SYDNEY: Australia’s most visited real estate website, Realestate.com.au has launched a digital campaign to promote its redesign.
Created by Realestate.com.au's newly appointed Sydney-based digital agency Amnesia Razorfish [AdNews 26 February, page 6], the campaign plays on Australia’s national obsession with searching for property online.
The roll-out includes a microsite and video content and will be supported by a social media campaign that incorporates Facebook, Twitter and YouTube.
Realestate.com.au general manager consumer marketing Henry Ruiz said: "Some of the new tools includes enhanced search functionality, a compare feature and a myrealestate zone. The enhanced search function enables house hunters to now search by the exact street name, suburb or address. The compare feature allows consumers to scan key attributes of each listing and eliminate the ones they don’t like, while the myrealestate zone acts like an online scrapbook allowing house hunters to save all their search activity in the one place for future reference."
The microsite will showcase nine short video clips that have been created to poke fun at the extreme lengths Aussies will go to in order to secure their dream property.
Ruiz added that consumers will be invited to share their own stories about their obsession with property hunting.
“We know how competitive the property market is and Realestate.com.au’s new features and benefits have been added to the site to give property seekers the upper hand,” he said.
“This campaign is a great way to communicate the enhanced Realestate.com.au site to our consumers and furthers our ongoing strategy to continue to innovate and provide a superior user experience.”
A specially created game hosted on Facebook will launch later this month to further engage consumers with the Realestate.com.au site by offering the chance to win $50,000 to put towards a dream home.
In the 12 months to October 2009, Realestate.com.au had a main media spend of $2.0 million, down on $3.9 million in the previous corresponding period, according to Nielsen.
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