Avoiding the opportunity cost of thumb sucking
REA Group
REA is one of the highest quality companies on the Australian share market. Its dominant competitive position owes itself to the popularity of its website, which is entrenched and indeed strengthened by a natural circularity: those looking to buy a property use REA’s site as their most valuable resource because it has the most listings, while vendors find it essential to list their property on REA’s website because it has the largest and most engaged audience.
The competitive advantage that derives from this so-called ‘network effect’ affords it considerable protection against the competition. It also enables REA to have considerable pricing power, particularly given its offering is cheaper and more effective than alternatives such as newspapers and suburban magazines. In fact, despite the obvious advantages of REA’s website, the transition of advertising dollars from print to online is roughly only half way progressed in the case of real estate, and REA stands to benefit tremendously as this transition unfolds.
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