Agents taking advantage of Domain’s recently introduced Audience Boost feature are seeing a 23% uptick in listing views on average1, and reporting increased interest and enquiries for their paid listings.
Introduced in July 2024 as an innovative added value feature within Domain’s residential sale listings products – Platinum Edge, Platinum, Gold, and Silver – Audience Boost automatically promotes listings across display advertising and/or social media to highly targeted audiences, and agents as well as sellers are already seeing the benefits.
The feature, which is only available on Domain, uses advanced AI targeting to reach new buyers and retarget existing ones, with technology that combines Domain’s exclusive audience data with Google, Facebook, and Instagram, significantly expanding the potential buyers for a listing beyond Domain’s existing audience of six million monthly, including one million people who don’t visit its closest competitor2.
Commenting on the success of the new feature thus far, Domain’s General Manager of Product – Agent Experience Danielle Harmer said, “We’re thrilled to see such positive feedback from our agent partners, affirming our commitment to adding value and streamlining digital marketing for agents.
This Australian property-portal first works because it uses our advanced targeting and exclusive data to meet consumers where they are.”
Melbourne agent and auctioneer Halli Moore of Buxton Real Estate in Brighton noted that the automated Audience Boost feature has shown Domain’s understanding of evolving media consumption trends in property, stating, “There are all forms of selling, from print media to the internet, but people want to look on their phones and social media seems to be the new normal.
Audience Boost really complements the online listings and works in synergy with them.”
Sam Taylor of Evans Properties through Re/max in Brisbane has seen a significant increase in listing views as well as enquiries.
He commented, “By getting the listing in front of as many people as possible, it means we’re casting the net as wide as we can to find people who are interested to buy.”
Taylor has also noticed that since using Audience Boost, he’s seen an increase in enquiries from people out of the area, commenting, “They may not necessarily have considered that area, but they’re still enquiring,” he says.
More listing views or enquiries certainly lead to a better sales outcome.
Nick Tubb, Meta’s Head of Financial Services & Real Estate, Australia & New Zealand said, “Last year, Meta commissioned Kantar research on Real Estate Consumer journey that showed that up to 48% of users of our platforms are seeking inspiration and information from social media channels alongside traditional property websites when starting their home-buying journey.
Audience Boost uses AI to target these users with the types of properties we know they are looking for.”
The launch of this added value enhancement earlier this year is part of Domain’s evolution that looks to empower its customer-centric approach to better meet agents’ needs and deepen Domain’s relationship with them.
Agents wanting to know more about Audience Boost can contact their account partner or visit agent.domain.com.au/why-domain/audience-boost.
Source:
1. Ipsos iris Online Audience Measurement Service May 23 to Jan 24 average, National, Age 14+,PC/laptop/smartphone/tablet, Text only, Domain Brand Group including Nine property pages, Realestate.com.au Brand Group, Homesand Property Category, Audience (000s) & Exclusive Audience (000’s).
2. National Average, percentage of additional views across all subscription tiers from Audience Boost compared to non-AudienceBoost views during the first 15 days on eligible residential listings (Domain Internal Data, July–Sept, 2024). Social channels and performance vary across subscriptions.
