Realestate.com.au has off-market sellers in its sights in spring campaign
A couple at odds about advertising their property are the centre of Realestate.com.au’s new campaign, with one captivated by the idea of ‘off-market’ selling, and the other determined to list it on the platform.
REA Group executive manager of consumer marketing, Sarah Myers, said that the campaign was created to deter buyers from the temptation to sell off-market in the current climate.
“With buyer demand so strong, sellers may be tempted to sell ‘off-market’. We want sellers to understand there are risks in not advertising your biggest asset in the one place buyers will definitely look. With millions more buyers than anywhere else, our spring message to sellers is their property will be invisible if they aren’t advertising on the number one platform, realestate.com.au,” Myers said.
The story of the couple is told in four 30 second spots that will go to air on Nine, Ten and digital TV in sequence during ad breaks.
The spring campaign continues Realestate.com.au’s ‘Millions More Buyers’ messaging which kicked off in its advertising in February, after it hit a then-record-high audience of 9.3m in January. In July Realestate.com.au reached 12m Australians, based on Nielsen’s Digital Content Ratings.
REA Group posted a 6% decrease in revenue for its 2020 financial year and a 9% decrease in profit to $268.9m. Despite the declines, REA has witnessed increasing buyer demand in the property market.
Myers said: “We continue to see strong demand across all realestate.com.au platforms, with a noticeable increase in buyer activity compared to this time last year. Views of properties for sale on our site are up more than 35%.
The campaign will also be running across digital channels, out-of-home, radio and TV campaigns. Outdoor creative will focus on localised messaging due to the decline in long-distance movement due to COVID-19.
The ‘Off-Market’ components of the campaign we created with The Situation Room.
realestate.com.au have really lost their edge with their marketing over the years. Such a shame.
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This is clever. Great casting Team REA.
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The right marketing strategy creates competition. Competition is what achieves the best sale price!
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As a real estate agent constantly frustrated when sellers ask about off-market, can I congratulate realestate.com.au for taking this subject on!
Great campaign.
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Clever. A real example of a brand creating a long term plan, engineered for immediate success.
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The reported 10% decline in listings across Australia is most likely because so many property owners are now choosing to sell off-market first and lots of real estate agents are recommending the cost-saving, off-market approach due to the constant price increases inflicted by REA
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