Domain’s Audience Boost feature uplifts enquiries for Melbourne agent

And the Director of Hodges Sandringham has seen a significant increase in listing views and foot traffic at open for inspections after trialling Domain’s latest listings innovation - Audience Boost.

As part of the enhanced listing product, properties listed on Domain will automatically be promoted across display advertising and social media, extending a listing's reach and attracting even more buyers.

The Australian-first innovation sees Domain listings automatically surfaced to additional audiences across Facebook and Instagram, and Google’s expansive and engaged networks.

Graham has been trialling the Audience Boost feature ahead of its official launch on July 1 2024 and says he's seen a significant uptick in listing views on Domain and enquiries as a result.

"Certainly just in the last week I've probably had better open numbers than I had had. And I think we're definitely seeing more enquiries from Domain,” he says.

“The key metric that is easy for me to follow is just noticing that the Domain users are certainly on par with realestate.com.au if not, in some cases, even surpassing realestate.com.au, so it's a serious shift in what we've been used to.”

Graham, who sells properties in the sought after bayside suburb in Melbourne, says he’s also seen an increase in potential buyers from outside the usual suburbs, something he attributes to the Audience Boost feature showing his listings to a bigger engaged audience with specific property intentions and needs.

“I was just driving past a property I sold recently and I did make note to the owner that it was amazing how many people were coming from that Windsor, Balaclava, Prahran sort of area, which we don't tend to see quite as many normally.

“We tend to see a lot more crossover between that Glen Eira, Bentleigh and Bentleigh East area.

“[We’re] even dealing with a number of buyers from Sydney … there's been a bit more variance in where buyers are coming from.”

While Domain already boasts a monthly audience of 6 million, including 1 million people who don’t visit its nearest competitor¹, agents on Platinum Edge, Platinum, Gold and Silver will benefit from the new Audience Boost feature when it is automatically included on July 1 2024².

Domain’s General Manager of Product - Agent Experience Danielle Harmer says the added value being provided to agents and vendors is an exciting product development that will help better support sales campaigns.

"We know almost all agents include social media or digital marketing in their property marketing campaigns. We also know that it takes agencies time and money to do this, Harmer says.

"That's why we’ve automated it and why it will be included as part of their paid listings subscriptions on Domain. Early insights from the pilot in Victoria have shown great results already with double-digit growth in property views and enquiries on Platinum Edge listings."

Chief Commercial Officer and Managing Director - Agent Experience, John Foong says the addition of the Audience Boost feature is another way Domain is finding more buyers and helping agents achieve the best outcomes for their customers.

"Adding Domain to a marketing schedule creates competition by reaching more buyers and our data shows the extraordinary effects of that on the final sold price," he says.

"On average nationally a $1 million property sold for $36,600 more when Domain was included on the marketing schedule alongside our nearest competitor.³

"The addition of the Audience Boost feature is another way we are finding more buyers and adding more value for our agents to get the best outcome."

For Graham, knowing that Audience Boost is automatically added to all his listings means he can be confident in knowing his properties are being seen by a wider audience.

“It's really important in the market that we're in, which is probably not the easiest market we've ever been in, that you've got to make sure you're getting out to the widest audience possible to guarantee yourself the best result.”

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, Homes and Property Category, Audience (000s) & Exclusive Audience (000’s)

² Channels dependent on subscription tier. Only applicable on residential sale listings. Not applicable on rental listings or listings for residential land, vacant land, rural land, house and land estates, development opportunities, new developments, business or commercial properties.

³ Domain Internal Data and third-party data, Jan 23 - Dec 23 – calculation based on national average percentage increase of sold price over advertised price.