2021 Residential Insights Series
Off the back of the Developer Insights Series, Red Crayon were engaged by realestate.com.au, Australia’s #1 address in property, to create an insightful and engaging content series for the Residential agent market, delivering key insights from the 2020 Property Seeker Survey. The survey is the most-in depth study of property consumers in Australia, so it was crucial to deliver the results in a valuable and easily consumable way. The insights pulled from the research formed the basis of the 2021 Residential Insights Series tailored to the residential audience of principals, sales agents and property managers.
A comprehensive content strategy was developed in collaboration with the REA content marketing and research teams. This content strategy saw the 2020 Property Seeker Survey findings come to life through a diversified range of content mediums, delivered across various platforms and channels.
Following the realestate.com.au guidelines, we developed a series logo, colour palette and overall look and feel that allowed the series to be distinct whilst remaining true to the overarching realestate.com.au brand. A series content portal was designed and developed within the realestate.com.au Agent Marketing Centre ensuring all content was housed and easily found.
The content created included: whitepapers, podcasts, vlogs, videos, how-to guides and a webinar. All content was distributed to the residential agent audience via eDMs and social media platforms: Facebook & LinkedIn. Where applicable content was also distributed via YouTube and a dedicated podcast channel.
The series was well received by both the client and the residential agent audience with key metrics indicating above average views of video content and a strong, consistent CTR for emails and social posts. The overall results showed an average email CTR of 3% with a total of 836 video views. The agent audience found value in the content, particularly through downloadable guides targeted at the relevant segments. We saw a total of 1,040 PDF downloads for the series.