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An innovative approach to encouraging winter market participation has apparently paid off for one of the nation’s largest listings platforms.
According to data from Ipsos, realestate.com.au set a new all-time audience record during the month of July, which coincided with the brand’s campaign called “Keep Moving” that it launched during the 2024 Olympics coverage.
Spanning TV, BVOD, YouTube, OOH, cinema, radio, digital display, digital audio and social media, the story behind the various format advertisements all focused on the highs and lows of a family’s property journey, culminating in the message not to give up hope of finding the perfect home.
The strategy reportedly garnered the website more viewers than ever before, with a record 11.58 million people visiting the site during the month of July. It also reportedly extended realestate.com.au’s audience lead over its nearest competitor to more than 5 million.
The firm also reported that the campaign had helped it extend its exclusive audience to a record 6.19 million people, while the total time spent on realestate.com.au hit a high of 5.7 times that of the next biggest listings platform.
Attributing much of the success to the attention the brand was able to capture due to the Olympics, REA Group’s chief product and audience officer, Melina Cruickshank, said that the “record-breaking results prove that big, cultural moments are an excellent environment to strengthen brand and grow audiences”.
Given that July is not normally a big month in the world of Australian property, she noted how important it was to take advantage of the individual elements that might differentiate each year.
“Launching our campaign to coincide with Olympics coverage has been such a positive way to drive momentum in the lead-up to the spring selling season,” she added.
Of course, having now set a high bar, the firm seems determined to surpass it.
“We remain focused on our vision for realestate.com.au to set the global benchmark for personalised property experiences,” Cruickshank 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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