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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Very nice information !! We provide almost every indian satta matka games with fast results. Online Matka play becomes easy with genuine ...

rsgame

Image intelligence:10 must-see infographics for marketers

Read more

One of the best example for email marketing!!This post has completely explained the power of email marketing and how it is beneficial to...

Abhinav Mohan

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

Latest Podcast

More podcasts

Sign in