Brand

realestate.com.au Luxe Product Launch

Creating a top solution for Australia’s number 1 property portal

When you’re already the top property portal in the market, how do you make your new luxury listing product stand out above the rest? And how do you let your audience know that your new product is the best of the best (of the best)?

THE CHALLENGE

Become the go-to property site for elite properties.

Market leaders realestate.com.au know a thing or two about selling properties. Their cutting edge and constant drive for innovation have earned – and kept – their brand far out in front of the real estate sector. Within a growing luxury property market, realestate.com.au saw a need for a new level of listing. One that made truly exceptional properties stand out from the rest. Thus, Luxe was born. And to make a prestige product aimed at multi-million dollar properties stand out as the best of the best (of the best), its branding and messaging needed to do the same.

THE APPROACH

A new level of listing in a growing luxury market.

As long-time partners with realestate.com.au, V.I. was tasked with developing a new identity, positioning and launch collateral for Luxe to drive interest and uptake with agents. The new ID needed to represent the premium product offering, sit as part of the existing brand identity but be distinctly recognisable as the premier listing solution for those properties most can only dream of.

After exploring multiple design avenues, the design team developed a suite of elements that tell the Luxe story convincingly, by evolving existing brand elements into an ultra-premium new space. The design decisions included using a different tone of the brand’s iconic purple, using a different font weight throughout typography, a lighter touch on the usually-strong REA brand ID, and heavier use of aspirational Australian lifestyle imagery.

THE OUTCOME

High-end collateral that appeals to a premium market.

The branding and product collateral created for Luxe communicates one-of-a-kind luxury while visibly belonging to the number 1 property address in Australia.

V.I. designed all product collateral, including web assets, agent sales tools, digital brochures and a bespoke printed brochure that feels like flipping through a luxury homes magazine, featuring luxurious decorative paper textures and stocks, full-bleed luxury property images, and a clean designer-feel experience. All elements clearly communicate the benefits of the new Luxe listing – prominent exposure, exclusive features, and more.

Services

Brand Design
Brand Production
User Experience Design
Web Development

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A PREMIUM EXPERIENCE FOR OUR PREMIUM PRODUCT

To ensure the successful launch of REA’s premier product, V.I. was assigned the task of crafting an exclusive launch experience for selected customers. This concept had to evoke a sense of luxury and exclusivity, while effectively highlighting the benefits of the new product.

The solution devised was a gift bottle of champagne, elegantly presented in a custom-designed box. Upon opening, recipients would find a luxurious product information booklet, an invitation to trial the product free of charge, and brochure materials they could use in their own vendor presentations.

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LUXE BROCHURE GENERATOR

Showing customers how their listing can be Luxe. Empowering customers with the tools to secure vendor-paid advertising is a key way REA helps agents win new listings. V.I. was tasked with developing a solution that enables customers to self-serve and create customised brochures to help them pitch Luxe listings to their prospective vendors.

The solution was a web tool hosted on customer.realestate.com.au. After prompting users to log in, it securely retrieves their agency and agent details via API integration and pulls listing information based on a provided listing ID. Users can also manually adjust details such as agency and agent information, property specifics, and images. This data populates a brochure template designed in the Luxe creative format. The final product is a downloadable brochure that agents can use in their pitches to showcase how their vendor’s property would appear as a Luxe listing.

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A LUXE SALES APPROACH

The key to a successful launch is a well-planned and consistent sales strategy. REA sought to empower their sales team to engage in informed and confident conversations with their customers about Luxe.

In collaboration with REA, V.I. created content that weaved a compelling narrative to promote the Luxe product. This content was then integrated into the LivePreso app, with V.I. developing custom APIs to seamlessly incorporate REA’s customer data into a bespoke front end. This ensured the story was effectively communicated while preserving the Luxe aesthetic. The sales team could then leverage real customer data to personalise their conversations and offer tailored recommendations on which of their customers’ listings could benefit from the Luxe experience.

GENERATING LEADS TO LAUNCH WITH A LUXE BANG

In the lead-up to the product launch, V.I. was tasked with enhancing the product information landing page to generate leads. The goal was to increase awareness and create a sense of urgency for registering interest in securing a Luxe listing.

A countdown timer, designed to align with Luxe branding, was added to drive FOMO without appearing too ‘retail’. The timer was programmed to automatically disappear once the countdown ended.

V.I. also developed a custom form with Luxe styling, featuring editable headings and sub text. Built with fixed form fields, the form submissions were routed to REA’s Zendesk via a backend integration. Additionally, a custom API was implemented to allow users to look up their Agency ID or Agency name, ensuring cleaner data for Zendesk.

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