Realestate.com.au CMO shares what's behind the latest brand campaign

The online property listing directory’s chief marketing officer discusses the latest campaign and innovation projects to boost engagement in the highly competitive property marketplace

The CMO of realestate.com.au says the property listing directory is taking serious leaps and bounds in its campaign and innovation strategies as part of its effort to boost customer engagement and stay ahead of its competitors.

In the launch of its new brand platform, the group has rolled out a new campaign in conjunction with BWM Dentus, Finch and Mindshare celebrating the special moments when Australians find their ‘place’.

realestate.com.au's CMO Kieren Cooney is confident the online directory will stay ahead of the competition
realestate.com.au's CMO Kieren Cooney is confident the online directory will stay ahead of the competition

“We wanted a brand platform that carried all the experiences you can have at realestate.com.au in a single idea, because whether you’re buying, selling or renting a house, it is a highly emotionally charged experienced – but it’s also a logistical, rational choice too,” REA Group CMO, Kieran Cooney, told CMO. “So as a brand platform we wanted to unify both the emotional and rational elements.

"We felt 'this is the place’ is the phrase so many of us have uttered in that moment when we’ve found the perfect home after months of looking.”

In order to stand out and differentiate from its competitors, Cooney said the campaign observes and celebrates both pinnacle emotional and rational moments of the property hunt, buy and sell process, but also how realestate.com.au is part of ensuring those experiences are enjoyable at every touchpoint

 Our brand needs to work on multiple levels – resonating with the emotion of buying and selling property, while also being able to be very direct and clear about the rational aspects,” he said.It demonstrates clearly some of the many functional elements people do such as renovating, decorating, bringing people to inspect, sell or buy – while aiming to really strike an emotional chord that resonates with the wider audience."

Cooney said the site now more than one million people coming to its site or app every day to support their property journey, claiming to be double its competitor.

Adding more fuel to their competitive fire, earlier this year REA Group debuted a new virtual reality app allowing property hunters to take a digital walk through their potential new home.

The realestate.com.au virtual reality app first launched in November 2016 and delivers tours of houses and estates for sale inside Google's Daydream View VR headset. Users can inspect properties in minutes rather than having to trek across town to do in-person viewings.

According to Coooney, this is one of many digital initiatives being deployed by the online property site to cater to shifting consumer demands.

“We have an innovation lab in Melbourne and the VR project involves being able to experience a property and actually walk through if you can’t physically inspect the property, or you can look at it from the point of view of renovating and decorating,” Cooney explained.

“You can visualise in VR what would happen if you removed a wall or moved a couch that’s ongoing – and it’s not like we launched an app and we’re done with it, we’re continuing to refine it and evolve it- so it’s very exciting, emerging technology.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu          

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in