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Domain’s newest ads highlight agents’ role in helping property hunters determine their priorities.
More than 200 different versions of Domain’s new advertising initiative have been launched in suburbs across Australia, pinpointing some of the hyper-local decisions that prospective buyers may have to make when narrowing down their next home.
In Melbourne, for example, a billboard displays two choices that sees buyers decide between “room for backyard footy” or “the MCG in your backyard”. Overlaid on arrows pointing in opposite directions, the ad highlights one of the many decisions that the average buyer might have to distinguish between to find a home that suits their needs in today’s climate.
With cost-of-living pressures exerting sway in property buying decisions now more than ever, the listings firm said it is seeking to acknowledge that “every buyer’s needs are different, and choosing a home often involves compromises – balancing financial constraints with lifestyle aspirations”.
That might be trading proximity to the CBD for more space, or choosing between a bigger backyard or a home office, by way of example.
Indeed, other iterations of the campaign position such opposites as “homes with courtyards” versus “homes with yard yards” and “panoramic harbour views” versus “panoramic benchtops”.
According to Rebecca Darley, chief marketing officer and managing director of consumer at Domain, the firm is seeking to reflect “the real world choices people are making” in this current economic environment.
“We know the market is challenging, and that people need to make tradeoffs to find what’s right for them. Things like more room versus proximity to schools versus a shorter commute,” she said.
Highlighting that it can be comforting for buyers to realise that everyone is making their own tradeoffs, Darley noted that the campaign dovetailed with Domain’s stated purpose of “inspiring confidence in life’s property decisions”.
John Foong, chief commercial officer and managing director of Domain’s agent division, added that the firm feels it is important for the spring campaign to acknowledge the unique nature of the many real estate markets that make up Australia as a whole.
“We want to remind everyone looking for a home that all real estate decisions are local,” he said.
Foong also noted that the initiative seeks to position agents as perfectly placed to help home buyers make these big decisions.
“Great agents have the necessary suburban expertise and empathy to help buyers make the critical tradeoffs required in this process. Domain is there to help agents deepen their knowledge and connect buyers with the right properties,” he said.
ABOUT THE AUTHOR
Juliet Helmke
Based in Sydney, Juliet Helmke has a broad range of reporting and editorial experience across the areas of business, technology, entertainment and the arts. She was formerly Senior Editor at The New York Observer.
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