The Unconditional Blog

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NZ’s fascination for property comes alive through reality TV (Updated 20 Aug)

Posted on: August 14th, 2012 | Filed in Featured, Media commmentary, Website news

The Australian reality series “The Block” is certainly being warmly embraced by the kiwi’s who are according the weekend papers camping out in their lounges on Wednesday and Thursday nights to watch the latest weekly challenges for the willing and able group of 4 couples. Ratings have seldom been as good as for this series with audience shares around 30% of 25 -54 year olds.

The format I don’t need to explain, nor do I need to reference the fact that the competition seems to be more about couples and the reality TV component than it is ever about DIY, but that is not important – people love to watch others toil in DIY work just as they have done, only this time they can laugh and kick back on the couch.

The series is well advanced and in real life the houses are finished and prospective buyers are being given private tours. As the properties are now “on the market” our role at Realestate.co.nz as the official website of the real estate industry really comes into its own to promote and advertise these 4 properties online and on mobile.

We decided we would do all we could to assist the sellers find the best buyers so we have upgraded all of the 4 property listings on our site on behalf of our customer Bayleys Real Estate Ltd to a full premium campaign to maximise profile and traffic online. In addition we have featured the properties on our Facebook page with links to the listings and the opportunity for comments and likes to provide feedback.

As you can see from the extent of the viewings of these properties online – they are very popular with over 8,000 views in just the first 4 days across the 4 houses, that total was surpassed with over 9,000 views on Monday the 13th alone!

In addition to promoting these houses we thought it would be fun to do a poll to see just how people are judging the houses and the teams. The poll was set up on Friday on our Facebook page and is already showing some clear favoritism towards Libby & Ben who are way out in the lead in terms of votes.

The properties go to auction live on TV3 on Thursday 6 September – over the next 4 weeks we will track the performance of the viewings for each house as a surrogate for the voting; we will also combine this with the Facebook poll to come up an aggregate scoreboard which we will update regularly.

Here is the result after 5 days – a clear lead for Libby & Ben. Check back on this page over the next days to see how things progress.

Update 15th August

The performance of these listings is demonstrating the connection between TV and social media. In the space of just 2 days the viewing total of the 4 houses has gone from 17,499 to 31,487 – an extra 14,000 viewings in just 2 days! The NZ Herald ran an article on this phenomenal interest headlined with me quote of ‘mindblowing’ in the context of this scale of traffic. Key to driving this incremental traffic is the profile we have given these properties on Facebook and the comments that are engaging people around discussing these properties.

As the weeks go by more and more of the images of these houses are being posted to the website of Realestate.co.nz. As well as over 20 photos per listing we also now showcase interactive floor plans. Check out the latest images:

This incremental traffic and the added votes on our poll on Facebook has not made a huge difference to the voting sentiment of the public of NZ. As the chart below shows Libby & Ben are still way out in front – although slipping 2 percentage points, Rachael and Tyson have edged up by 1 percentage point to snap at the heals of Ginny & Rhys for the #2 spot.

Update 20th August

The weekend saw a further surge in viewings for these properties taking the total viewings to over 41,000 since the listings went live. Further voting on the Facebook poll covering both overall and the views of the kitchen has taken Libby & Ben further out in front, now with 45% of the sentiment from the public. This gain has come at a cost to Sarah & Richard (slipping from 17% to 15%) and Ginny & Rhys (21% to 19%). Buoyed along by a surge of sentiment Rachel & Tyson have increased from 20% to 22% to overtake Ginny & Rhys to take second place.

 

 

Article Discussion

  1. If watching The Block has given you the urge to buy a doer upper we have a perfect opportunity in Pt Chevalier – see http://www.realestate.co.nz/1843002

  2. Come on Ross – that is not a doo upper!! – This is a doo upper http://www.realestate.co.nz/1831707

  3. I think Steve’s listing gives the phrase doer upper a new benchmark to judge by!

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