Realestate.com.au website’s main customers are real-estate agenesis and advertisers.

Consumers
are the people who visit the website to search for properties. From the start of the business to now
it has successfully expanded its portfolio into many different areas using strong marketing strategies.

Segmentation

When a consumer enters to the website, after selecting the requirement based on Buy, Rent or Sell
first the website requests to narrow down the options by selecting geographical region (State &
Suburb). Secondly it allows the users to select demographical data such as “Price” which depends on
the earnings of consumers. Depending on the size of the family, number of bedrooms required can
be selected. Furthermore, people can even research for the most suited suburb for them as shown
in the Figure 1.1.

Figure 1. Research Suburbs (Realestate.com.au 2019)

Additional statistical details such as median property price guides, lifestyle & population details of
each suburbs help realestate.com.au to further segment their millions of consumers to desired
properties. Therefore, it is evident that realestate.com has segmented their market based on
geographically and demographically.

(ii) Market Targeting

Realestate.com.au site has various types of visitors therefore; the website has been developed to
cater various needs of each target market. People who cannot afford to buy a house usually
university students, job starters or low-income people look for renting options with less facilities.
Whereas more financially stable people look to own or sell properties. Based on these specifications
the website has been differentiated to filter the qualifying properties. For example, A students can
select a property to rent closer to the university with shared accommodation or a granny flat to suit
their needs. Similarly, a couple with two children could buy or rent a house from the same suburb
with three bedroom’s & a garage space. Additionally, if they require additional support such as loans
would be provided on many schemes. Therefore, realestate.com.au has differentiated target
marketing to attract more consumers.

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(iii) Market Positioning

Below figure graphically represents the market positioning of the company compared to doman.com
and free property listing website pickahouse (Falk 2019) & (Canstar Blue 2019) . With
realestate.com having the highest number of viewers thus being able to attract more agencies to list
their properties in their website over the competition.
Viewers

Property Listing Price

Figure 2. Positioning Map (Falk 2019) & (Canstar Blue, 2019)

REA group has taken a step forward in the real-estate business by not just selling a house but
focusing on getting the consumer their dream house in every possible way by positioning themselves
in the market as an all in one place for getting a house. With service differentiation through higher
level of customer engagement & offering more than what is expected the website features
entertainment programs such as “Australia Lives Here” (Armstrong, Kotler and Opresnik 2017, p.
479), providing information on life style, etc. These have positioned realestate.come.au in a
dominant position over its competition. Appearing with the logo of red and white house REA group
has used image differentiation to be prominent in the property business among all Australians.

Reference

Armstrong, G., Kotler, P. and Opresnik, M. 2017, Principles Marketing. 7th ed, Pearson, Melbourne,
p. 479.

Falk, T 2019, Comparison: Domain vs realestate.com.au, finder.com.au, viewed on 20th March 2019,
https://www.finder.com.au/domain-vs-realestate-com-au

Realestate.com.au 2019, Lifestyle, house prices & property data for each Australian suburb, 20th
March 2019, https://www.realestate.com.au/neighbourhoods

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Realestate.com.au vs. Domain User Review & Ratings 2019, Canstar Blue, viewed 18th March 2019,
https://www.canstarblue.com.au/stores-services/real-estate-vs-domain