Real Estate Industry Taps into Pokemon Go Craze

Love it or loathe it; Pokemon Go hysteria has swept the world, and Australia is not immune.

Take a walk and it’s likely you’ll notice scores of people pacing and glued to their phones, hunting down Pokemon in a bid to “catch ‘em all”.

That’s great, but what does this have to do with real estate, developments or apartments, you might be asking?

Well, a lot, it seems.

Savvy real estate agencies have jumped on board the hype, marketing properties to appeal to avid fans, citing proximity to “PokeStops” and “Pokemon Gyms” alongside such amenities as public transport and primary schools as reasons to purchase the property.

It may seem crazy, but it’s worked.

A house on the market in the Melbourne outer-suburb of Keysborough is grabbing headlines, not because the structure itself is particularly remarkable – a three bedroom, two bathroom brick veneer – but because the agents at Barry Plant have taken it upon themselves to include a number of Pokemon references in the property description.

“Walk to Chandler Park Primary, walk to Parkmore, walk to the bus stop... everything you'll want or ever need is at your fingertips. And best part is that Pokestops and Pokemon Gym are within 1km from the home - life will be a breeze in this home!”

Listing agent Ben Nguyen says he doesn’t expect someone to purchase the property on the basis of its Pokemon Go credentials, instead its about tapping into potential new streams of exposure.

“We have to go whether the eyes go, and if Pokemon Go is trending and a conversation starter, then we can tap into that to give our properties added exposure, and potentially benefit our clients,” he explains.

“Properties are listed every single day, and are listed in very similar ways, so if this property can make a buyer stop for those extra few seconds, or make them turn to their partner and spark a conversation, then its worked.”

It seems many others share Mr Nguyen’s train of thought; real estate listings with Pokemon incentives are appearing all over the country.

Allen’s Real Estate in Melbourne used the app to entice people to a Nunawading auction, taking advantage of the “incense” function to attract Pokemon, and as a result players trying to catch them all.

You can buy a house in Townsville with “a massive, fully fenced backyard with a shaded patio for entertaining and if that wasn't enough play space, just across the road is a huge park with sporting facilities (and we've even spotted some rare Pokémon!).”

In Sydney, you can rent a room fully equipped with Pokemon and a Poke Stop.

“Pokemon and Poke Stop right in the room, you can catch ‘em all while laying on the bed!!! New renovated house right next to UTS. Everything is new, from dishes, cups, to chair, table, dryer or washing machine. Huge living room with 3 large tables, and 2 sofa for you to enjoy the house. call through.”

There’s similar listings in Canberra, Melbourne and Brisbane, as well as around the world.

So if you were quick to shrug the craze off as simply a phase, it might be worth reconsidering your Pokemon Go stance.

And if you’ve got an apartment on the market or up for rent, perhaps consider altering the description to appeal to die-hard Poke-fans, you never know who could be reading – and interested in buying.