Domain goes after sellers
Fairfax’s Domain.com.au has launched a national campaign targeting vendors to capture more of the online real estate market.
Using the tag line ‘If your house isn’t listed on Domain, it’s invisible’, the TVC will screen on free-to-air and subscription television.
The campaign will be supported by promotion from Fairfax’s print and online publications.
“This clever new campaign for Domain.com.au is targeted at sellers who need to understand that Domain.com.au is a vital element in their quest to be found by buyers in this busy time,” says Fairfax Media general manager of key categories Tony Blame.
The marketing direction, targeting advertising to vendors instead of home buyers, is relatively new territory for Domain and seeks to challenge the market stranglehold of realestate.com.au, which has far more listings and 3.5 million more unique monthly visitors.
The campaign will run throughout spring.