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Gone are the days of appealing to “all Aussies“ – today’s property powerhouses know they need to aim for a unique niche of buyers.
During the AFL grand final in September last year, View.com.au launched its first major marketing campaign.
Six months later, the property listings portal is proud to reveal they have achieved 102 per cent growth since the business launched, and chief marketing officer Paul Tyrrell believes View’s early success is attributable to the team’s unique marketing strategy.
“We’ve seen some massive spikes, particularly from our broadcast partnership with Channel 7’s AFL coverage,” said Tyrrell.
Internal data also backs it up, with View reporting nearly 1.7 million users across the month of February.
“Consumer response to both the product and advertising campaign has been overwhelmingly positive,” stated Tyrrell.
The company – which is headed by seven ex-Domain executives, including former Domain CEO Antony Catalano – knew that they were taking a risk.
“When playing with humour in advertising as we are, you can polarise people,” said Tyrrell.
With a squawking “property eagle”, eccentric bird-handler Eric, and a bemused pair of young buyers, View’s campaign was far from traditional, but it was a risk the company was willing to take.
“We intentionally wanted our main brand ad to be different and to be memorable. We wanted to ensure it wasn’t just another property ad with a happy family finding their dream home: most likely this would not have cut through and could possibly have ended up being misattributed to our competitors,” Tyrrell explained.
With the likes of realestate.com.au, Domain, Allhomes, and Homely all vying for users, harnessing the right audience demographic was crucial to the campaign’s success.
View focused their “marketing bullseye” on the younger end of the market, with a particular focus on those who love sport.
“Sport is a passion point for many Australians and when brands positively associate themselves with this passion point, more times than not, consumers will have a positive response to the brand,” said Tyrrell.
“It helps that our bullseye audience significantly over-indexes in propensity to enjoy professional sport.”
For View, the company’s above-trend growth is testament to the ongoing relevance of broadcast television in the consumer zeitgeist.
Tyrrell noted that broadcast TV “rarely works in isolation: a media mix that influences behaviour along the consumer journey is critical. Linear TV continues to play a role in this”.
Over time, View hopes to become a “true property ecosystem” that will help consumers along every step of their property journey.
Tyrrell shared that “this will include the ability to buy or sell a property, apply for finance, insurance, conveyancing, utilities connection and beyond”.
“To be the fastest growing property portal in the country is a testament to the hard work of the team and a clear demonstration of the need for a competitive alternative in the property portal space,” Tyrrell said.
“We’re only just getting started, watch this space.”
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