INDUSTRY NEWSNationalNEWS sets new audience record

11.2 million people visited in April setting a new audience record for REA Group, underpinned by a strong increase in buyer activity across the site.

The result was up 55 per cent year-on-year, and backed up a total of 109 million visits (up 37 per cent), an increase of 37 per cent in traffic to the site’s buy section, a 49 per cent boost in buyer inquiries, and app launches of 43 million (up 35 per cent).

REA Group Chief Audience and Marketing Officer Melina Cruickshank said while it’s been critical to support their customers through the short-term impacts of COVID-19, they also knew it was equally important to think long-term.

“This meant we made an active decision to continue to invest in marketing our brand and products throughout the COVID-19 pandemic,” Ms Cruickshank explained. 

“Millions of people rely on when buying or selling property and we wanted to do everything in our power to minimise the disruption brought to the property market.”

As a result, the product and marketing teams delivered a number of initiatives, including ‘Digital Inspections’ and new partnerships with 10 online auction platforms. 

Now, more than 50,000 Buy and Rent listings feature digital inspections and the site is averaging more than two million weekly views on its digital inspections and 3D tours.

This week also launched a national advertising campaign capturing the simplicity of Australia’s connection to home, via people’s backyards.

Produced entirely via virtual working methods and adhering to social distancing restrictions, the homes were filmed using a single drone over two days, in the midst of Stage 3 restrictions with families who volunteered to be filmed in the ‘isolation safety’ of their backyards.

“Over the last few months our homes and backyards have become our classrooms, offices, gyms and so much more,” Ms Cruickshank said.

“What we value in our home is now evolving, with home offices and outside space becoming more important.

“Remote working has opened up so many opportunities in home ownership.

“With enquiries jumping by 49 per cent year-on-year in May on, buyer demand is absolutely surging.”

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