The home of all things property

Transcription

1 Media Kit 2019

2 realestate.com.au Media The home of all things property realestate.com.au is the marketleading 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.

3 realestate.com.au Media We reach, understand and inspire Australians through life s moments

4 Reach

5 8.6 million 46 minutes 9 visits fast facts unique audience 58% of our audience is exclusive* time on site per person 53 page views per visitor per person 459 million page views in total Source: Nielsen DCR, Oct-18, People 2+, Text, Unique Audience, computer and mobile. *Source: Nielsen Digital Panel, September 2018, unduplicated reach for closest online property website = Domain.com.au (channel). Per Person stats are shown as an average. Reach

6 Reach Australia s largest property audience 624k 16k 417k 1.2m 1.9m 124k 1.7m 145k Reach Source: Nielsen Digital Panel, September 2018, Unique Audience by State

7 We re with our audience throughout the day, across device. 8.6million unique audience across all devices Smartphone 5,893,000 Desktop 3,064,000 Tablet 1,174,000 Reach realestate.com.au unique audience. Source: Nielsen DCR, Oct-18, People 2+, Text, Unique Audience by device

8 We speak to your audience on these key social media platforms Facebook Facebook Our Facebook audience is large Instagram Snapchat Twitter Linked In 7.7m facebook users reached Our articles and video content reach 48% of Australians on Facebook Reach Reach & Frequency Source: Facebook Touchstone reports. May Engagement Source: Average from weekly Facebook Insights data 03/04/ /05/2018

9 Understand

10 44 43% Our audience are engaged in many things onsite audience average age of the audience 61% are the main grocery buyers children living at home $100k average median household income of the audience Buying Selling Monitoring the Property Market Renting Renovating Fantasizing about their Dream Homes Getting Tips & Inspiration for Home Improvements Learning more about suburbs Source. Nielsen CMV. Survey Visited realestate.com.au in the last 4 weeks Understand

11 With such a diverse audience, REA can provide media solutions to reach any target audience. Gender Age Breakdown 33% 31% 28% 29% 21% 22% 43% Male 57% Female 13% 12% 5% 6% Under and over 68% are married/ de facto Young Families Life Cycle 36% 34% 72% live in the 5 major capital cities 29% are DINKs 17% speak multiple languages at home Couples Other Singles Older Families 10% 9% 9% 17% 18% 29% 70% have post school qualifications 66% are currently employed Source: Nielsen CMV. Survey Visited realestate.com.au in the last 4 weeks Understand

12 Home Ownership Property Intentions 45% 33% 37% 60% 18% 18% 11% 7% 3% 1% Owner Renter 3% Other Looking to Buy Looking to Rent Looking to Sell Looking to Renovate Looking to Build Looking to Lease Out Looking to Share Visiting realestate.com.au for Info & Entertainment A Highly Affluent Audience Home Facts 11% 9% 14% 13% 14% 13% 19% 19% 13% 9% 10% 11% A realestate.com.au visitor is 20% more likely to have a HHI over 120k than the average Australian 8% 10% 6% 4% 12% own an investment property 74% live in a standalone house 55% have a dog or cat Under 30k 30-49k 50-69k 70-99k k k k $200,000+ Australian Population realestate.com.au 33% intend to undertake DIY home improvements in the next year Understand Source Home Ownership and Life stages: Nielsen CMV. Survey Visited realestate.com.au in the last 4 weeks Source Property Intentions: realestate.com.au onsite omnibus, conducted externally by Research Ink. September Sample = 1,527

13 Clearly delineated sections, each with strong audience numbers BUY RENT SOLD NEWS & GUIDES LIFESTYLE 29million visits 9.5million visits 8.2million visits 2.5million visits 1.1million visits 203million page impressions 232million page impressions 16million page impressions 3.3million page impressions 1.4million page impressions 8.3minutes spent per person 8.3minutes spent per person 3.8minutes spent per person 2.6minutes spent per person 1.1minutes spent per person Source: Traffic: Adobe Analytics October Understand

14 We understand Life Moments and understand how they impact property moments PROPERTY MOMENTS LIFE MOMENTS Understand

15 At 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.

16 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% 1,056,000 realestate.com.au visitors are intending to apply for a new home loan in the next 12 months First Home Buyers 698,000 Upgraders Investors 319,000 Downsizers One of the Big 4 Banks A bank outside the Big 4 Credit Union None of the above 2% 23% 34% 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: Media Purchase Intention Study. September Sample Size = 139. Base: All Mortgage Intenders. 473, ,000 Mortgages aren t the only banking & finance needs of a home buyer 47% of home loan intenders will be applying for their first home loan Flat/Unit or Apartment Buyers 320,000 New Home Buyers 484,000 They are 2.5 times more likely to be applying for a car/personal loan in the next 6 months They are 1.6 times more likely to have term deposit accounts while they are house hunting 25% are intending to change their MFI in the next 6 months 41% have a high interest online savings account Source: Nielsen CMV Survey Visited realestate.com.au in the last 4 weeks.

