Realestate.com.au has relaunched its audience extension product, Audience Maximiser, placing more control in the hands of agents.
The latest redesign takes Audience Maximiser from an impressions-based package to a click-based package, all managed within REA Group’s customer self-service platform, Ignite.
This focus on conversion performance aims to drive more high-intent actions to an agent’s listing and prioritises quality over quantity to help find the right buyer, sooner.
The new and improved product includes more customer value for the same price, including the flexibility to add additional postcodes on top of default targeting and the ability to promote upcoming inspections with an Inspection Boost feature.
It also offers a new Sold Boost feature, which specifically targets potential sellers.
“With more than 11.2 million Australians visiting realestate.com.au on average each month, we know
realestate.com.au is best positioned to connect agents with more buyers on platform,” REA Group Chief Product and Audience Officer, Melina Cruickshank, said.
“Our Audience Maximiser product extends this reach off platform, increasing campaign listing views by 66 per cent.
“This extension, coupled with our unparalleled audience reach, is a powerful combination and we know our customers feel this positive impact.
“Reforms to Australia’s privacy laws are imminent, and we are well prepared for this change.
“Driving realestate.com.au membership and personalisation is at the heart of our consumer experience, and we’ve been developing sophisticated first party data capabilities over the past six years with privacy top of mind.
“Our enhanced Audience Maximiser product has no need for third-party cookies and instead leverages our own highly engaged audience.
“It enables customers to confidently run targeted campaigns and ensures listings are seen by the right buyers.”
Ray White Ray White Lower North Shore Group General Manager, Angela Paranchi, was one of the first agents to experience the new Audience Maximiser earlier this year.
“We’ve seen a significant increase in property views with the new offering and it’s also contributing to helping drive seller leads, with the support of Sold Boost,” she said.
“We felt confident the targeting was going to the right buyers and were impressed with the campaign reporting available through Ignite.
“Audience Maximiser put listings in front of the eyes of the right buyers on their favourite websites, social media and apps – maximising the size of an agent’s audience.”
For more on Audience Maximiser, click here.
