Antony Catalano has reportedly used his Melbourne house to test a new real estate platform.
He is now touting the success of his $1.58 million sale to promote Acquire – which he insists does not challenge the Domain or realestate.com.au portals – to estate agencies.
Catalano, the Founder and former Chief Executive of Domain – majority owned by Nine, publisher of The Australian Financial Review – tested Acquire when selling a St Kilda West home he owned last year.
The platform puts ads for properties in front of people who are not actively seeking a home, but identified as likely buyers based on their online behavior.
Catalano's three-bedroom house – an investment property – at 3 Park Street sold at auction last June after drawing a number of inquiries.
"That was an initial test case. It was very successful," he told the Financial Review. "We had eight from realestate.com.au, two from Domain and 15 from Acquire."
The experience showed the value of Acquire in sourcing potential buyers, who can be targeted with ads for a specific property – if their search history and other behavior flags them as a possible buyer – on news websites, social media platforms such as LinkedIn, Facebook, Instagram or others such as eBay, Catalano said.
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