Raine & Horne bolsters customer engagement, digital ad effectiveness with new platform

Property group becomes first in Australia to deploy CCT Marketing's Amplify platform for programmatic social media advertising

Angus Raine (left) with CCT Marketing's Christian Overaa
Angus Raine (left) with CCT Marketing's Christian Overaa

A new programmatic digital marketing platform is giving Raine & Horne property listings and managed sites up to 17 times more exposure in front of buyers and tenants and 12 times the industry average clickthrough rates.

The property group has become the first real estate company in Australia to take on Amplify, a new digital marketing platform developed by European social media marketing player, CCT Marketing. The technology pulls together programmatic marketing capability with social media platforms such as Facebook, Instagram, LinkedIn and the Google Ad network in order to automate, customise and optimise advertising in these channels.

Via the solution, the group can create and stream up to 72 unique ads for an individual vendor’s property across multiple online sites incorporating images and copy. Amplify then employs algorithms to optimise ad campaigns, streaming the best performing ads while removing the least effective by directly targeting online prospects based on behavioural and online profiling data.

Raine & Horne executive chairman of its home group, Angus Raine, said that during a pre-testing phase, Amplify achieved average clickthrough rates of 12 per cent and average reading times of 2.16 minutes per online ad. This compared with an average clickthrough rate across the real estate industry of 0.98 per cent and reading times of 8.07 seconds, based on Spark Media’s 2017 Social Media Report.

“Amplify gives our property listings and managements an average 17 times more viewing time in front of buyers and tenants, who are increasingly using social media platforms to find a suitable property,” he said.

“The platform learns as it goes, matching buyers with other consumers who have similar interests and sending them a variation of the advertisement aligned with the features they look for in a property, whether it’s the kitchen, bathroom, a swimming pool in the backyard or proximity to a school or hospital.

“This understanding of people’s behaviours and preferences makes this a more impactful tool than what we’ve seen previously, as by retargeting people based on profile, we’ve found the process is also converting some passive buyers to active real estate consumers.”

Amplify includes a live dashboard that delivers real-time analytics and insights on target audience size, ad views, cost per click and engagement rates to users via PC or mobile phone. This is being put directly into the hands of prospective buyers and sellers as well as Raine & Horne’s agents and marketing teams.

A spokesperson for Raine & Horne told CMO the platform was giving vendors the opportunity to see where the dollars are being spent on promoting their property in market, something that wasn’t possible before.

It’s proving a positive in engagement terms, making them feel a closer part of the experience and helping them better understand how their property is being received I market while also allowing agents to better manage expectations, the spokesperson said.  

CCT is a Danish-based automated marketing provider, operating across Europe as well as the UK and Australia. International clients include Nybolig (Denmark), Provat Megleren (Norway) and Spicerhaart (UK). CEO, Christian Overaa, said the technology is helping drive sales in traditionally slow moving property markets by improving buyer numbers.

“This in turn is helping to reduce time on market and in some cases, increasing sales prices,” he claimed.

Read more about programmatic advertising:

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

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in