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‘We would never say we do Australian property alone’: Domain hits out at REA in campaign

Digital property portal and real-estate business Domain has launched a campaign stating “the ‘only place’ is a lonely place without the Australian property industry”.

Calling out one of its direct competitors REA – who ran a campaign stating it is the “only place” to advertise Australian property – Domain has “taken a stand” on the issue and launched a national advertising campaign directed at real estate agency partners.

The full campaign

The ad states: “Our competitor says it is the ‘only place’. We would never say we do Australian property alone.

“We work alongside more than 12,000 real estate agencies and millions of Australians to help with all of life’s property decision.

“Domain is proud to support agents and be part of a vibrant Australian property industry.”

The two campaigns

Jason Pellegrino, Domain’s CEO, said the business felt like it was right to take a stand on the issue.

“While our competitor is buying outdoor billboards, newspaper ads and TVCs to say it is the ‘only place’… we would never say we do Australian property alone.

“On behalf of everyone at Domain, we wanted to say thank you to the entire Australian property industry for working together to make Australian property happen, day in and day out.

“Domain has a long history of partnering with the industry to make it better for all. We lead from the front but never forget those who are behind our industry’s success. As a true business partner, we align our success with agents and the outcomes we deliver for our mutual customers – and we constantly strive to do better for Australian consumers.”

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