Ann: Quarterly Activities and Appendix 4C-RNT.AX, page-29

SEO it very important but you need to have good domain name.
Suppose you search for "sydney" first page is sydneyxxxx.com and there is another page sydney.com on 3rd number.
Suppose both site are same in quality . next time you will remember sydney.com and just go to that page directly.

Now talking about trafiic from search engine to these sites. it not so important.

Other parameters are more important
1. Bounce rate
2. Daily time on site.

These two are very important.

When rent.com.au start offline marketing it will give a real boast to their brand name.
Do you ever need to put any effort to even remember remember domain name for rent.com.au.

SEO is important when you search for information between lot of sources. In terms on rental websites we have only few and most people know the two ( do you know them ??? ) and people will know the third one soon. + All the exciting other product.