The Unconditional Blog

The impartial voice of the industry


Adding a dose of humour to real estate search

Posted on: April 14th, 2010 | Filed in Cool sites, International, The lighter side Australia's leading real estate websiteThe leading Australian website (not related to – just smart use of domain name) has undergone a significant rebuild. There are many aspects of the site re-design that underlie the leadership role that the site plays in the Australian market. The site eclipses the nearest competitor, the Fairfax owned by a significant margin.

The last annual report showed the site with over 5 million unique browsers per month more than twice their competitor and with a content of over 570,000 listings.

The new site is worth a view as there are some very impressive developments. My favourite would be the “compare” feature which creates the ability of side by side comparison of favourite properties, much in the way you would do with a comparison shop or a digital camera.

However the thing that I found engaging is their digital media campaign. The site has 8 exclusively made 90 second videos that in a light hearted way pokes fun at scenarios where property seekers use all kinds of underhand (as opposed to “under-arm”) tactics to get the upper hand in property buying.

I have watched them all and think that they strike the right balance of suitable tongue-in-cheek, mixed with warmth and that great Aussie charm! If I had to select a favourite it would be this one called “Detour”. Enjoy.

And just in case anyone was wondering we have exciting news coming very soon in regard to

Article Discussion

  1. Alistair Helm says:

    It has turned out that this campaign clearly has been cause for concern. As reported by Property Portal Watch the campaign has been pulled and all references of it have been removed from the website.

    Would be interested to hear any views of readers as to the balance of the content. The claim is that the videos promoted unethical behaviour.

  2. […] When relaunched a week ago, the CEO of, Alistair Helm, made the following comment on his Unconditional blog… […]

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