17 AUTOMOTIVE INTENDERS New Car Purchase Intention 690,000 new car buyers visit realestate.com.au 10% of our audience are intending on buying a new car in the next 12 months Home builders 3.6x Home buyers who are upsizing 3.4x Home buyers 2.4x Recently had a job promotion 2.3x Expectant parents 1.5x When? Renovators 1.4x Now 141k 3-6 months 182k 6-12 months 367k Recently married 1.3x REA reaches more auto intenders than our competitors 690k 549k 395k 381k 265k 180k realestate.com.au news.com.au carsales.com.au domain.com.au carsguide.com.au smh.com.au Source: Nielsen CMV Survey Visited realestate.com.au in the last 4 weeks. $31,784 is the average our audience spend on a new vehicle Ave spend/body type Our audience are after a range of different body types, at a range of prices. 45% 28% 36% SUV $34k Luxury Car $51k Small/Light Vehicle $20k 14% 14% 4% People Mover $52k Medium/Large Vehicle $29k Other $7.5k Source: Media Purchase Intention Study. September Sample Size = 190. Base: All Car Buyers. Shows purchase intention and average spend.

18 TRAVEL 3,063,000 of our audience are planning a trip in the next 12 months 71% of our audience like to travel to new places Our diverse audience take very different holidays, meaning there s opportunity for all travel brands NEXT TRIP PLAN 26% Fly somewhere in Australia 14% Drive somewhere within Australia TRAVEL PREFERENCES 87% 1 in 2 realestate.com.au visitors are interested in travelling on no frills airlines of the realestate.com.au audience check the internet when they are planning a trip 10% Fly somewhere overseas $6,437 is the average expected spend on flights and accommodation for the next holiday of the realestate.com.au audience 2 Our home buyer audience s destinations of choice 5% Take a cruise 1 in 4 realestate.com.au visitors usually go away for school holidays DOMESTIC Ayers Rock 4 times more likely OVERSEAS New Zealand 1.7 times more likely FREQUENT FLYER MEMBERS Qantas our audience are divided; half prefer short breaks, half prefer long trips Broome 2 times more likely Gold Coast 1.5 times more likely USA/Hawaii 1.7 times more likely Japan 1.7 times more likely 47% Virgin Australia 34% 38% prefer to holiday outside of Australia Source: Nielsen CMV Survey Visited realestate.com.au in the last 4 weeks. Source: 2 Media Purchase Intention Study. August Sample Size = 1,777. Base: All Travellers

19 RETAIL Household Items - Purchase Intention 2,346,000 realestate.com.au visitors are intending to purchase major household items in the next 12 months 1.7 x more likely A home buyer at realestate.com.au is twice as likely to purchase major household items 808,000 realestate.com.au visitors are intending to purchase items for the outdoors of their property (eg. Lawn mower, power tools, BBQ etc.) All items are on the shopping list for the REA audience. Here s how many intenders we reach for each product Computer Smart TV Lounge Suite Refrigerator 642k 523k 522k 1937k Home Renovations / Improvements LCD/LED TV Outdoor Suite Bedding 408k 372k 361k $7,297 is the average spend on renovations/improvements in the past year 60% of sellers spend money renovating/ improving their property before sale. Sellers spend 55% more on home improvements than the average Australian 1 in 2 home buyers at realestate.com.au intend to buy a property that they can renovate or make minor improvements. They will need to buy products such as paint, tools and new fittings; many will also need to engage professionals Vacuum Cleaner Bedroom Suite Air Conditioner Washing Machine Microwave Oven 353k 341k 333k 322k 298k Source: Nielsen CMV Survey Visited realestate.com.au in the last 4 weeks. Purchase Intention = Intend to purchase within 12 months.

20 MOVERS Logistics 2,026,000 realestate.com.au visitors are intending to move home in the next 12 months... Full Service 49% will engage a full service removalist firm DIY Removalists 43% will handle the moving themselves and will simply hire a vehicle to help with the move Cleaning 37% will engage a cleaning service Source. Media Purchase Intention Study, August Intend to move in next 6 months. Sample = 1,777 When does this all happen? A mover considers many aspects even before they decide on a property. 40% of movers at REA start thinking about what they need to do for a home move more than 1 month prior to their moving date. Connectivity Utilities Decking out your new home 979,000 of these movers plan on collecting the keys within 3 months. 2.3 x A mover is 2.3 times more likely to switch home internet providers than the average Australian 1 in 3 are likely to switch their bundled products 43% of movers will consider switching Electricity or Gas Providers ~ 65% 1.8x will buy home furnishings such as cushions, lamps or rugs when they move house* Movers are 1.8x more likely to be in the market for major household items such as whitegoods or furniture, than the average Australian Source: Nielsen CMV Survey Visited realestate.com.au in the last 4 weeks. *realestate.com.au consumer omnibus. February Sample = 1894 ~realestate.com.au consumer omnibus. April Sample = 2,552

21 INSURANCE The REA Audience records increased likelihood to be in market for Home & Contents, 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 & Contents insurance that is triggered by a property move Health Insurance Home &/or Contents 2.6x 3.1x 5,628,000 Auto Insurance 2.3x Insurance Policy Holders can be reached at REA. Insurance is important to the REA audience with 83% of our audience holding at least 1 insurance policy. Attitudes towards insurance 70% of the REA audience state that they like to be well insured 56% of our audience choose their insurance policy based on policy attributes, with brand being a secondary consideration 1 in 2 of the REA audience are brand loyal in terms of their insurance providers; they prefer to have all their insurance policies with the one brand Price is the most important issue when selecting an insurance provider for the REA audience 34% of the REA audience got their insurance quotes online for the last policy they took out, and 1 in 4 completed their purchase online 10% of pet owners have Pet insurance at REA Source: Nielsen CMV Survey Visited realestate.com.au in the last 4 weeks.

22 Inspire

23 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. Inspire

24 Video 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. Inspire

25 Sponsored 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. Inspire

26 Calculators 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 Inspire

27 EDM 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. Inspire

28 Targeting 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. Inspire

29 Integrated 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. Inspire

30 Let 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 give us a call on More information