Realestate.com.au bolsters content offering; relaunches news site

Sarah Homewood
By Sarah Homewood | 13 July 2016
Libby Minogue

Realestate.com.au (REA) has bolstered its content offering to reach anyone who may be interested in property, regardless of whether they're looking to rent, buy or sell.

According to the site, which is majority owned by News Corp, 20% of its six million plus audience isn’t looking to buy, rent or sell a property, so the business has relaunched its news section to serve its audience content that is relevant to where they are on their “property journey”.

REA Group’s executive general manager of media and marketing, Libby Minogue, told AdNews that the site wants to go beyond being a utility offering in the eyes of consumers, rather being a place they turn to for all things property.

“We have the data, the information and the opportunity to really reinforce our position in the market and strengthen our ability to be apart of every property conversation,” she says.

The brand’s previous news offering received 3.4 million visits in January alone, which is a 509% year-on-year uplift, and Minogue explained that this update really rounds out its overall content offering.

This updated content play will also help realestate.com.au boost the work it’s doing with brands, with Minogue telling AdNews that the business has really upped its involvement with brands over the past six months. She explained that REA is working with automotive, telecommunication, and even travel brands on native content that really speaks to REA’s audience.

“A big part of this for our media team is it opens up the opportunity for other brands to partner with us to find contextually relevant ideas around native and content creation, so allowing us to work more closely with brands across all platforms,” she says.

Minogue says the brand is proactively pitching ideas to brands about what they can do, as a way for the business to go beyond display advertising.

“Given the strength of our audience we can now see that our audience is relevant to a wide range of brands and categories, and we’re seeing a strong uplift in that space,” she added.

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