REA Group

REA Group is a leading digital business specialising in property advertising and technology solutions across residential, commercial, developer and media markets. With flagship brands like realestate.com.au, it connects millions of Australians to property listings, data and insights, and industry expertise every month. 

In 2024, the REA team briefed us to reposition their customer brand in a rapidly shifting real estate landscape. The primary goal was to create a clear, compelling value proposition that would maintain REA’s leadership in the market. The result needed to resonate with real estate agents, developers, and commercial customers alike, ultimately driving stronger engagement and ROI. 

Internally, the existing proposition—“All Under One Roof”—felt outdated. It wasn’t clearly communicating the scale, precision, and personalised support REA brings to every customer. Externally, agents and developers needed undeniable ROI and a message that recognised the industry’s changing landscape. 

The challenge, was twofold: strategically evolve REA’s Customer Value Proposition (CVP) into a promise that felt both ambitious and believable, and then creatively launch this new promise to a market hungry for bigger, better results.

Working closely with REA, we developed a refined Customer Value Proposition: “Get a Bigger, Better Result.” This single-minded statement heroed REA’s unmatched scale, leading technology, and personalised support, ensuring that “bigger” never meant impersonal. 

Next, we built a messaging framework to align every product, pillar, and proof point under a consistent narrative. To introduce the CVP to the market, we created an integrated launch campaign—“Better is a Big Deal”—a bold, high-energy expression of what “better” really means for real estate agents, developers, and commercial customers. 

To bring the new positioning to life, we orchestrated a multi-day film shoot across Melbourne and Sydney, featuring real agents, REA staff, and everyday property scenarios. As Amy Read, General Manager of Customer Excellence at REA Group, noted,

Unveiled first to REA employees and then rolled out across digital channels and industry events, the campaign quickly gained traction. By showcasing genuine people and real situations, Better is a Big Deal resonated with both the business and the broader market—proving that REA’s refocused brand promise really delivers.

Watch the video:

REA’s new CVP campaign delivered measurable results across key engagement and brand health metrics: 

• Audience engagement
  The campaign drove a 25% increase in average daily visitors to the Customer Marketing Centre (CMC) over an eight-week period, compared to the 12-month average prior. 

• Record-breaking performance
  The campaign film became REA’s most-watched B2B video ever, engaging almost 100% of its core target audience. 

• Brand momentum
  Early indicators suggest increased email open rates, stronger click-through rates, and uplifted web and social traffic. 

• Share of mind and market
  Share of search (SoS) and brand sentiment trended upward, reflecting REA’s strengthened competitive positioning. 

• Strategic alignment
  The work also laid the foundation for REA’s Value Packaging and NextGen Listings initiatives—key contributors to the company’s Q1 FY25 revenue growth. 
  
  
• 95/5 rule aligned
  Reinforced the long-term brand equity play, building trust and recognition even with customers not currently in-market. 

These results confirm that Better is a Big Deal delivered not only on message—but on market impact.