New research has revealed Australians see advertising on property websites as helpful and relevant on their property journey.
Appropriate, well-matched ads enhance the overall experience for buyers, sellers, renters and renovators beyond searching for their next home.
The Media Relevance Study, conducted by Pureprofile on behalf of REA Group, surveyed more than 750 Australians currently engaged in the property market.
The survey found that people on the property hunt are open to money saving opportunities and are interested in discovering new products, services and brands when they’re searching for their next home.
Key findings:
- Ads help people save money – Two thirds of buyers (67%) say ads with special offers can help them save money when they are searching for property online, with similar sentiment among renters (64%) and sellers (62%).
- Ads aid discovery – Overall, 63% of buyers agree that ads make it easier to find what they’re looking for, this increased to 68% among sellers.
- Relevant ads enhance the experience – A majority of consumers (55%) say seeing ads related to their current interests improves their overall online experience. This climbs to 70% among renovators and decorators, and sits at 57% for both buyers and renters, and 56% for sellers.
- Ads introduce new options – More than half (53%) of people engaged in the property market say relevant ads help them discover products and services they might not have found otherwise, increasing to 66% of renovators/decorators and 56% of buyers.
REA Group National Sales Director, Media, Rob Hudson, commented:
“This research demonstrates that personalised advertising campaigns on realestate.com.au can enhance the experience for the millions of buyers, sellers, renters and renovators visiting our platform every month. Our audience is already in decision-making mode. They’re weighing up everything from finance, utilities and insurance through to furnishings, appliances and trade services. Our role is to connect them with the right brand at the right time, and a relevant, useful offer or idea can help them make a smarter choice, faster.
“We’ve built our media business around deep audience insight and rich proprietary data. realestate.com.au reaches over 60% of the country’s online adult population¹, and we offer brands a powerful way to connect with Australians at moments when they are reassessing not only where they live, but how they want to live.”
Suncorp Executive Manager, Media (Marketing), Greg Kearney, said: “realestate.com.au gives us the ability to reach Australians at one of the most meaningful life moments – when they’re actively planning a move. That intent creates a powerful opportunity to deliver personalised, relevant messages that resonate. Connecting with customers at this stage helps us be more helpful, more timely and more effective, supporting their next chapter with solutions that match where they are in their home journey.”
The Media Relevance Study builds on REA Group’s Movers research, which found that the decision to move home prompts a broader life reset.
It revealed around two in three movers review their lifestyle, start fresh routines or experience something new when they relocate, making it a powerful moment for brands to reach potential customers.
¹ Ipsos iris Online Audience Measurement Service, September 2025 – November 2025 (average), P18+, PC/laptop/smartphone/tablets, text only, Brand Group, realestate.com.au, Reach %
