Online property listings portal Property24.com recently announced the launch of their first-ever television advertising campaign, designed to advance the brand and to further educate the market regarding the benefits of their aggregated search facilities.
The campaign, entitled ‘Find Your Perfect Home’, incorporates a series of 3 adverts, which feature light-hearted and quirky interactions between potential buyers and estate agents and clearly demonstrate how easy it is for home buyers to find their perfect home on Property24.com.
The adverts, which will air across a variety of DStv channels from 21 October, also highlight the pivotal role played by estate agents in facilitating property sales, something that was of extreme importance to Property24.com’s General Manager, JP Farinha.
“The vast majority of South Africa’s leading estate agents list their properties on our site which gives buyers the ability to see what’s on the market in one place and find the place that’s perfect for them. We’ve always recognised the valuable contribution that estate agents make to the property industry as a whole and their invaluable role in the home buying and selling process,” says Farinha. “As estate agents manage the sale of an estimated 90% of the property stock on the market at any time, we strongly felt that this should be conveyed as part of this campaign.”
The move to above-the-line advertising marks a bold step forward for Property24.com who have previously limited their marketing efforts to the online environment.
“This development in our brand strategy came about as a result of extensive research, which indicated that when it comes to high-investment purchases such as property, consumers place brand trust above all other factors,” explains Farinha. “The online space has limitations in terms of brand building and trust is more easily established through above-the-line channels as they lend credibility and authenticity to the proposition.”
Whilst the adverts are likely to extend Property24.com’s reach to a wider audience, the primary objective of the campaign is to drive awareness and understanding of the brand.
“With over 517 000 unique users each month, this campaign is less about increasing numbers than it is about boosting overall understanding and trust in our brand and our product,” says Farinha. “Our goal is to convey how easy it is to find your perfect home using the Property24.com portal and explain who we are to consumers in a bigger, broader fashion.”
The TV adverts will be supported by simultaneous online and social media campaigns.