Case Study: Property24 – Positioning property portal as market leader

Challenge


The challenges facing Property24 were hefty competition in the property platform market, a well-established thought leader in the industry and publications within the Media24 group were not keen to publish stories by their sister company.

Approach


We started by identifying a team of experts in the company to be profiled in the media. We provided media training, hosted briefing calls and provided briefing books ahead of interviews to ensure messaging was on target. We then initiated quarterly property forecasts, using existing data to provide this highly sought-after information and establish Property24 as an expert in the property industry. In parallel to these efforts, we created more creative, consumer-driven content in the form of tips articles, news articles to address industry issues and newsjacking techniques to ensure coverage in business publications.

Impact


Today, Property24 is South Africa’s number one platform for avid house hunters and estate agents. Red Ribbon generated a total of 502 clippings (115 in business/mainstream publications and 34 broadcast) over 2.5 years. Highlights include: Business Day, Rapport, Sunday Times, Cape Times, Financial Mail, Finweek, The Star, Pretoria News, Mail&Gaurdian, Mercury, Witness, Sowetan, News24, IOL, Cape Talk, 5FM, RSG, SAfm, 702, Cape Talk, Espresso, CNBC Africa, Summit TV, Mango Juice, Skyways, Sarie, Idees, YOU, Huisgenoot, Destiny Man, True Love and Kuier.