Media Kit 2019 - Realestate
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Media Kit 2019
realestate.com.au Media The home of all things property realestate.com.au is the market- leading property website in Australia. We provide comprehensive property listings and information to help property seekers at all stages of their property journey – from finding a share house to downsizing their family home. When Australians think property, chances are they think realestate.com.au first.
realestate.com.au Media
We reach,
understand and
inspire Australians
through life’s
moments
Reach
8.7 million 47 minutes 9 visits
fast facts unique audience time on site per person per person
60% 64 493 million
of our audience page views per visitor page views in total
is exclusive*
Source: Nielsen DCR, Jan-19, People 2+, Text, Unique Audience, computer and mobile.
*Source: Nielsen Digital Panel, Jan-19, unduplicated reach for closest online property
website = Domain.com.au (channel). Per Person stats are shown as an average.
Reach
24k
1.5m
Reach Australia’s
741k
largest property
audience 584k
1.6m
91k
1.6m
123k
Source: Nielsen Digital Panel, Jan-19, Unique Audience by State
Reach
We’re with our audience 8.7million
unique audience
throughout the day, across device. across all devices
Smartphone Desktop Tablet
6,223,000 2,843,000 1,140,000
realestate.com.au unique audience. Source: Nielsen DCR, Jan-19, People 2+, Text, Unique Audience by device
Reach
We speak to your audience on
these key social media platforms
Facebook
Facebook
Our Facebook audience is large
Instagram Linked In Our articles
and video
content
7.7m reach 48% of
Australians on
Facebook
facebook
users reached
Snapchat Twitter
Reach & Frequency Source: Facebook Touchstone reports. May 2018.
Engagement Source: Average from weekly Facebook Insights data
03/04/2018-27/05/2018
Reach
Understand
Our audience are
engaged in many
43 45% things onsite
Buying
audience average age of the
audience
children living at home
Selling
Monitoring the Property
Market
Renting
Renovating
60% $100k
Fantasizing about their
Dream Homes
Getting Tips &
are the main average median Inspiration for Home
grocery buyers household income Improvements
of the audience Learning more about
suburbs
Source. Nielsen CMV. Survey 10 2018. Visited realestate.com.au in the last 4 weeks
UnderstandWith such a diverse audience, REA can provide media solutions to reach any target audience.
Gender Age Breakdown
Age Breakdown
33%
33%
28%
28%
21%
22%
13%
15%
5%
6%
43% 57%
Male Female Under 25 25-39 40-54 55-69 70 and over
Life Cycle
68% are married/ 72% live in the 5 major
de facto Young
Families
36%
35% capital cities
Couples 29%
27%
29% are DINKs 68% have post school
Other 17%
19% qualifications
17% speak multiple
9%
languages at home
Singles 10%
66% are currently
Older
9% employed
Families
Source: Nielsen CMV. Survey 10 2018. Visited realestate.com.au in the last 4 weeks
UnderstandHome Ownership Property Intentions
45%
33%
37%
18% 18%
60%
11% 7% 3% 1%
3% Looking to Buy Looking to Rent Looking to Sell Looking to Looking to Build Looking to Looking to Visiting
Renovate Lease Out Share realestate.com.au
for Info &
Owner Renter Other Entertainment
A Highly Affluent Audience Home Facts
A realestate.com.au visitor is 20% 12% own an investment property
18% 19% more likely to have a HHI over
120k than the average Australian
15%
11%
13% 13% 13%
11%
13% 74% live in a standalone house
9% 10% 10%
9% 9%
4%
5%
54% have a dog or cat
Under 30k 30-49k 50-69k 70-99k 100-119k 120-149k 150-199k $200,000+ 31% intend to undertake DIY home
Australian Population realestate.com.au
improvements in the next year
Source Home Ownership and Life stages: Nielsen CMV. Survey 10 2018. Visited realestate.com.au in the last 4 weeks
Source Property Intentions: realestate.com.au onsite omnibus, conducted externally by Research Ink. December 2018. Sample = 1,527
UnderstandClearly delineated sections, each with strong audience numbers
BUY RENT SOLD NEWS & GUIDES LIFESTYLE
27million 9.1million 5.1million 2.4million 1.3million
visits visits visits visits visits
423million 220million 16million 3.2million 1.5million
page impressions page impressions page impressions page impressions page impressions
9.8minutes 9.9minutes 4.6minutes 2.5minutes 1.8minutes
spent per person spent per person spent per person spent per person spent per person
Source: Traffic: Adobe Analytics average per month Jul-Dec 2018.
UnderstandPROPERTY MOMENTS
LIFE MOMENTS
We understand Life Moments
and understand how they
impact property moments
UnderstandAt realestate.com.au, we don’t just provide the widest range of property information, insights and inspiration. We connect Australians with their property aspirations, influencing purchase intention and behaviour.
