News has off-market sellers in its sights in spring campaign

A couple at odds about advertising their property are the centre of’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,,” 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’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 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 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.


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