Marget segmentation of realestate.com.au

1. 1
Realestate.com.au website’smaincustomersare real-estate agenesisandadvertisers.Consumers
are the people whovisitthe websitetosearchforproperties.Fromthe startof the businesstonow
it hassuccessfully expandeditsportfoliointomany differentareas usingstrongmarketingstrategies.
Segmentation
Whena consumerenterstothe website,afterselectingthe requirementbasedon Buy,Rentor Sell
firstthe website requeststonarrowdownthe options byselectinggeographical region(State &
Suburb).Secondlyitallowsthe userstoselect demographical datasuch as “Price”whichdependson
the earningsof consumers.Dependingonthe size of the family,numberof bedroomsrequiredcan
be selected. Furthermore, people can evenresearchforthe mostsuitedsuburb forthemas shown
inthe Figure 1.1.
Figure 1. Research Suburbs (Realestate.com.au 2019)
Additional statistical detailssuchasmedianpropertyprice guides,lifestyle&populationdetailsof
each suburbs helprealestate.com.autofurthersegmenttheir millionsof consumerstodesired
properties.Therefore,itisevidentthatrealestate.comhassegmentedtheirmarketbasedon
geographicallyand demographically.
(ii) MarketTargeting
Realestate.com.ausite has varioustypesof visitors therefore;the website hasbeendeveloped to
cater variousneedsof eachtargetmarket. People who cannotaffordtobuya house usually
university students,jobstartersorlow-income people lookforrentingoptionswithlessfacilities.
Whereas more financially stable peoplelookto ownorsell properties. Basedonthese specifications
the website hasbeen differentiatedtofilterthe qualifyingproperties.Forexample, A students can
selectaproperty to rentcloserto the universitywithsharedaccommodation ora grannyflatto suit
theirneeds. Similarly, acouple withtwochildrencouldbuy orrenta house fromthe same suburb
withthree bedroom’s&a garage space.Additionally, if theyrequire additional supportsuchasloans
wouldbe providedonmanyschemes.Therefore,realestate.com.auhas differentiatedtarget
marketingtoattract more consumers.

2. 2
(iii) MarketPositioning
Belowfigure graphicallyrepresentsthe marketpositioningof the companycomparedtodoman.com
and free propertylistingwebsite pickahouse(Falk 2019) & (Canstar Blue 2019) . With
realestate.comhavingthe highestnumberof viewersthusbeingable toattract more agenciestolist
theirpropertiesintheirwebsiteoverthe competition.
Figure 2. Positioning Map (Falk 2019) & (Canstar Blue, 2019)
REA grouphas takena stepforwardin the real-estate businessby notjustsellingahouse but
focusingongettingthe consumertheirdreamhouse ineverypossibleway bypositioningthemselves
inthe marketas an all inone place for gettinga house.With service differentiation through higher
level of customerengagement &offeringmore thanwhatisexpectedthe website features
entertainmentprograms suchas“AustraliaLivesHere”(Armstrong,KotlerandOpresnik 2017, p.
479), providinginformationonlife style,etc.These have positionedrealestate.come.auina
dominantpositionoveritscompetition. Appearingwith the logoof redandwhite house REA group
has usedimage differentiationtobe prominentinthe propertybusiness amongall 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
Viewers
Property Listing Price

3. 3
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