BANKING & FINANCE
Types of Buyers Lender consideration
It’s not just the Big 4 banks being considered by the
REA audience
A mortgage broker 61%
1,176,000
One of the Big 4 Banks 43%
First Home Buyers Investors
792,000 339,000
A bank outside the Big 4 34%
realestate.com.au visitors Credit Union 23%
are intending to apply for a None of the above 2%
new home loan in the next
0% 10% 20% 30% 40% 50% 60% 70% 80%
12 months Source: Media Purchase Intention Study. September 2018. Sample Size = 139.
Base: All Mortgage Intenders.
Upgraders Downsizers
444,000 244,000 Mortgages aren’t the only banking &
finance needs of a home buyer
• They are 2.5 times more likely to be applying for
48% a car/personal loan in the next 6 months
• They are 1.6 times more likely to have term
of home loan intenders will deposit accounts while they are house hunting
Flat/Unit or
be applying for their first Apartment Buyers New Home Buyers • 25% are intending to change their MFI in the next
home loan 6 months
339,000 673,000 • 41% have a high interest online savings account
Source: Nielsen CMV Survey 10 2018. Visited realestate.com.au in the last 4 weeks.AUTOMOTIVE INTENDERS
New Car Purchase Intention
10%
690,000 of our audience are
Home builders
Home buyers who are upsizing
3.6x
3.4x
new car buyers visit
realestate.com.au
intending on buying a new Home buyers 2.4x
car in the next 12 months
Recently had a job promotion 2.3x
Expectant parents 1.5x
When? Renovators 1.4x
Now 3-6 months 6-12 months
141k 182k 367k Recently married 1.3x
REA reaches more auto intenders Ave spend/body type
than our competitors Our audience are after a range of different body types, at a range
of prices.
$31,784 45% 28% 36%
SUV Small/Light Vehicle Medium/Large Vehicle
is the average our $34k $20k $29k
690k 549k 395k 381k 265k 180k audience spend on
a new vehicle 14% 14% 4%
Luxury Car People Mover Other
realestate.com.au news.com.au domain.com.au smh.com.au $51k $52k $7.5k
carsales.com.au carsguide.com.au
Source: Media Purchase Intention Study. September 2018. Sample Size = 190. Base: All Car Buyers.
Shows purchase intention and average spend.
Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks.TRAVEL
Our diverse audience take very different holidays,
meaning there’s opportunity for all travel brands
71% NEXT TRIP PLAN TRAVEL PREFERENCES
3,063,000 of our audience like to
travel to new places 26%
Fly somewhere in Australia
1 in 2 realestate.com.au visitors are
interested in travelling on no frills airlines
of our audience are
planning a trip in the next
14% of the realestate.com.au audience check
12 months Drive somewhere within Australia
87% the internet when they are planning a trip
10% $6,437 is the average expected spend on flights
Fly somewhere overseas and accommodation for the next holiday
of the realestate.com.au audience2
5%
Our home buyer audience’s destinations of choice Take a cruise
1 in 4 realestate.com.au visitors usually go
away for school holidays
DOMESTIC OVERSEAS
FREQUENT FLYER MEMBERS
our audience are divided; half prefer short
Ayers Rock New Zealand breaks, half prefer long trips
4 times more likely 1.7 times more likely Qantas
Broome USA/Hawaii 47%
2 times more likely 1.7 times more likely
38% prefer to holiday outside of Australia
Gold Coast Japan Virgin Australia
1.5 times more likely 1.7 times more likely 34%
Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks.
2
Source: Media Purchase Intention Study. August 2017. Sample Size = 1,777. Base: All TravellersRETAIL
Household Items - Purchase Intention
1.7 x 808,000 All items are on the shopping list for the REA audience.
Here’s how many intenders we reach for each product
2,346,000
more likely realestate.com.au visitors
are intending to purchase
Computer 1937k
realestate.com.au visitors items for the outdoors of
are intending to purchase A home buyer at their property (eg. Lawn Smart TV 642k
major household items in realestate.com.au is twice mower, power tools,
as likely to purchase major BBQ etc.) Lounge Suite 523k
the next 12 months
household items Refrigerator 522k
LCD/LED TV 408k
Outdoor Suite 372k
Home Renovations / Improvements
Bedding 361k
$7,297 60%
Vacuum Cleaner 353k
Bedroom Suite 341k
of sellers 1 in 2 home buyers at
realestate.com.au intend to buy Air Conditioner 333k
is the average spend on spend money renovating/ a property that they can renovate
renovations/improvements in the improving their property before or make minor improvements. Washing Machine 322k
past year sale. Sellers spend 55% more on They will need to buy products
home improvements than the such as paint, tools and new Microwave Oven 298k
average Australian fittings; many will also need to
engage professionals
Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks. Purchase Intention = Intend to purchase within 12 months.MOVERS
Logistics
When does this all happen?
A mover considers many aspects even
Full Service DIY Removalists Cleaning before they decide on a property.
