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Rent.com.au Media Kit
Rent.com.au
Media Kit
Not everyone aspires to home ownership and the same job for life anymore – a cultural shift has occurred.
The renter population in Australia is steadily increasing each year, flexibility and experiences are valued above stability and everyday routine.
People can now choose to live where they want without that also being their biggest investment decision.
Renting is a
rapidly growing
lifestyle choice
25%
28%
31%
34%
2003–04 2005–06 2007–08 2011–12 2013–14 2015–16
Growing % of Renters in Australia
The Australian dream: soon, fewer
than 50 per cent will own homeHome owners set to become the
minority in Sydney, HILDA report
shows
Source: Australian Bureau of Statistics
And Rent.com.au is at the forefront of this
change.
With our unique Renter Resume function and useful features such as Pet Resume, Walk Score® and convenient renter products, Rent.com.au is advocating for renters nationally.
Stand out from the crowd
Renter Resume allows renters to present relevantinformation about themselves so as to maximisetheir chances of getting the home they want.
The information provided also allows rent.com.auto present contextually relevant information onproducts and services to renters, making therenting process easier.
We can segment advertising messaging by:• Age• Gender• State, Post Code• Household/Family Type• Employment Situation • Time In Employment• Income Level NB: Not all resumes have all fields
completed
Our
Audience
Getting to know our audience
58% mobile
68% Female
32% Male
30% desktop
12% tablet
28%
32%
19%
13%
6%2%
0%
5%
10%
15%
20%
25%
30%
35%
18-24 25-34 35-44 45-54 55-64 65+
Age Distribution
Highly Engaged AudienceRent.com.au has the 2nd highest average dwell time amongst leading property websites and...
Sources: £ Google Analytics, Renter Resume data ‡ Nielsen Market Intelligence Report Dec2016 * Rent.com.au Audience Survey Data $ Nielsen Duplication Report Dec 2016
£
Rent.com.au Audience Distribution
NSW 31%
QLD 26%
VIC 24%
WA 10%
Other 9%
Australian Population distribution
Over half of the rent.com.au audience does not visit realestate.com.au$
Three quarters of the rent.com.au audience does not visit domain.com.au$
Customer
demographic
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Families Singles Couples (no children) Other
Household Compositionrent.com.au Australian Average
From an audience survey we conducted, we found the largest proportion (40%) of renters are families.
Together, families and couples comprise two thirds of all renters.
Our audience typically has a higher disposable income than the Australian average
Source: Rent.com.au audience research
0%
10%
20%
30%
40%
50%
60%
$0-$50k $50k - $80K $80k - $100k $100k+
Household Incomerent.com.au Australian Average
Rent.com.au’s
audience are
making big
purchase decisions
Our audience move more regularly and are in the market for moving services, utilities, furniture and white goods.
They have lower living costs which means higher disposable income so are in the market for:
• Travel
• Entertainment & Events
• Technology & Consumer Goods
Source: Google Analytics In-Market and Affinity Segments (January 2017)
VeterinaryPet InsurancePet Services
Furniture & White GoodsElectrical & Kitchenware
Rental Appliances
High Disposable IncomeFrequent Purchases
New Products
Early adoptersMobile Phone PlansDigital Technology
Moving houseTruck Rental
Carpet CleaningStorage
Music & MoviesSporting EventsEntertainment
Restaurants
Career Enhancement Opportunities
Frequent travelersInterstate
International
Connecting with the
customer journey
Renters aren’t just looking for a home. They also need water, gas and electricity connected before they move in.
Moving home is a key trigger for assessing utility providers.
*Source: Rent.com.au Renter Resume data (December 2016), AEMC Retail Competition Review.
Utilities
41% of our renters
are actively assessing
their utility connections
when they apply for a
property*
40% of Rent’s
audience are families
and couples – making
them high-value
customers.
Retail
After our audience find their new property, they make it a home.
