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Listings portal realestate.com.au is ramping up its marketing efforts in Canberra with a new series of "speed dating" videos aimed at increasing the group's market share.
The portal has launched its first "hyper-local" content series in the ACT, examining Canberra suburbs in a series of "speed dates".
The videos, which have already reached more than 160,000 Canberrans since launching last week, are a "targeted play" in a market where realestate.com.au sees itself as the "challenger brand".
Local actors star as the suburbs of Canberra, and viewers get to "speed date" suburbs such as 'nappy valley' Gungahlin and 'hipster paradise' Braddon.
ACT marketing manager for the listings portal Bree Winchester said the campaign was designed to appeal to residents of the capital's acute sense of self-parody.
"realestate.com.au is a national brand, but we recognise that property is largely a local proposition. While we have the most visits nationwide, we've got our feet on the ground locally and know what makes Canberrans tick," Ms Winchester said.
realestate.com.au urged agents to keep their eyes peeled for future romantic encounters with Yarralumla, NewActon, O'Connor and Barton.
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