Challenge

RealestateVIEW was Australia’s third most popular website for property listings in a market dominated by two major brands: Domain and realestate.com.au. To make matters more difficult, realestateVIEW’s name was often being confused by consumers with realestate.com.au. It had become clear the brand needed to reposition and rebrand if they were to have a chance of standing out in the marketplace.

Solution

The decision was made to rebrand realestateVIEW as View. This allowed us to clearly differentiate the brand from realestate.com.au, while still maintaining some of the existing brand equity.

While Domain and realestate.com.au have more property listings, View has insights on over 13 million properties in Australia, not just the ones currently on the market. So, rather than competing with the major two brands on listings, we decided to focus on all the additional property insights you can find on View. This includes everything from reliable property price estimates, to property sales and rental history, information on the neighbourhood, public transport and more.

This led us to repositioning View as “The property insights site” – the place where serious buyers and sellers go to ensure they’re well-informed. This message not only appealed to the many Australians that are property-mad, but also to real estate agents, who are keen to reach serious buyers and sellers. We then delivered the message to our audiences with a targeted media mix of Out of Home, print, radio, PR and digital.

Results

The campaign has only recently gone live, but already results are impressive.

• Traffic has increased from 1.6 million to 2.2 million unique visitors
• Leads to agents have increased by 56%
• Consumer enquiries have grown by 112%