Ahead of the Spring selling season, Domain has reached 6.9M Australians in July, with audiences up 34% YoY. To connect further with this audience, The digital property portal has launched its latest national campaign that speaks to the everyday moments that many Australians are currently experiencing.
The new brand platform, ‘See the possibilities’, offers Australians a hand in helping them when it comes to thinking about their next move. The campaign showcases the lighthearted and relatable ‘it’s time’ moments, when people know they need to move to somewhere that’s a better fit for their current lifestyle.
From needing a home office rather than being perched at the end of the dining table, to a frustrated and frantic pet yearning for access to a local park and also a desperate man who just wants more natural light. The campaign features a diverse range of people who each have their own story for their ‘It’s time’ realisation.
The campaign is launched at a unique moment in time, which has seen a distinct change in consumer behaviour. Buyer demand is strong, with views of properties up almost 30% year-on-year between March-July and requests for private inspections up 47% on Domain.
In the past few months, Domain has seen a strong surge in searches for properties with balconies, and studies, and people yearning for a tree change in a bid to have more space. The campaign hones in on these truths and places Domain’s product features front and centre. Features like Keyword and Map search, Search by Schools and Search filters are weaved into the spots, highlighting Domain’s role in helping Aussies search and find their next home.
The campaign includes a mix of billboards, street furniture and advertisements rolled out across Domain’s The Block platinum sponsorship, OOH, TV on Nine, Ten and Foxtel, Spotify, and social.
Emily Murren, Domain’s Director, Consumer Marketing said: “We are spending more time than ever at home, it is clear that Aussies are reimagining how and where they want to live.
“We’ve seen some big shifts in property search criteria, with a whopping increase of over 600% for home offices in Victoria and huge increases nationally across other terms such as ‘retreat’, ‘balcony’ and ‘study’ – it is clear that we are all thinking more about the role our homes play in our lives.
“This Spring, we’re very excited to be launching a fresh new look, and our new brand platform ‘See the possibilities’. It seeks to shine a light on the human truths of those micro-moments when you just know it’s time to move, showcasing our fantastic app and web features that have been developed to make finding the right property for you easier.
“We continue our focus on helping Australian’s with every stage of their property journey whether buying, renting or selling. We’ve helped Australian’s sell over 4 million homes and plan over 7 million inspections – Domain is continuing to build a strong, loyal and engaged audience. It is our mission to continue to deliver Australians all the latest in property news, advice and data to help them navigate the property market.”