Westpac Group has signed a major sponsorship deal with property site OntheHouse.com.au as well as lining up a deal that will allow it to better target marketing messages and put their brand in front of property consumers.
Westpac will put its name to the site's iPhone and new Android app, while Commonwealth Bank will also take up sponsorship of the property site's website.
The deal, announced this morning (30 August), will see more strategic media integration across OnTheHouse.com.au's real estate sites including LJ Hooker, First National and Raine & Horne. It is the first time the property side has worked with brands beyond advertising on the site.
Over the next two years Westpac Group will be able to access property data and reports from OnTheHouse as well as the predictive modelling algorithms used by its Residex business.
For instance, in the future the traffic and usage data that goes through the property site could allow Westpac to see which users are first time buyers or property owners looking to downsize, and will be able to serve them ads for relevant tools such as its mortgage calculator.
OnTheHouse managing director and CEO Michael Fredericks, said: “Big data is really important to our strategic partners and beyond the headline offerings and these agreements, we will be working on further innovations with our partners to help them connect with customers.”
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