Property portal, realestate.com.au, has launched a TV ad campaign featuring a new tagline, “The biggest address in property”, and unveiled a redesigned site, as part of its strategy to extend its lead in the online property market.
Realestate.com.au CEO, Simon Baker, said the campaign was aimed at communicating that realestate.com.au was the largest site with the most properties and that the benefit for consumers was they would have more chance of finding a property right for them.
"To date we have driven our growth in traffic and listings by offering a great product—and by communicating the benefits of online search, underpinned by the fact that we are the largest site," Baker said.
"Because our lead over competitors is now so significant, we feel it's the right time to capitalise on this advantage by communicating what we know is one of the most compelling drivers to site trial among prospective site visitors."
The TV ads show people that are living in properties that are clearly not right for them such as a man whose large afro has had to be flattened on top to accommodate the low hanging ceiling fans in his lounge room.
Credits: Agency Cummins & Partners, copywriter Jonathan McMahon, art director Lisa Fedyszyn, creative directors John Skaro, Roger Nance, director Chris Begley, Renegade Films.
