We are all too familiar with online property search websites. Ask anyone about online property search websites in Singapore, the default platform that comes to mind is PropertyGuru. However, as we pointed out back in 2014, a new wave of online property search websites have emerged recently to provide better search experiences to users in Singapore, notably, 99.co.
Other than 99.co, PropQuest is another new company which caught our attention recently. Our encounter with PropQuest has not merely been through the digital space, but in real life as well — you might have seen them being advertised on taxis roaming the streets of Singapore:
Similar to PropertyGuru and 99.co, PropQuest is an online property search site that lets you browse Singapore properties which are on sale or for rent. One of the features we like about PropQuest (and other online property platforms) is that it displays property listings and allows you to filter search results according to their distance from the MRT — arguably one of the most important factors when it comes to property searches in Singapore. Here’s a look at its interface:
Betting Big On Taxi Advertisements — 40% Increase In Pageviews
While there is nothing much about PropQuest’s user interface to shout about, one of the things which intrigued us about PropQuest is that the team is placing a lot of emphasis on taxi advertisements, leveraging on it to get a larger mindshare among Singaporeans from all walks of life. PropQuest launched both Chinese and English advertisements:
PropQuest’s Chinese taxi advertisement
According to marketing director Lee Lee, PropQuest launched its advertising campaign on 80 taxis in Singapore over a span of 12 weeks, spending a total of S$40,000. (Author’s Note: WOW!)
Prior to the advertising campaign, they had been getting around 16,000 pageviews per day, or about 480,000 pageviews per month. After launching the campaign, they are averaging 23,000 pageviews now — almost a 60% increase. Here are the numbers provided by Lee Lee to Vulcan Post:
Pageviews of PropQuest prior to campaign
Pageviews of PropQuest after the campaign
What’s particularly interesting about this is that there hasn’t been any public case study about the impact of taxi advertising on pageviews. It is also of note that the team decided to use taxi ads as one of their main advertising channels at a time when everyone is going digital. Spending S$40,000 over 3 months to get a 40% increase in pageviews translates to a really high cost per impression (CPM), which presumably is justified by intangibles such as branding and awareness.
Whatever the case, having more options like PropQuest, 99.co and PropertyGuru only means that there will be a greater focus on the quality of property listings — good news for layman users like us!
Also Read: Property Tech Still Needs Serious Fix, Says PropertyGuru & 99.Co
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