New REA Group Product to Use User Behaviour to Deliver Insight to Agents

May 28, 2021
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Leading Australian property portal company REA Group has today announced the launch of a new insights tool to deliver stronger buyer leads to its agent customers. Termed 'Lead Enrichment' the new feature will be housed in the company's agent-facing mobile app Ignite and will make use of user behaviour data collected on Realestate.com.au to help agents identify where potential buyers are on their journey towards a home purchase.

Although a press release did not give information about specific user behavioural metrics and dimensions to be used to enhance leads, REA Group General Manager Residential and Customer Platform, Simon Hope, gave some clues as to how the new tool would work and said that the ultimate goal of the new feature is to make it easier for agents to prioritise workloads and respond to buyer enquiries.

“In March, realestate.com.au reached over 13 million Australians, that’s almost two thirds of the country’s adult population. We’re focused on providing value for our customers and we’re driven to understand our audience’s behaviour. Sharing this insight ultimately helps our customers prioritise and have great conversations with prospective buyers,”

“All buyer enquiries are valuable, but Lead Enrichment within Ignite helps inform customers about where we believe a buyer sits in their property seeking journey, how engaged the buyer is in particular properties and finally, how engaged they are with the agent’s specific property. The feature provides agents with a deeper understanding of buyer needs allowing them to providean exceptional tailored experience for buyers.”

The new tool will be available to agents signed up to the portal's new 'Premiere All 60' package within the Ignite analytics product and agents have until the 30th of June to sign up.

REA Group has also this week been given the approval to proceed with its planned acquisition of fellow ASX listed company and mortgage brokerage Mortgage Choice. If approved by Mortgage Choice shareholders later this summer the move will bring another phase of the property transaction under the REA Group roof and be a step closer to the seamless branded transactional nirvana being strived for by property portals across the world.

May 28, 2021
Edmund got to know the world of portals and marketplaces working at Mitula Group (which became Lifull Connect after the buyout in 2018). He worked directly with hundreds of portals across the world in his role in the content department for three and a half years before transferring to the SEO department to understand the inner workings of listings sites. He joined Online Marketplaces as Head of Content in March 2020.

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