Real estate platform Domain has unveiled its new Spring campaign, focusing on the trade-offs Australians face when choosing a home.
The campaign aims to highlight the vital role of real estate agents in guiding buyers through complex decision-making processes.
Chief Commercial Officer and Managing Director – Agent Division at Domain, John Foong, said local expertise plays a key role in real estate decisions.
“We want to remind everyone looking for a home that all real estate decisions are local,” Mr Foong said.
“Great agents have the necessary suburban expertise and empathy to help buyers make the critical tradeoffs required in this process.”
The campaign features over 200 versions of localised Out of Home (OOH) content, allowing agents to connect with buyers in their specific markets using resonant messages.
Domain’s initiative acknowledges the diverse needs of buyers and the compromises often involved in home selection.
Whether it’s balancing proximity to the CBD with more space or choosing between a larger backyard and a home office, the campaign supports buyers in making informed decisions based on their priorities.
The campaign also highlights advantages to vendors, with Domain’s “Why List on Domain” messaging targeting sellers and showcasing the platform’s value.
“The inclusion of Audience Boost in our paid listings is showing promising results,” Mr Foong said.
“In July, we saw an average uplift of 26.6 per cent in views per listing across Platinum Edge listings nationally within their first 30 days.”
The multi-channel approach ensures agents and their listings will be prominently featured across a wide-reaching media landscape, combining Domain’s rich data with agents’ local expertise to guide buyers through the complexities of the current property market.
Chief Marketing Officer and Managing Director – Consumer at Domain, Rebecca Darley, said the campaign aligned with the company’s purpose.
“At Domain, our purpose is inspiring confidence in life’s property decisions,” Ms Darley said.
“We know the market is challenging, and that people need to make trade-offs to find what’s right for them.”
