Media Kit2019

realestate.com.au is the market-leading 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.

The home of all things property

realestate.com.au Media

realestate.com.au Media

We reach, understand and inspire Australians through life’s moments

Reach

fast

fac

ts8.7 million

unique audience

47 minutes

time on site per person

60%of our audience

is exclusive*

493 millionpage views in total

9 visitsper person

64page views per visitor

Reach

Source: Nielsen DCR, Jan-19, People 2+, Text, Unique Audience, computer and mobile. *Source: Nielsen Digital Panel, Jan-19, unduplicated reach for closest online property

website = Domain.com.au (channel). Per Person stats are shown as an average.

1.6m

1.6m

123k

91k

1.5m

741k

584k

24k

Source: Nielsen Digital Panel, Jan-19, Unique Audience by StateReach

Reach Australia’s largest property audience

We’re with our audience throughout the day, across device.

Tablet1,140,000

realestate.com.au unique audience. Source: Nielsen DCR, Jan-19, People 2+, Text, Unique Audience by device

8.7millionunique audience across all devices

Desktop2,843,000

Smartphone6,223,000

Reach

We speak to your audience on these key social media platforms

Our Facebook audience is large

Snapchat

Instagram

Facebook

Twitter

Linked In

Reach

Reach & Frequency Source: Facebook Touchstone reports. May 2018.Engagement Source: Average from weekly Facebook Insights data 03/04/2018-27/05/2018

7.7mfacebook users reached

Our articles and video content reach 48% of Australians on Facebook

Facebook

Understand

aud

ien

ce

43average age of the

audience

$100kaverage median

household income of the audience

60%are the main

grocery buyers

45%children living at home

Our audience are engaged in many things onsite

Buying

Selling

Monitoring the Property Market

Renting

Renovating

Fantasizing about their Dream Homes

Getting Tips & Inspiration for Home Improvements

Learning more about suburbs

Understand

Source. Nielsen CMV. Survey 10 2018. Visited realestate.com.au in the last 4 weeks

With such a diverse audience, REA can provide media solutions to reach any target audience.

13%

33%28%

21%

5%

Under 25 25-39 40-54 55-69 70 and over

Age Breakdown

68% are married/ de facto

29% are DINKs

17% speak multiple languages at home

72% live in the 5 major capital cities

68% have post school qualifications

66% are currently employed9%

9%

17%

29%

36%

Older Families

Singles

Other

Couples

Young Families

Life Cycle

Gender Age Breakdown

Source: Nielsen CMV. Survey 10 2018. Visited realestate.com.au in the last 4 weeks

Understand

57%Female

43%Male

15%

28%

22%

33%

35%

27%

19%

10%

9%

6%

12% own an investment property

74% live in a standalone house

54% have a dog or cat

31% intend to undertake DIY home improvements in the next year

Home Ownership Property Intentions

A Highly Affluent Audience

37%

45%

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

18% 18%

11% 7% 3% 1%

33%

3%

60%

Renter

Australian Population

Under 30k 30-49k 50-69k 70-99k 100-119k 120-149k 150-199k $200,000+

realestate.com.au

OtherOwner

11%9%

15%13% 13% 13%

18% 19%

9%10%

13%11%

9%10%

5%4%

Source Home Ownership and Life stages: Nielsen CMV. Survey 10 2018. Visited realestate.com.au in the last 4 weeksSource Property Intentions: realestate.com.au onsite omnibus, conducted externally by Research Ink. December 2018. Sample = 1,527

Home Facts

A realestate.com.au visitor is 20% more likely to have a HHI over 120k than the average Australian

Understand

Clearly delineated sections, each with strong audience numbers

RENT SOLD NEWS & GUIDES LIFESTYLE

Source: Traffic: Adobe Analytics average per month Jul-Dec 2018.

27millionvisits

423millionpage impressions

9.8minutesspent per person

9.1millionvisits

220millionpage impressions

9.9minutesspent per person

5.1millionvisits

16millionpage impressions

4.6minutesspent per person

2.4millionvisits

3.2millionpage impressions

2.5minutesspent per person

1.3millionvisits

1.5millionpage impressions

1.8minutesspent per person

Understand

BUY

LIFE MOMENTS

PROPERTY MOMENTS

We understand Life Moments and understand how they impact property moments

Understand

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.

BANKING & FINANCE

Types of Buyers

realestate.com.au visitors are intending to apply for a new home loan in the next 12 months

of home loan intenders will be applying for their first home loan

Mortgages aren’t the only banking & finance needs of a home buyer• 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

1,176,000

48%

Source: Nielsen CMV Survey 10 2018. Visited realestate.com.au in the last 4 weeks.

It’s not just the Big 4 banks being considered by the REA audience

Lender consideration

A mortgage broker 61%

43%

34%

23%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80%

One of the Big 4 Banks

A bank outside the Big 4

Credit Union

None of the above

792,000First Home Buyers

339,000Investors

444,000Upgraders

244,000Downsizers

673,000New Home Buyers

339,000

Flat/Unit or Apartment Buyers

Source: Media Purchase Intention Study. September 2018. Sample Size = 139. Base: All Mortgage Intenders.

