Leading real estate platform, Domain, has introduced its new Spring campaign. It delves into the complexities of choosing a home in Australia, focusing on the trade-offs buyers often face.
The campaign underscores the vital role of real estate agents in helping buyers navigate these decisions. Agents, with their local expertise, provide invaluable guidance during the often overwhelming process of selecting a new home.
John Foong, Chief Commercial Officer and Managing Director of Domain’s Agent Division, emphasized the significance of local knowledge in real estate transactions. He noted that all home-buying decisions are deeply rooted in local contexts, and exceptional agents possess the necessary understanding of neighborhoods and the empathy to assist buyers in making informed choices.
To reach buyers in their specific markets, the campaign features over 200 localized Out-of-Home (OOH) advertisements, allowing agents to deliver tailored messages that resonate with local buyers.
Domain’s campaign recognizes the diverse needs of buyers and the compromises they often face. Whether it’s prioritizing proximity to the city center or a spacious backyard, or balancing a larger home with a dedicated workspace, the campaign aims to assist buyers in making informed decisions based on their unique priorities.
Additionally, the campaign emphasizes benefits for vendors, with Domain’s “Why List on Domain” messaging targeting sellers and showcasing the platform’s value. Foong noted the positive impact of Audience Boost on paid listings, reporting an average increase of 26.6 percent in views per listing for Platinum Edge listings nationally during their first 30 days in July.
By utilizing a multi-channel approach, agents and their listings gain prominent visibility across a broad media landscape. Domain’s extensive data combined with agents’ local knowledge empowers buyers to navigate the complexities of the current property market.
According to Rebecca Darley, CMO and Managing Director of Consumer at Domain, the company’s latest campaign is a perfect fit for their mission. She highlighted the current market’s difficulties and the need for individuals to carefully consider their options.
