Australia’s property industry will have unprecedented digital access to the nation’s lucrative downsizer market, thanks to a partnership announced today between Downsizing.com.au and a major news and lifestyle site.
Downsizing.com.au and OverSixty.com.au said they had come together to promote downsizer-friendly property projects to their combined audience of mature-aged consumers, with an audience reach of:
- One million website users per month
- 500,000 Facebook followers
- 120,000 newsletter subscribers
Downsizing.com.au co-CEO Amanda Graham said downsizers were the most valuable, cashed up residential real estate buyers and sellers and also the most resilient market segment throughout the COVID-19 pandemic.
“These consumers are the demographic with the highest levels of home equity and personal wealth, built up over a lifetime of hard work and climbing the property ladder,” Ms Graham said.
“The baby boomers are now forging a new path, with very different lifestyle aspirations to their parents’ generation. They have been through recessions and economic shocks before, and those lessons learned are informing their financial decision-making process during this challenging time.
“Our survey results show that many of these downsizers are now bringing forward their decisions about housing, as they don’t have the luxury of waiting out the next property market cycle.
“Their home is their largest asset, and releasing equity is often the key to their own financial security and independence during their retirement years, as well as helping their adult children become homeowners.
“As unemployment rises and mortgage deferral periods end, downsizing becomes an attractive solution for many more people.”
“As this downsizer market grows, we have now significantly extended our niche audience reach by partnering with OverSixty.com.au to feature premium property developments well suited to this demographic.”
Starting as a Facebook community six years ago, OverSixty.com.au has grown its audience rapidly to become the one-stop destination to keep over-60s in the know. Across the OverSixty.com.au website and Facebook page it covers news, lifestyle, finance, pets, family, travel, legal, education and more.
Currently owned by Direct Group, Oversixty.com.au was previously one of the Fairfax Media digital enterprise assets, resonating strongly with readers of the SMH and The Age due to the age profile and affluent AB demographic.
OverSixty.com.au general manager Rohan Scott welcomed the partnership, saying: “Property has been attracting significant attention from our community and we look forward to helping them in this important stage of their lives. It is even more relevant now due to the economic impact of COVID-19 on our demographic.”
The announcement of the partnership comes after the Property Council of Australia’s industry confidence survey, published on 16 July, showed that the retirement living sector had stronger future prospects than most other property sectors.
The survey showed property professionals believed the retirement living sector had stronger capital growth and construction activity prospects over the next three months than all other property sectors, with the sole exception of the industrial sector.
This finding is also in line with the results of a survey of Downsizing.com.au/ OverSixty.com.au visitors between April-June 2020.
Some 29 per cent of respondents said the COVID-19 pandemic has made them more likely to consider downsizing options, including moving into an over 50s or retirement community.
More information
The page promoting downsizer-friendly projects on the OverSixty.com.au website can be viewed here.
New clients who want to find out more about this opportunity can email us here.
