Realestate.com.au turns property obsession into new brand platform

realestate.com.au is turning Australia’s enduring obsession with property into its latest brand platform, launching a major campaign that positions the property portal as the natural home for the nation’s fascination with houses.

Created by 72andSunny, the campaign taps into the language and behaviour that has made property something of an Australian national pastime, from checking what the neighbour’s house sold for to debating north-facing backyards, “good bones” and the apparently essential butler’s pantry.

But underneath the cultural observation is a broader play from REA Group to reinforce realestate.com.au’s market leadership while showing how the platform itself is changing.

The campaign incorporates newer products including realestate.com.au’s AI Assistant, realEstimate property valuations and iGUIDE 3D property tours, putting technology that might otherwise sit inside product marketing into the broader brand story.

REA Group general manager audience and marketing Amy Read said the campaign was built around how deeply property had become embedded in Australian culture.

“Aussies have a remarkable ability to turn almost any conversation into a chat about property. As a nation, we just bloody love real estate – that more than half of Australia’s adult population visit our platform each month tells us that,” Read said.

“This campaign is a celebration of how realestate.com.au is very much a part of Australian culture.”

According to Ipsos iris data cited by REA Group, nine in 10 Australians searching for residential property use realestate.com.au each month on average, while more than half of the country's adult population visits the platform each month.

REA is also claiming more Australians than ever are choosing the platform, based on average audiences over the 12 months to June compared with the previous two years.

“For more than three decades, realestate.com.au has been connecting buyers and renters with their next home and now more Australians than ever before are choosing our platform,” Read said.

“Property search is getting smarter, listings are more immersive and the way property seekers make decisions is evolving, but realestate.com.au is still the app Australians turn to.”

The campaign makes that evolution part of the creative, featuring interactive 3D tours and floorplans, walkthrough videos, realEstimate's real-time property value estimates and the platform's recently launched AI Assistant.

The campaign will run across YouTube, Meta, TikTok and Netflix, with sport playing a significant role in the rollout as REA looks to attach the brand to major cultural viewing moments.

That includes activity around the AFL and NRL finals series, while a broader out-of-home push will span NSW, Victoria and Queensland. Full wraps of Sydney's 333 buses will also take the campaign through the city's eastern suburbs.