realestate.com.au, Australia’s market leader, has placed a digital billboard on a busy Sydney road to display recent market data to passing traffic.
The portal explains that this advertising push is an extension of the brand campaign launched in September 2009, and caters to Sydneysiders “insatiable” appetite for knowledge of the property market.
The billboard, located on Victoria Road in Rozelle, was created in collaboration with APN Outdoor, and will stay in place until August 2010. It displays weekly market data gathered from rpdata.com including auction results, medium house and unit prices, the number of properties listed for sale and rental properties available in the Sydney area.
“We recognise the Sydney market is important for us, especially at this time of the year when there is increased search activity on our site,” said Jenny Dickson, realestate.com.au’s consumer marketing and communications manager. ”New figures just released for January 2010 reveal 5.9 million unique browsers to our website – a record milestone for realestate.com.au.”
“We are definitely a nation obsessed with property,” Dickson continued. “In fact a recent survey indicated 92 percent of people spend over one day per month (up to 25 hours) searching for properties to buy and 80 percent visit up to four properties a week.”
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REA throw most of their Aust marketing dollars at the Sydney market and the inner West is a big and even fought battleground with Domain at the moment so the location choice is highly tactical.
The lower North and East of Sydney are about the only places left in Australia where Domain come close or are in fact in front (Mosman, Double Bay etc) of REA.
The billboard with the stats is a great visual and a clear statement of intent to win that region. Reminds me of the aggressive marketing seen in the mid 2000′s when REA were at their best.
Boring! REA beats up on Domain again! What’s new.
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