Telstra partners with Realestate.com.au for content

14 Mar 2017

Realestate.com.au, the Australian property site operated by REA Group (ASX: REA), secured Australian telecommunications company Telstra (ASX: TELS) as the main content partner for REA Group’s new lifestyle-content platform.

The platform, which includes both written and video content, will generate revenue through data partnerships, with Telstra, Bankwest and Bunnings already onboard as so-called content partners.

Telstra and Bankwest are content partners of Realestate.com.au’s lifestyle platform.

Elizabeth Minogue, executive general manager of media, said the platform had been developed in response to marketplace demand.

“We have found that 30 percent of our audience aren’t coming to buy, sell or rent. We have looked at the gap in the market and what consumers are seeking from our site, and then considered how it speaks to agencies and advertisers,” Minogue said.

“A whole range of new content partners have come on board with us that haven’t previously advertised with REA.”

Realestate.com.au’s content platform was unveiled the same week Domain Group chief executive Antony Catalano told The Australian Financial Review’s Business Summit that Domain would pursue similar data-driven partnerships ahead of its planned IPO later this year.

It follows a downturn in residential property listings, and increasing competition from global players, such as Facebook and Gumtree, which allow home owners to post property listings for free.

Lifestyle on Realestate.com.au launched last week.

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Angela Hawksford

Angela is a writer and journalist based in Sydney, Australia. She has extensive knowledge of the Australian real estate industry, having started her career in real estate advertising at News Limited newspapers, where she worked across a number of different mastheads in Sydney. She s also worked in television, magazines and online, and regularly contributes feature articles to The Sydney Morning Herald, MiNDFOOD and The Newcastle Herald. Angela also works as a content writer, creating written content for a number of SMEs across an array of industries, including real estate, education, technology and digital media.