retention efforts and elevate their marketing approach,” said Trent Casson, General Manager Residential at The Today Business.

Leveraging real-time user insights, Acquire allows agents to decide where to spend their advertising budget based on which campaigns are working most effectively. Users that match the buyer profile for a property are directed to the agency website – in this case, greghocking.com.au – when they engage with an online ad, allowing the agency to build its business intelligence, capture invaluable buyer data and expand its client database.

Mr Casson said the product’s performance speaks for itself, delivering “an average click-through rate well above the industry average”.

CEO at Greg Hocking Real Estate, Greg Hocking, said that lack of visibility regarding the real-time performance of digital marketing campaigns was “an industry-wide challenge”.

“Advertising is a significant portion of the total spend of most real estate sales campaigns. Acquire gives us instant feedback about a campaign’s effectiveness, allowing our agents to optimise their advertising spend and deliver more value to our clients.

“We’re able to switch channels on and off depending on what’s working – and not working – for each specific campaign and give vendors real transparency about the value their marketing investment is creating for them. And, of course, we’re capturing and retaining user data for our own future use, enriching both our agent intelligence and customer experience” said Mr Hocking.

“As a future-focused business, we’ve invested heavily in creating an operating model and technology ecosystem that allow us to innovate and respond to evolving consumer and market forces in an agile way.”

Source: Greg Hocking media release


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