realestate.com.au launches its latest consumer marketing campaign via BWM Dentsu Australia

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Screen Shot 2016-05-16 at 10.43.17 am.jpgrealestate.com.au has launched a new consumer marketing campaign via BWM Denstu which reinforces the brand’s market leadership by appealing to buyers, sellers and renters with the message, “If you’re not on realestate.com.au, you’re not in the market”.

The campaign launches with multiple content pieces as well as out of home media, print, radio, digital and social executions. It is the brand’s biggest campaign launch since August 2014 and will air nationally over a five month period.

The campaign’s broadcast content features well-known actors Lucy Bell and Sybilla Budd (voiceover) and represents real life situations in Australia where property is much more than a nest egg and a home – it’s also our favourite topic of conversation.

With more than twice the visits of any other property site1 and 94% of properties for sale online2,

realestate.com.au is in the best position to keep property lovers informed through its digital tools, property listings, market analysis and in-depth knowledge including recent innovations:

  • Claim My Property – lets you “claim” your own property and stay up to date with information about the local market, such as recent sales of similar properties and updates to estimated value.
  • Agent Search – helps you find local agents who have sold properties just like your own
  • Discover – suggests areas within your budget and with attributes similar to your ideal suburb
  • Price Lookup – lets you search price estimates for any property in Australia, even if it’s not on the market
  • 1Form online rental application tool – makes it easier and faster to apply for multiple properties with a single form.

Says Libby Minogue, executive general manager of media and marketing: “This campaign focuses on the property conversations people are having all over Australia every day. We know that almost 60% of buyers are worried they will never be able to afford the property they would love3, and we want to help them achieve their property dreams.

“Renting, buying and selling property is up there with some of the biggest decisions we make in our lives. We want people to feel in control of their property journey – whether you are buying, selling or renting – and we want people to know that realestate.com.au is not only the strongest platform to buy, sell or rent, but also has valuable tools and information to help you on their way.

“More Australians use realestate.com.au than any other property site4 and our campaign reassures people that when you’re on realestate.com.au, you’re the expert in the room.”

Says Mark Watkin, managing director of BWM Dentsu: “The strength of realestate.com.au as the market leader, is that it’s the only property resource that people need – no matter where you are on your property journey. This campaign plays on those relatable everyday moments of realisation, when it suddenly dawns on you that you’ve missed out on something so obvious. In this case it’s people realising they should have been on realestate.com.au.”

realestate.com.au:

Elizabeth Minogue, Executive General Manager, Media & Marketing

Amanda Chase, Executive Manager – Brand & Marketing

Ben Lemon, Senior Manager- Brand & Product Marketing

Georgie Leslie, Consumer & Brand Marketing Manager

Lisa Alexandrakis, Digital Marketing Manager

Creative: BWM Dentsu

Rob Belgiovane, Group Chief Creative Officer

Brent Liebenberg, Creative Director

Phil Van Bruchem, Associate Creative Director

Rob Belgiovane, Writer

John Skaro, Writer

Tom Opie, Creative

Chris Plummer, Creative

Mark Watkin, Managing Director

Natalia Shore, Group Account Director

Melanie Sakkeus, Account Director

Stephanie Bond, Account Manager

Megan Hales, Executive Planning Director

Luisa Peters, Senior Onscreen Producer

Production:

Director, Alyssa McClelland, Finch

Producer, Kate Merrin, Finch

Casting, Nick Hamon Casting / Kirsty McGregor

DOP, Katie Milwright

Sound, Phil Kenihan, Front of House

Editorial, Jo Scott, The Butchery

Online, The Refinery

Still Photographer, Cory White, The Kitchen

MediaCom:

Amanda Hurst, Group Business Director, Client Communications Planning

James Loveluck, Manager, Investment and Activation

Germaine Ooi, Manager, Client Communications Planning

Lisa Fahey, Group Director Investment and Activation

Alvin Cheang, Digital Manager, Investment and Activation