Words: Ashley Rigg
Published: 17th February 2010
Google real estate begins marketing push
Google’s Australian division today unveiled an extensive marketing campaign to attract visitors to its real estate service which is integrated with its Google Maps product.
The search giant has teamed up with one of Sydney’s largest agents, LJ Hooker to dot the city with real life versions of the “pins” that indicate locations on the Google maps platform. The “pins” are being placed in high-footfall locations such as shopping centres and on Bondi beach.
The campaign is being supported by a series of videos that use a character called “Peg Man” who searches Sydney for properties and local amenities.
Google’s new real estate promotional video
Market-leading portals refuse Google’s “free marketing”
Although Google has signed up some of the largest agents in Australia and several smaller portals, the market leading portals, realestate.com.au, owned by REA Group and Fairfax Media's Domain.com.au have not made their content available to the search giant.
It is not surprising given the dominance of Google in the search space and the strength of its brand. If Google can get to a position where it can match the content of its rivals, it could do some severe damage to the pricing power of portals, particularly the smaller players.
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User Comments
I think that google should stick to what it does best, if they continue there will be very few things that they don't control..........It wil be either you are with Google or you are out.
I don't like the big brother atitude that they have.
Mark Adkinson,
Galician Country Homes