Advertiser Information Kit - Rent.com.au In the Media
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Advertiser Information Kit
About rent.com.au
Australia's #1 website dedicated to rental property, RNT is focused on making the process of
renting easier, more rewarding and more enjoyable for the millions of Australians who rent.
Our Philosophy
Renters Properties Flick Home for
in Suits on Pedestals the Forms Renters
Our renters will always We present our Let’s automate where We are fast becoming
be presented to agents properties with we can. We are the default destination
and landlords in a way additional, relevant removing the need for for renters, by adding
that maximises their information that makes most of the paperwork value and not
chances of getting the the process easier for to help save our expecting reward for
home they want renters renters time and effort no effort
2
Renting is a very large market
Quick Stats Housing affordability and supply remain
keys drivers for the rental market.
$60bn But we are also seeing the rise of the “Rentvestor”
(~10% of our Renters) and the “Logical” renter
annual rent paid‡ (typically younger, professional that moves for work
or lifestyle reasons).
85,000 Regardless of the drivers, renters are a growing and
important part of our communities and need to be
treated as such.
homes rented monthly*
+32%
of Australians rent their home£
2 million
investment property owners†
3
‡ - RNT estimate based on ABS data; £ - ABS Statistics; * - RNT estimate based on number of bonds lodged in QLD, VIC, NSW and SA † ATO Data
A market that is growing rapidly
A lifestyle choice Growing % of Renters in Australia
34%
Not everyone aspires to home
ownership and the same job for life
anymore – a cultural shift has 31%
occurred.
28%
The renter population in Australia is
steadily increasing each year, flexibility
and experiences are valued above
25%
stability and everyday routine. 2003–04 2005–06 2007–08 2011–12 2013–14 2015–16
People can now choose to live where
they want without that also being their Home owners set to become the
minority in Sydney, HILDA report
The Australian dream: soon,
fewer than 50 per cent will own
biggest investment decision. shows home
Source: Australian Bureau of Statistics
and that we are well on our way to owning
Monthly engagement snapshot – a lot happens in a month!
24,000 614,810 75,544
Renter Resumes created Unique Visitors browsing Active rental listings
more than 800 per day 8.9 million pageviews +90% of national rental ads
77,332 2,361 $1million
Applications and Enquiries on Products purchased by renters to Worth of rental bonds financed
rental properties make the moving process easier through RentBond
5
With clear traction in customer growth
Renter Resumes
+172%
GROWTH IN
User-managed online profile that allows
renters to automatically generate
property enquiries and applications
RENTER & Renters Landlords
LANDLORD 396,000
Fill out profile once for
DATABASE IN FY17 multiple applications
Stored securely online
Quick and easy to use
146,000
114,000
74,000
✓ More than 250,000 Renter Resumes created in under
18 months
FY14 FY15 FY16 FY17 ✓ Unlike existing processes, it was developed to meet
the needs of the renter
✓ Provides agents and landlords with a simplified view
Strong adoption rates for our services demonstrate of the applicant’s rental history, ID verification and a
a gap in the market for a renter-focused platform, tenancy database screening (via RENT’s RentCheck
with our initiatives such as Renter Resume driving product)
rapid growth in our user base ✓ Through the support of our customers we are growing
our influence in the real estate industry, increases our
ability to make change
Growth driven by launch of Renter Resumes in October 2016
following strategic changes by new management team
6
and increasing customer engagement
Greater engagement means more revenue from products and advertising, more
enquiries and applications on properties;
Page Views Time on Site Repeat Visitors
Page views have increased by 56% The average time that a visitor to Repeat visitors have greater
over the last year despite us reducing rent.com.au spent on the website purchasing intent and are more likely
our traffic spend increased from 4:23 to 5:13 to recommend.
(overall traffic remained constant) (REA and Domain both decreased) Repeat visitors tend to be non-paid.
Millions
Website Page Views Average Time on Site (Mins) Returning Visitors
65.0%
120
5:00
100
60.0%
80
60
115 4:00 5:02 64.3%
4:23 55.0%
40
73
57.5%
20
0 3:00 50.0%
FY16 FY17 FY16 FY17 FY16 FY17
7
Providing unique and exclusive content
Relevant and unique information on properties, along with useful
services creates greater engagement, repeat visits and time on site;
Suburb Reviews NBN Status Walk Score
8
To a large, unique and national audience
600,000+ unique visitors monthly
64% Female
£
35%
Age Distribution
30% 32%
36% Male 1%
25% 28%
24%
20% 10%
65% mobile 15% 19% 6%
33%
10% 13%
27% desktop 23%
2%
5%
6% 2% Australian
0% Population distribution
8% tablet 18-24 25-34 35-44 45-54 55-64 65+
1%
Rent.com.au Audience
With the second highest average dwell time amongst leading property Distribution
websites,
NSW 33%
Over half of the Almost three quarters of QLD 24%
62% rent.com.au audience 75% the rent.com.au audience
does not visit does not visit VIC 23%
realestate.com.au$ domain.com.au$
WA 10%
Other 10%
9
Source: £ Google Analytics, Renter Resume data ‡ Nielsen Market Intelligence Report January 2018* Rent.com.au Audience Survey Data $ Nielsen Duplication Report January 2018
Not your average renter
50%
Household Composition
rent.com.au Australian Average Customer
40% demographic
30%
20% The largest proportion (40%)
10%
of our renters are families.