Source: Rent.com.au Renter Resume data (December 2016); Google Analytics In-Market and Affinity Segments (January 2017)
62% are looking to buy
clothing in the near future
That’s why Rent.com.au is the ideal fit for advertising of all sorts of retail goods.
Rent.com.au can connect you with a large, unique audience of renters onsite who are currently in market for your product with our retargeting options, while they browse other sites as well.
Our audience has an affinity for purchasing retail goods:• 54% are “Technophiles”• 42% are “Home Décor Enthusiasts”• 36% are “Cooking Enthusiasts”
46% are looking to buy
furniture in the near future
Audience
30% of renters with a
Renter Resume own a pet
Travel
Connect your brand with an audience who love travelling.
Sources: Rent.com.au Renter Resume data (December 2016); Google Analytics In-Market and Affinity Segments (January 2017)
More and more young Australians are choosing to invest in lifestyle flexibility and experiences above stability and routine, and travelling is a major factor in this decision.
With 59% of our users aged between 18-34, Rent.com.au can connect you with young travellers who are currently planning their next holiday.
53% are ‘Travel buffs’ who
are regularly on the lookout for their next holiday
41% currently in market for
travel, hotels and accommodation
Audience
Reach a unique audience
of self-managed Landlords
Quick Stats
10,000+landlords visit Rent.com.auper month via SEO and search marketing.
1,000+new landlords register on our site each month.
28,237 landlords have registered for newsletters, product updates and special offers.
Source: Rent.com.au customer analytics
Our Products
Native Advertising Audience Targeting
eDM
Display Advertising
Editorial (Blog & eNews)
Bespoke Opportunities
Display Advertising
Target key pages on Rent.com.au:• homepage, search results, property details,
property gallery and the blog • native ad units available on search results and
property details pages – the highest performing units onsite
Drive traffic to your site with a number of high-impact onsite advertising placements.
Native Advertising
Engage with our audience through integrated native placements on Rent.com.au
• native placements mimic the content onsite and offer advertisers a way to increase awareness and cut through ‘banner blindness’ often associated with traditional display
• native placements are available across Rent.com.au blog, search results, property details page and mobile property gallery page
• native advertising is available to select, contextually relevant advertisers only and subject to approval
Audience Targeting Onsite
Geo target your audience from State down to Suburb level on any device
Page-specific and ‘Above the fold’ ad unit targeting available
Target search results and property details pages by:• suburb and postcode• weekly rental price (i.e. over $500 per week)• number of bedrooms/bathrooms
We can segment* advertising messaging by:• Age• Gender• State, Post Code• Household/Family Type• Employment Situation • Time In Employment• Income Level
* requires sign in
Target Renter and Landlord audience segments off network across display social (Facebook, Instagram), video and native.
• demographic targeting available• geo-targeting available• dynamic creative optimisation available• track your campaign conversions with conversion tags supplied by our team
Multiple targeting strategies can be employed to ensure that your campaign is optimised towards your marketing objective (CTR, acquisitions, reach, etc.)
Extend your campaign beyond rent.com.au and reach our audience as they browse on other brand-safe and contextually relevant sites.
Audience Extension Targeting
eDM
Connect with 380,000+ Rent.com.au members through eDM marketing delivered straight to their inbox.
Reach passive and active members in the following ways:
• regular Solus eDM’s to over 75,000 Renters and Landlords opted in to received 3rd party offers
• native editorial integration and banner advertising on the monthly Renter and Landlord eNewsletters
• state and city based targeting available
Editorial Sponsorship
Native editorial sponsorship opportunities are available to select, contextually-relevant brands.
Build trust and position your brand as a leader through integration with Rent.com.au’s content channels.
Editorial sponsorship opportunities available across:• Rent.com.au Blog
• blog-wide promotion• Renter Advice• Landlord Advice• Pets• Reader Q&A
Bespoke solutions
Although we have a number of advertising products available, we understand that one size doesn’t fit all.
Talk to us about how we can connect your brand with Rent.com.au’s audience through unique product and advertising partnerships.
