This document outlines a vendor education launch by realestate.com.au to increase uptake of their online real estate products. It conducted research that found high awareness but low usage of products among agents. The solution was to launch an online selling guide for vendors to educate them on the benefits of online advertising and REA products. This would encourage vendors to ask agents about the products, creating a push-pull strategy. The launch involved a microsite, videos, articles and checklists. An integrated marketing campaign across TV, radio, display ads and social media aimed to generate awareness of the selling guide and position REA as the online property information source. Success would be measured by website traffic, download rates and increased brand awareness.
2. Background…
Total Awareness
Principal / Sale Agent
Feature Property 99% 97%
eBrochure 92% 81%
Guaranteed Top Spot 95% 90%
Awareness of products amongst agents is high.
Despite this, overall penetration is still low.
National
Feature Property 8.3% of listings
eBrochure 1% of listings
Guaranteed Top Spot 12% of suburbs
CHALLENGE:
HOW DO WE INCREASE
PRODUCT UPTAKE?
3. The opportunity…
Vendor Education is an idea that was borne to generate a push – pull
marketing strategy between vendors and agents for depth products.
The idea is to educate vendors about the benefits of:
• advertising online
• REA products
when selling their home.
In turn encouraging agents to purchase
online products at their customers request.
4. Case studies (industry market leaders i.e. IKEA, Bunnings)
• What makes them successful in educating consumers?
• What information do they provide?
• How do they provide the information?
Key Findings:
Educating consumers is successful for companies when trust is earned. Its about:
• Empowering consumers
• Leveraging off high stress decision making – being the one to ‘make it easier’
• Increasing consumers confidence about decision making
• Earning trust from consumers in exchange for information
• Providing tools beyond what is directly applicable to service
What research did we do?
5. Focus groups (sellers & market monitors)
• What are the research stages when selling property?
• What information do sellers want?
• How would they like to receive information?
• Would they feel comfortable asking their agent about advertising?
Key findings:
• Vendors agree that online is the most important way to advertise (lack of awareness
of products)
• Most vendors follow agents recommendations
• No ‘one place’ for vendors to go for selling information
• Vendors do not want a complete a-z of selling; they want to be able to find the
information they are looking for quickly and easily.
• Vendors would feel comfortable asking their agent about advertising
• Research stages were identified as: Thinking about selling, deciding to sell/choosing
an agent, engaging an agent and confirming details of sale, during the sales process.
What research did we do?
6. The solution….
Launch of a microsite
realestate.com.au
Selling Guide
www.realestate.com.au/sellingguide
7. Consumerobjective:
To provide vendors with information and tools that will assist them in the
selling process including the value of advertising their property online,
and the realestate.com.au products that are available to ensure that they
get the most enquiry and highest price for their property. – educate & empower
Business objectives:
• To actively position REA as the market educator for online advertising for both
agents & consumers
• To increase take up of single purchase depth products that agents have the
option of purchasing on a per property basis:
- Guaranteed Top Spot, Feature Property, eBrochure
By pro viding ve ndo rs with info rm atio n and to o ls to ask ag e nts abo ut REA
pro ducts (cre ate push-pull)
The objectives….
10. What you will find?
Useful market data such as Weekly Auction Results from RP Data
Relevant links back to realestate.com.au :
• Find an Agent
• Sold Properties
• Sign up to eAlerts
• Searching for property
Jargon Busters
• In real estate there is a lot of jargon
provide sellers with simple definition of some popular jargon
Did you Know…
• Quick important facts
13. REA Product info
This is a key part of the site which provides a
simple description of our products
14. Downloadable ‘Advertising Online’ flyer
We provide a downloadable ‘advertising
online’ flyer.
Encourages consumers to print the flyer
and take it to their agent ask to discuss the
products and how they can be included in
their advertising schedule.
15. Downloadable ‘Selling Guide’ brochure
Key info from site designed into
a attractive downloadable Selling Guide Brochure
17. Reaching ourtarget audience
• Females
• 25 – 54 year olds
• Key focus in Sydney and secondary in Melbourne to combat
domain’s increased level of marketing activity
• Media activity to compliment current peak site visit times
• Media Channel selection is targeted at people that could be
interested in ‘selling’ i.e.. own mortgages, visited REA sell section
and sold properties
18. Level 1
Awareness
Strategy
To reach the mass market
and generate brand
awareness of the Sellers
Guide at realestate.com.au
Level 2
Consideration
Tactics
TVC : 30 second vignettes
Radio : Top & Tail commercials
and traffic sponsorship
Social Networking sites : Twitter
Level 3
Direct Response/
Usage
Level 4
Repeat usage
Give consumers a reason to
consider realestate.com.au
and visit Sellers Guide
Disrupt the current strong
positioning of domain and
getting close to the action
Online display, video & eDMs
PR : Herald Sun Weekly column
News Community Newspapers
Tactical Activity :
Brand Custodians handing out
REA buying and selling organiser
Sydney only, focusing in
domain strong areas at OFI
Derive a need to retrial/revisit
and engage consumers to
commence WOM
Social networking sites : building communities
and conversation
Register to get information updates
Weekly refreshed content : Auction Results
How are we reaching
ouraudience?
www.realestate.com.au/sellingguide
Integrated campaign using multi channels
Commencing Sunday 3rd
May until end June 09
19. TV : Channel 9
• 30 second vignettes : Real estate selling updates
– Provide sellers with practical tips and info – “why didn’t I think of that?”