0% Together, families and
Families Singles Couples (no children) Other
couples comprise two thirds
of all renters.
Household Income
60% rent.com.au Australian Average Our audience typically has a
50% higher disposable income
than the Australian average
40%
30% Rental bonds on Rent.com.au
20%
12% higher than average –
indicates more expensive
10% properties being leased
0%
$0-$50k $50k - $80K $80k - $100k $100k+
10
Source: Rent.com.au audience researchOur Advertiser
Products
Display Native Advertising Audience
Advertising Targeting
eDM Editorial Bespoke
(Blog & eNews) OpportunitiesDisplay Advertising
Drive traffic to your site with a number of
high-impact onsite advertising placements.
Target key pages on Rent.com.au:
• Homepage, search results, property details,
property gallery and the blog
• Native ad units available on search results and
property details pages – the highest performing
units onsite
• Available programmatically or direct (priority
placement and targeting)
• Target search results and property details pages
by:
• suburb and postcode
• weekly rental price (i.e. over $500 per week)
• number of bedrooms/bathroomsNative Advertising
Engage with our audience through integrated
native placements on Rent.com.au
• custom units not available programmatically
• higher than average click through rates
• native placements mimic the content onsite and offer
advertisers a way to increase awareness and cut through
‘banner blindness’ often associated with traditional
display
• native placements are available across Rent.com.au blog,
search results, property details page and mobile
property gallery page
• native advertising is available to select, contextually
relevant advertisers only and subject to approvalNative Advertising – new “Local Ads”
With thousands of potential new customers
searching in different suburbs per day, a unique
and difficult to replicate opportunity
14Native Advertising – new “Local Ads”
Designed to be user created
Ads appear inline with our properties,
minimises “ad fatigue”
Currently a customer can choose an icon
or we can force a specific
Limited to 2 ad slots per suburb, click
though to Web/Facebook
2 lines of text added by customer or can
be auto generated
Image by customer or could be from a
stock library
15Audience Targeting
Targeting based on search results / filters e.g. post code
With Renter Resume we can segment* advertising
messaging by:
• Age
• Gender
• State, Post Code
• Household/Family Type
• Employment Situation
• Time In Employment
• Income Level
We also have audience extension capability – targeting
specific segments of Rent.com.au visitors with YOUR
messaging, even when they move on to other sites
(including Facebook)
Rent.com.au data can also be instantly pushed into your
DSP account for you to target as part of your display and
social campaign activity (cost per cookie).
* requires sign ineDM
Connect with 420,000+ Rent.com.au
members through eDM marketing delivered
straight to their inbox.
Reach passive and active members in the following ways:
• Regular solus eDM’s to over Renters and Landlords
opted in to received 3rd party offers
• Native editorial integration and banner advertising
on the monthly Renter and Landlord eNewsletters
• State and city based targeting availableEditorial Sponsorship
Native editorial sponsorship
opportunities are available to select,
contextually-relevant brands.
Build trust and position your brand as a leader through
integration with Rent.com.au’s content channels.
Editorial sponsorship opportunities available across
the Rent.com.au Blog
• blog-wide promotion
• Renter Advice
• Landlord Advice
• Pets
• Reader Q&A
• Inclusion of articles in monthly newslettersBespoke “in-process” promotion
We help renters navigate the whole moving home process.
This provides us with the opportunity to promote relevant
offers to our renters at the right point in their moving journey,
ranging from email marketing triggered by certain actions,
through to post-checkout promotional screens
Stage: Market research Application Moving in Tenancy Moving out
Trigger: Renter Resume & Pet Post application Property confirmation Set time periods post Set time periods post
Resume completion confirmation of moving application/moving application/movingBespoke solutions
Although we have a wide range of advertising products
available, we understand that one size doesn’t fit all.
Talk to us about how we can connect your brand with Rent.com.au’s audience through
unique product and advertising partnerships.
Start
the conversation
1300 736 810
adsales@rent.com.auYou can also read