2,026,000 49% 43% 37% 40% of movers at REA start thinking
about what they need to do for a
will engage will handle the will engage a
realestate.com.au visitors are a full service moving themselves cleaning service home move more than 1 month prior
intending to move home in removalist firm and will simply hire a to their moving date.
vehicle to help with
the next 12 months... the move
Source. Media Purchase Intention Study, August 2017. Intend to move in next 6 months.
Sample = 1,777
Connectivity Utilities Decking out your
new home
43%
of movers will consider
979,000 switching Electricity or
Gas Providers~
65% will buy home furnishings such
as cushions, lamps or rugs
of these movers plan on
collecting the keys within
2.3 x when they move house*
3 months.
A mover is 2.3 times
more likely to switch
home internet
1 in 3 are likely
to switch
their bundled
1.8x Movers are 1.8x more likely
to be in the market for major
household items such as
providers than the products whitegoods or furniture, than
average Australian the average Australian
Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks. *realestate.com.au consumer omnibus. February 2017. Sample = 1894
~realestate.com.au consumer omnibus. April 2017. Sample = 2,552The REA Audience records increased likelihood to be in market for Home & Contents,
INSURANCE Health Insurance, Life Insurance or Automotive Insurance in the next 12 months.
Insurance Intention - Home Movers
Likelihood to purchase compared to Australian population
It’s not only Home &
Health Insurance 3.1x
Contents insurance
that is triggered by a
Home &/or Contents 2.6x
property move
5,628,000 Auto Insurance 2.3x
Insurance Policy Holders
can be reached at REA.
Insurance is important to Attitudes towards insurance
the REA audience with 83%
of our audience holding at 70% of the REA audience state 56% of our audience choose their 1 in 2 of the REA audience are
that they like to be well insured insurance policy based on policy brand loyal in terms of their
least 1 insurance policy. attributes, with brand being a insurance providers; they prefer
secondary consideration to have all their insurance
policies with the one brand
Price is the most important 34% of the REA audience got their 10% of pet owners have Pet
issue when selecting an insurance quotes online for the insurance at REA
insurance provider for the last policy they took out, and 1 in 4
REA audience completed their purchase online
Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks.Inspire
Display Advertising
realestate.com.au offers brands a wide range of
display ad placements that target our large, engaged
audience. Our suite of display inventory can help
brands achieve their objectives ranging from brand
building to direct response.
• Ad units can be targetable to specific site sections.
• Sticky ad units maintain viewability and
engagement.
• Page takeovers allow brands to maximize their
presence across all ad units.
InspireVideo
With enhanced video ad unit capabilities,
realestate.com.au offers brands multiple options to
reach our wide audience through video content.
From integrated ad units such as Native Video and
Templated Strips within our search results pages,
through to impactful out stream and pre-roll video,
realestate.com.au has video solutions to support any
brand’s campaign.
InspireSponsored Content
With an in-house content team, realestate.com.au
can provide brands sponsored content
opportunities across image galleries, written
editorial and video series.
Our team of influencers and property experts
provide Australians with insights, information
and inspiration on a daily basis. With sponsored
content, brands can leverage the trust and
credibility of these influencers and experts, in a
contextually relevant environment.
InspireCalculators and Tools
realestate.com.au has Australia’s largest number
of property seekers. They come searching for
properties but also for information and knowledge
to help them on their property journey. With our
branded calculators, consumers gain a clearer
understanding of their financial position and
potential. Sponsorship of our calculators and
tools enables brands to increase brand awareness
at the right time, as consumers engage with the
calculators and become prospective leads.
• Mortgage calculator
• Rent to buy calculator
• Renovation calculator
• Stamp duty calculator
InspireEDM
Our engaged audience don’t just visit
realestate.com.au across platforms. They also
interact with our brand to access information,
insights and inspiration through targeted
communications delivered directly to their
mailboxes.
With auctions results, property market updates and
suburb specific information delivered on a regular
basis, brands can access sponsorships of these
targetable EDM opportunities.
InspireTargeting Capabilities
With millions of Australians visiting realestate.com.au
across mobile, tablet and desktop, we have access to
a vast array of inferred and predictive behavioral data
on our audience. Marrying these insights to our suite
of bespoke research allows us to guide brands as they
pursue their target audience. Basic segmentation of
our website into Buy/Rent/Sell gives us some insight
into a user’s attitude to property and related industries
(finance, insurance etc), whilst third party data
integration gives brands greater capability in targeting
users down to more precise details across our ad
unit offering.
InspireIntegrated Solutions
realestate.com.au offers a broad range of media
products to suit the campaign objectives of our
advertisers. With the assistance of our brand
partnership team, we can help brands to create a
holistic and integrated marketing campaign through
realestate.com.au’s online offerings.
InspireLet’s talk Our team is here to help brands achieve their objectives. If you want to find out more about advertising opportunities for your brand on realestate.com.au get in touch today. Contact us
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