Native creatives need to be designed to target the right consumers throughout their browsing experience on realestate.com.au. This best practice guide not only provides information on specs and design guidelines, but also allows your creative to target the right consumer with high impact.
Hero Images - Top Tips!
The hero image will capture the consumer's attention when scrolling through listings on realestate.com.au. Whilst keeping the images clean and clear, to ensure maximum exposure we recommend:
Light and Bright Images
Bright and well-lit renders draw the eye to the creative and will best showcase the development
A mixture of Internal & External Renders
We’re able to have a maximum of three creative versions running in rotation for your campaign. Mixing up the hero images allows you to give your audience variety and allows you to track which creative performs well.
Open Plan Interior Shots
Interior shots with a wide scope that highlight the full living areas. Consumers can get a real feel for what is on offer and how their lifestyles can fit into your development.
Aerial Shots
For Land Sales, Aerial shots work well, allowing users to see the location of the land, it’s proximity to local shops, beach, and amenities.
Hero Images - Things to avoid
Dark Renders
Images work best when they capture the user’s attention, create a sense of space, and showcase the natural lighting of the development.
Lifestyle Imagery
Users on realestate.com.au are looking for property images that also look ‘native’ to the listings flow that we typically see on realestate.com.au. Lifestyle imagery can make the advertisement stick out like an “ad” rather than a listing, this then results in the user scrolling past.
Bedroom & Bathroom Renders
Unfortunately, these renders do not perform as well as Living/Outdoor/Kitchen/common area or external render images. These images tend to be overlooked by users when finding property
Un-readable Logo
A single logo with prominent font and transparent background (as per specs) assists with a recall of the development for users when searching on realestate.com.au.
Native Creative Copy
Native creative copy is viewable to users on both desktop and mobile/tablet devices. When choosing copy, keep in mind that 70% of our users view listings from a mobile device; such devices will only preview the top line of copy. Try to tick all boxes with your creative copy using the below tips:
Copy Limits (All include spaces)
Top Line: 50 Characters
Bottom Line: 50 Characters
Below limits only apply to lead form (Including spaces)
Project Title: 40 Characters
Project Overlay: 250 Characters
Copy Recommendations
Include Location/Locale
Location, Location, Location – this is essential in your native copy, as this allows users to know where the development is located. Location can be used by users to find proximity to trains, beaches, and local shops.
Add Price Point
Adding price points into your copy will attract the right audience and encourage users to find out more. Price point copy may state “Beach Front Residences fr. ****.
Add Special Offers
Special offers entice our users, especially our First Home Buyers. Please ensure that T&Cs are noted on the native in the available field.
Stock
Communicating stock levels can create a sense of urgency and encourage users to submit an enquiry to find out more. This can include ‘12 Rare Townhomes’, ‘Only 3 Remaining'.
Size
Attract the right buyer by incorporating the land/property size into your native copy. How large is the apartment, land or townhouse you are offering?
Lead Form – Project Description
This space is designed to allow you to really communicate the developments amenities, features, offerings and entice users to submit an enquiry.
For further details on how you can create effective native advertisements, please contact your Digital Campaign Manager