In Focus - Rent.com.au

Name:  Melanie Hardie
Title/Role:  National Sales and marketing manager
Brand:  Rent.com.au
Target Market:  AB Renters and Landlords
Launched: 2007
Staff: 15

See Rent.com.au's Listing on MediaScope

Can you give us an overview of your background and experience?

16 years experience working in London, Sydney and Perth in media and online. Previously worked at Fairfax and CNBC for Australia and NZ and MCN in Sydney and then moved to Perth working on developing online platforms nationally.

Tell us how & why Rent.com.au started?

It started as there was no other website in the market that purely focused on rentals. The goal was to offer a website designed to help renters find their ideal home without having to go through sales portal. Renters have different needs to buyers and have higher disposable income.

Outline Rent.com.au’s current market position and your forward plans?

At present Rent.com.au is Australia’s 1# rental property website  according to AC nielson. We are planning to grow in Australia and to create a environment just for renters and landlords. We will put working at increasing our content along with new and creative ways to allow renters to find their ideal home.

What benefits do you offer advertising buyers and marketers?

Rent.com.au offers advertising buyers the opportunity to reach AB renters and landlords around Australia that have household income of $100 000. Renters are highly engaged when looking for a new property to rent. This is the ideal stage to market products that are relevant to their transition as they are hignly receptive to new ideas and products and services. The average rental cycle is between 4 – 12 weeks.

What is the best & worst thing about being an independent media publisher?

The best thing is the flexibility and being able to do different creative options quickly. The worst thing is not getting all the free coverage from being linked to large media company.

Tell us about your advertising sales structure?

Rent.com.au has three core advertising sales areas, the first is landlords that list their homes online to  rent along with agents and then  the related products to renters that range from travel, entertainment, technology, finance and consumer goods. AD 2 One sells the site nationally. Our client based is cross between travel, finance and they advertise in banner adverts, and also on our email database. Rent.com.au has database of over 75 000 or renters, landlords and agents in Australia. Advertisers that have used our site are Gluxo Smith Kline, Nokia, Bank West, ANZ, Budget card rental ect etc.

What are some things you have learned when dealing with advertising buyers?

Never over promise, and make sure you can turn in around in 48 hours and measure everything you do for the client. We are always looking a new a creative ways that we can work together to ensure clients get a great response.

Can you offer any advice to someone starting a new commercial media business?

Make sure you find the leaders in the field and work together with them. Find partners that are passionate about their field and work together with a common goals and objective. Don’t try and achieve too much, sick to one goal and do it well.

Where do you get your advertising and marketing information from?

I get my marketing and media information from MediaScope, Ad News, BT , Mumbrella and google alerts on competitors, Facebook and LinkedIn.

Would you like to be profiled like Rent.com.au? - please get in touch.

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