When?

REA reaches more auto intenders than our competitors

AUTOMOTIVE INTENDERS

1.4x

1.3x

Renovators

Recently married

New Car Purchase Intention

Home buyers who are upsizing 3.4x

2.4xHome buyers

3.6xHome builders

1.5xExpectant parents

2.3xRecently had a job promotion

of our audience are intending on buying a new car in the next 12 months

10%

SUV $34k

Medium/Large Vehicle$29k

People Mover$52k

Small/Light Vehicle$20k

Luxury Car$51k

Other$7.5k

Source: Media Purchase Intention Study. September 2018. Sample Size = 190. Base: All Car Buyers. Shows purchase intention and average spend.

Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks.

45% 36%

14%

28%

14% 4%

Ave spend/body type

690k 549k 395k 381k 265k 180k

realestate.com.au news.com.au

carsales.com.au

domain.com.au

carsguide.com.au

smh.com.au

690,000

new car buyers visit realestate.com.au

Now141k

3-6 months182k

6-12 months367k

$31,784is the average our

audience spend on a new vehicle

Our audience are after a range of different body types, at a range of prices.

TRAVEL

NEXT TRIP PLAN

FREQUENT FLYER MEMBERSDOMESTIC OVERSEAS

TRAVEL PREFERENCES

Our diverse audience take very different holidays, meaning there’s opportunity for all travel brands

Our home buyer audience’s destinations of choice

3,063,000

of our audience are planning a trip in the next

12 months

1 in 2 realestate.com.au visitors are interested in travelling on no frills airlines

1 in 4 realestate.com.au visitors usually go away for school holidays

of the realestate.com.au audience check the internet when they are planning a trip

our audience are divided; half prefer short breaks, half prefer long trips

prefer to holiday outside of Australia

is the average expected spend on flights and accommodation for the next holiday of the realestate.com.au audience2

Ayers Rock 4 times more likely

Broome 2 times more likely

Gold Coast 1.5 times more likely

New Zealand 1.7 times more likely

USA/Hawaii 1.7 times more likely

Japan 1.7 times more likely

Fly somewhere in Australia

26%

$6,437

Drive somewhere within Australia

14%

Fly somewhere overseas

10%

Take a cruise

5%

87%

38%

Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks. Source:

2Media Purchase Intention Study. August 2017. Sample Size = 1,777. Base: All Travellers

of our audience like to travel to new places

71%

Qantas

Virgin Australia

47%

34%

RETAIL

All items are on the shopping list for the REA audience. Here’s how many intenders we reach for each product

Home Renovations / Improvements

realestate.com.au visitors are intending to purchase major household items in the next 12 months

is the average spend on renovations/improvements in the past year

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

A home buyer at realestate.com.au is twice as likely to purchase major

household items

realestate.com.au visitors are intending to purchase items for the outdoors of their property (eg. Lawn

mower, power tools, BBQ etc.)

2,346,000808,0001.7 x

more likely

60%of sellers

$7,297

Household Items - Purchase Intention

Computer 1937k

642k

523k

522k

408k

372k

361k

353k

341k

333k

322k

298k

Smart TV

Lounge Suite

Refrigerator

LCD/LED TV

Outdoor Suite

Bedding

Vacuum Cleaner

Bedroom Suite

Air Conditioner

Washing Machine

Microwave Oven

Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks. Purchase Intention = Intend to purchase within 12 months.

MOVERS

Connectivity Decking out your new home

Utilities

Logistics

realestate.com.au visitors are intending to move home in the next 12 months...

of these movers plan on collecting the keys within 3 months.

A mover is 2.3 times more likely to switch home internet providers than the average Australian

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

of movers will consider switching Electricity or Gas Providers~

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.

2,026,000

979,0002.3 x

43% 65%

1.8x

will engage a full service removalist firm

49%Full Service

will handle the moving themselves and will simply hire a vehicle to help with the move

43%DIY Removalists

will engage a cleaning service

37%Cleaning

1 in 3 are likely to switch their bundled products

Source. Media Purchase Intention Study, August 2017. Intend to move in next 6 months. Sample = 1,777

Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks. *realestate.com.au consumer omnibus. February 2017. Sample = 1894~realestate.com.au consumer omnibus. April 2017. Sample = 2,552

INSURANCE

Attitudes towards insurance

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.

5,628,000

Likelihood to purchase compared to Australian population

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

Home &/or Contents 2.6x

3.1x

2.3x

Health Insurance

Auto Insurance

70% of the REA audience state that they like to be well insured

Price is the most important issue when selecting an insurance provider for the REA audience

56% of our audience choose their insurance policy based on policy attributes, with brand being a secondary consideration

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

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

10% of pet owners have Pet insurance at REA

It’s not only Home & Contents insurance that is triggered by a property move

Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks.

Inspire

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.

Display Advertising

Inspire

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.

Video

Inspire

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.

Sponsored Content

Inspire

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

Calculators and Tools

Inspire

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.

EDM

Inspire

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.

Targeting Capabilities

Inspire

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.

Integrated Solutions

Inspire

Let’s talkOur 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 get in touch today.

Contact us