Our Fabric

Media and Marketing

Marketing & Comms Update

👓 5 minute video

  • Rebrand - Brand blueprint finalised and approved by Board & Regional Councils

  • Creative phase begins - member involvement continues

  • Google reputation uplift - 70% of offices now in top 3 Map Pack positions

  • Spring campaign - 4.3 million impressions + BIG radio exposure

  • Spring/summer collateral coming in next few weeks (keep an eye out)

First Home Buyers Guarantee guidebook

👓 0.7 minute read

 

For many Australians, saving for a deposit is the biggest hurdle to buying a first home.

 

The Federal Government's First Home Buyer Guarantee 2025 policy from 1 October allows:

 

  • Eligible buyers to enter the market with as little as a 5% deposit

  • Single parents and single legal guardians can purchase with a 2% deposit

 

First National has created two marketing resources to assist your customers:

 

  • A guidebook PDF providing essential tips for FHBs and single parents/guardians - DOWNLOAD HERE

  • Blog post copywriting - DOWNLOAD, add to your website, share URL to Facebook and drive traffic to your web page

  • Social media collateral for a Facebook post linked to your website’s blog post – DOWNLOAD HERE

 

Use these resources to share your expertise and attract customers to your website.

Why only Google Reviews truly count for search ranking

 

As part of First National's Reputation Uplift project, it's evident that some offices have stopped acquiring Google Reviews natively, choosing instead to receive an API feed to their Google Business Profile (GBP) from other review platforms. This is a costly mistake!

 

Third-party API review feeds (such as from RateMyAgent, REA, or realestateview.com.au) do not carry the same SEO weight or local-ranking benefit as a native Google review written directly on a Google Business Profile (GBP).

 

Here’s why:

 

1. Google treats native reviews as a core ranking signal

 

  • Reviews written directly on GBP contribute to Google’s own local ranking algorithm (Map Pack and Local Finder).
  • Native reviews influence both prominence (reputation), relevance, and trust signals that feed into AI-driven search and ‘answer engine’ results.
  • The presence, frequency, velocity, and sentiment of Google reviews are all factored into ranking.

 

2. Third-party reviews are treated as supplemental context

 

  • Google’s API integrations allow platforms like RateMyAgent to display review content on a GBP, but those reviews are not indexed as native Google reviews.
  • They appear under the ‘Reviews from the web’ section, similar to TripAdvisor or Facebook, and do not contribute to the star rating or review count shown in search.
  • Their SEO influence is indirect — they support credibility for users but don’t move ranking metrics.

 

3. Limited visibility in AI and Knowledge Graph results

 

  • Google’s AI systems and Knowledge Graph prioritise data within their own ecosystem.
  • Reviews ingested via external feeds are not used to train Google’s perception of local business quality in the same way.
  • In AI Overviews and future ‘answer engine’ environments, native review data will be far more discoverable than third-party content.

 

4. The practical strategy

 

  • Maintain integrations with RMA or similar platforms for social proof, trust signals, and cross-channel visibility.
  • However, focus effort and review solicitation primarily on Google’s own platform.
  • Encourage satisfied clients to leave reviews directly on your GBP link rather than only via RateMyAgent.
  • If you use RMA’s Google syndication, treat it as a supplement, not a substitute.

October customer newsletters

👓 0.7 minute read

 

Housing momentum has lifted despite persistent supply shortages. That’s the focus of this month’s customer newsletter and market update for salespeople. Plus, we cover how technology is transforming property and redefining property viewings.

 

For property managers, our newsletter discusses how rental growth has slowed as vacancies tighten, even further. Plus, we mention how FN agencies secure smooth lease renewals and whether landlords should allow pets in rentals.

 

Download Word versions from FN Central or dive into Utopia for the automated versions that populate with your listings.