– Fronted by Melbourne comedian, Lawrence Mooney
– Commencing Sunday 3rd
May until Friday 3rd
July : 9 week schedule
• Programming
– Today Show (Syd & Melb)
• Target: 30 – 49 years
• Peak time:
– Sydney : Wed – Friday Breakfast 7:30am
– Melbourne : Wed – Fri Breakfast 7.30am
– Home Made (NEW Design and Renovation show): Syd only
• 8 weeks
• Sunday evening 6.30pm
– Nine News and 60 Minutes : Syd only
• 60 Minutes : 5 Spots
• Nine News : 4 Spots
20. Example vignette – Advertising
If video does not play visit: http://www.youtube.com/watch?v=aBLERKHA4Qg
21. Example vignette – Why use an agent
If video does not play visit: http://www.youtube.com/watch?v=Dnlkl4F94_c
22. Example vignette – Preparing yourhome
http://www.youtube.com/watch?v=w9ynpe8pwwc
23. Radio
• Sydney
– 2DAY
• Kyle & Jacqui Breakfast Traffic sponsorship
• High frequency with credits every 15 minutes
• Mon – Fri for 4 weeks
– 2GB
• Last break before news @ 7am and 8am. Mon – Fri for 9 weeks
• Stockmarket Report Sponsorship. Mon – Fri for 9 weeks
• Melbourne
– 3AW
• Top & Tail 15 second recorded spots with Bill Kusznirczuk (resident urban
planning expert) Breakfast Thurs – Fri for 9 weeks
– Fox FM
• Matt & Jo Breakfast Traffic sponsorship
• High frequency with creditsevery 15 minutes
• Mon – Fri for 4 weeks
24. Digital
• eDMs to REA and third party databases
– targeting homeowners and those with mortgage
• Display advertising
– REA site & network
– External Networks include :
• Website retargeting of consumers that visited
the Sell & Sold properties of REA
• Behavioural targeting across Yahoo based on
Search terms they enter in Yahoo, content viewed
and where they visited
• Video content on 9MSN (Platform 9)
.
28. Getting close to the action – OFI’s
REA Brand Custodians handing out branded
folders at selected OFI’s – Syd only
– Target 7 areas (approx 60 suburbs) identified as domain
50/50 areas
– Commencing Sat 9th
May for 6 weeks
– 8 Teams of 2 staff to hand out branded folders at OFI’s
– For agents a great value add to their customers
– For consumers useful giveaway to take home to help
them stay on top of all the property paperwork such as
contracts, property flyers, OFI lists and agent contact
details. – keep REA top of mind
Areas include :
- Hills District - Upper North Shore
- Northern Beaches - North Shore
- Mid-North Shore - Sutherland
- St. George X 2 teams
29. PR& social networking
• PR
– targeting homeowners and those with mortgage
• Social Networking
– Our aim is to build a community and get engaged in relevant
conversations
Start off sending out weekly tweets : topical info
When is the right time to sell?
Tweet: If the property market follows the general state of the economy, when is a good time
to sell? We’ve got the scoop on today’s sellers market. (link to relevant articles & RP data)
Tweet: Thinking of selling your home? Find out if it’s worth waiting for spring.
Start adding to discussion boards
Discussion topic: Tell us your tips for getting a great winter sale?.
30. Agent Communication
Communications
Monday 4th
May
Email communication – launch to
include choosing an agent video
Monday 11th
May
New vendor flyers available to order
– email comms to agents
w/c Monday 18th
May
Article in agent newsletter
w/c Wednesday 20th
May
Tile ad on Agent Admin
Agent tools
• New vendor flyers
• Tile ad image available for agent websites
• Additional give-away folders (other states)
– Distribution via AM
• DL Flyer in renewal and welcome kit
31. Measuring Success
Key website metrics to realestate.com.au/sellingguide
– UB’s, Frequency, Sessions Duration
– No. of downloadis of checklist & brochures
Brand Health Measures
– July & August we want to see a positive shift in Syd and Melb in the % of
consumers that when asked “ which site that lists properties available to rent, buy
& share first comes to mind” state realestate.com.au
Creative Testing
– Channel 9 is undertaking research to track cut through & effectiveness of the
vignettes
Bunnings have successfully taken on position as both market leader, and consumer educator in all DIY renovation and home improvements.
IKEA are the successful market leader in home furnishings, also educating consumers with DIY furniture, fixtures and design.
IKEA educates consumers beyondits products, providing information including:
Room planning tips
Floor plan software
Four key sections based on research:
Preparing to sell
Choosing an agent
Advertising your property
Presenting your property
To ensure that the language was in consumer speak we used a consultant that focuses on making language simple, avoiding jargon.
