View.com.au’s autumn campaign set to launch this week
View.com.au’s new autumn campaign is going live this week after successfully passing its launch period.
The announcement:
After a successful launch period through October & November, where product testing was conducted and the brand platform was put in place, view.com.au’s autumn campaign launches this week.
VMG’s chief product officer, Jordy Catalano said “View.com.au is doing things differently; to offer a complete view of the market with all 10 million properties, whether they’re for sale or not, able to be searched from the one environment has never been done before. We’re excited by what we’ve learnt during the launch period and the consumer response to the product to date. But we’re only just getting started.”
“Like with all new product launches, once we get volumes of users on the site we start to learn more about what consumers want. This has fed an exciting product road map, with many enhancements in place in time for the Autumn campaign but with many more still to come.”
Key product enhancements include:
● Improved homepage search with filtering and surrounding suburb capabilities
● “See All” functionality enhanced to act as the trigger to add unlisted properties to a search, which gives users the complete view of the property market, not just those properties that are currently for sale
● Continuous vertical scroll for properties on search results
● Improved map functionality with dynamic search as the map is moved
● Improved focus on lead generation for vendors and agents with persistent enquiry buttons, enquire directly from map or list view & ability to enquire from the image carousel.
● Buyer leads for unlisted properties via the “Love this property?” enquiry button to be concierged prior to going to agent partners. This feature allows users to express their interest on properties that aren’t currently for sale, and have an agent contact the owner
to discuss a potential sale.VMG’s chief marketing officer, Paul Tyrrell said, “the Autumn marketing program will run through until early June with our property eagle as the lead with some tactical extensions due in April.”
“Like the product, the marketing program aims to do things differently and early response to the campaign has been very strong with 92% of people surveyed having a neutral or positiveresponse to View as a result of the advertising.”
“October & November were used to test a few things, build a platform for the brand and seed out the core messaging. With this under our belt and the product enhancements in place, we’re now in a great position to hit the market more aggressively and build through Autumn.”
“The Seven West Media partnership will be taken to the next level with integration in programs including Seven’s new renovation show Dream Home, Better Homes & Gardens and the 2024 AFL coverage. This will be supported by extensive Out of home media via QMS, ACM coverage across regional Australia and a significant digital spend.”
Agent partners of View are also starting to see the results of the new platform with the Premium product generating 10 times more enquiry on average than the Basic (free) listing and the benefit of receiving both vendor and buyer leads for unlisted properties.
VMG’s managing director of residential Trent Casson said, “Agents are at the core of everything we do. It’s early days but it’s really pleasing to see such strong results for our agent partners, particularly the results for the premium listings. Though it is free to list on view.com.au, we’re showing the true value our premium products have in terms of driving page views and enquiry, which will only grow as we build our audiences.”
Source: View Media Group
