$100,000 almost reached already! Come on REA we want more! Great initiative but $100k only buys a bathroom for the homeless.

C’mon - this is a blatant execution to increase UBs - it has little to do with concern for the homeless.

Jo,

No concern for the homeless?? How do you figure that ??

To me it has about $100,000 for the homeless and that cant be a bad thing. Instead of Fairfax bitching about it, maybe you might want to match them $100,000 or even more.

Of course it is about increasing UB’s… thats what all marketing is about isnt it? Honestly.. they could give away anything and fairfax would find a way to look negatively on it.

Perhaps Domain better do something about their UB’s as well.
March (in my office) was the worst month in terms of unique browsers since September 2005, and April was the second worst. I’m also interested how the numbers get bolstered by the inspections on properties that were sold 2, 3 and even 4 years ago. I think it must be the people looking at “sold” properties. That’s probably relevant in terms of having a look at historical sales, but it is also odd that any of the archived properties that are looked at, only ever have one inspection per month.

It is a plain and simple viral marketing initiative. Everyone forwards it around and they get to be associated with a warm and fuzzy feeling that they are helping the disadvantaged. Being in the real estate industry the homeless is a perfect target to choose and ties in well with their overall brand. The fact that they get 200000 or so more page views will hardly make a difference to their stats. They are already so far in front this sort of traffic would represent a blip on any graph. I dont have a problem with REA doing it at all. They are marketing a charitable donation that they are doing and if your a business and you dont do the same your crazy. In fact if your doing the same you might as well be donating it anonymously.

What I do find pathetic is Fairfax trying to belittle their donation and scoff at it. Its like your down at the local shopping centre and the guide dogs are asking for donations so you throw $2 in the tin and somebody from the background yells out in front of everyone and calls you a tightwad yet they didn’t put in anything themselves. Pathetic!

Why would myhome be flush with cash… they are only worth a buck fifty at best..

Robert, very interesting post.

With this ‘confirmation of a very large and popular player on the online highway is about to park in the Australian real estate…’ being the cause of REA to engage this philanthropic marketing activity being your assertion, then perhaps you can shed some further light into the online space.

Given your close relationship with domain as both client and member/employee on the discovery committee (or whatever they call it these days), just what is domain preparing, planning, or otherwise postulating, regarding the evidently imminent foreign foray into the local online market?

How will domain add value? protect its client:revenue ratio? or indeed attempt a growth strategy?

As domainprestige has captured the luxury property market, should we expect to see domainhousingcommission.com.au , domaintrailerpark.com.au , domaindolecheck.com.au develop to really segment the market and drive leads? How much would a subscription cost to any of the above do you think?

Obviously your business would not be looking to advertise on these portals, as Mosman does not have this kind of problem.

AJ,

I am sure that there will be wide ranging opinions on this - however at the end of the day it comes down increasing an individuals brand to be competitive.

First, a strong analysis of the two drivers of their business model(s). I have not included third party advertisers. Real estate agents - how do you provide the best possible service to not only maintain but grow these accounts? Bearing in mind that one is purchaser driven and the other vendor driven.

Secondly, expand the range of services offered to the vendor driven model. This is where I believe it will get interesting as then the axis moves to customer service. The major media players will be all over the major franchises as it is imperative that they cement these relationships so that any consumer distractions still enable their brand(s) to remain visual, popular and most importantly strong in performance equating to their very own KPI’s.

Eventually I think that we can expect to see the major media companies doing a Woolworths where they buy signboard companies, brochure production, leaflets otherwise known as the whole box and dice.

The real estate category is the largest performer in the entire Australian economy. What remains to be seen is just how much of this the Media companies want. Their very first step will be franchise fraternisation (however they can’t sign the agreements only the individual offices can). This is where it gets interesting given that whoever has the strongest relationship will have the initial easiest run at locking - in clients.

There again not about to give everything up on here. Lets just say that the wheels of motion are already rolling and slow and steady will win the race.

Cheers

It starts with *G*

A couple of weeks ago there were a maybe two thousand Australian properties on Google Base, and now there are over 20,000. 95% of them are from realestateVIEW, so something is about to happen that’s for sure.

AJ - I own a real estate agency! Never been employed by Domain so nothing leave.

aw well, one portals listings you won’t see on google will be myhome.

Closing down effective May 31st according to today’s newspaper.

What a shame
You can almost hear the champaign corks popping at dia REAS HQ.