A creative strategy to enhance winter market engagement has clearly proven advantageous for one of the country’s leading listings platforms.
Data from Ipsos reveals that Realestate.com.au achieved a new all-time audience record in July, aligning with the brand’s “Keep Moving” campaign launched during the 2024 Olympics coverage.
The campaign, which spanned TV, BVOD, YouTube, OOH, cinema, radio, digital display, digital audio, and social media, centered on the emotional journey of a family seeking the perfect home. The narrative highlighted the ups and downs of their property search, ultimately encouraging viewers not to lose hope.
This strategy significantly increased the website’s traffic, with a record 11.58 million visitors in July. Additionally, realestate.com.au extended its lead over its closest competitor to more than 5 million people.
The company also highlighted that the campaign grew its unique audience to a record 6.19 million, and the total time spent on realestate.com.au was 5.7 times higher compared to the second-largest listings platform.
REA Group’s chief product and audience officer, Melina Cruickshank, attributed much of the success to the exposure gained from the Olympics. She highlighted that the record-breaking results demonstrate how major cultural events can be an effective environment for enhancing brand presence and growing audiences.
Cruickshank pointed out the significance of leveraging unique opportunities each year, especially since July is typically a quieter month in Australian property. She emphasized that aligning the campaign with Olympic coverage was an effective way to build momentum ahead of the spring selling season.
Having set such a high benchmark, the firm is now focused on surpassing it. Cruickshank affirmed the company’s commitment to setting a global standard for personalized property experiences.
