View.resi drives 27 per cent increase in open home attendance, study finds
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Photo by Pavel Danilyuk
A marketing solution developed by View Media Group (VMG) has resulted in a 27 per cent increase in open for inspection attendees, according to new data from a partnership with Place Estate Agents.
The study, which analysed more than 200 property marketing campaigns from Place New Farm over a 10-month period, compared the performance of VMGās view.resi solution against traditional listing strategies.
View.resi combines on-portal exposure through view.com.au with the off-portal performance marketing product Acquire and data-driven AI solutions via Propic. For Place Estate Agents, these tools have been integrated as Place Pulse Digital and GaiLE.
Trent Casson, managing director of residential at VMG, said the analysis provided clear evidence of the impact of view.resiās marketing solutions.
“We knew collectively our view.resi solutions were driving results for our partners, but this comprehensive analysis allowed us to capture further insights through the full transparency provided by Place,” he said. “By analysing each campaign and open for inspection attendees, we were able to accurately highlight the positive effect our solutions had on listing campaigns.”
Place Estate Agents managing director Sarah Hackett said the partnership had helped improve key campaign metrics.
“Since partnering with view.resi, we have seen an uplift in key campaign metrics. Our agents have reaped the benefits of the additional reach to attract more attendees at their open for inspections to drive competition and deliver for their vendors,” she said. “Our performance product, Place Pulse Digital, delivered through Acquire, also drives any leads back to our website, which allows us to capture first-party data for future targeting capabilities.”
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Casson said the results highlight the advantages of combining on-portal and off-portal marketing strategies.
“The winning combination of both on-portal and off-portal marketing strategies work together to expand the total potential buyer pool,” he said. “We focus on online behaviour, not just portal searches, and our approach attracts new buyers to open for inspections rather than retargeting those who have already seen the property on a portal.”
He said the findings reinforce the benefits of view.resiās data-driven marketing approach for agents looking to maximise buyer engagement.