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Image enhancements are the first step in an overhaul to how property listings are presented on the portal.
Beginning in late September, property professionals will notice a new look to their listings, as realestate.com.au makes a “significant update” to the user experience with larger image sizes, a new image tour experience, and an AI-led image data feature.
The new layout and features will also more prominently place agents’ logos and branding, according to REA Group, parent company of the listings site.
Describing the new experience as “immersive”, the platform will add features over a series of drops which will include upgrading the system to allow for higher-resolution images that can be viewed in a larger format than before.
The new “Tour the Property” feature will be exclusively available to realestate.com.au’s Premiere+ customers, and is expected to increase the number of property searchers who view every photo, as opposed to surfing through a few before moving on to the next listing.
The AI-enhanced image viewer, meanwhile, will serve to auto-detect specific property features and highlight the listing’s unique characteristics to potential buyers.
The full suite of additions will be rolled out over the course of 12 months, culminating in the launch of what the firm has dubbed its “NextGen listings” offering.
REA Group’s chief product and audience officer, Melina Cruickshank, called the 12-month rollout a “big evolution” for the firm’s product offering to real estate professionals.
“The changes launching this week are just the beginning. The realestate.com.au NextGen listing of the future has been designed to inspire much deeper discovery and connection,” she said.
According to Cruickshank, the firm feels that consumers have updated their expectations when it comes to the visual experience of perusing property listings, and the updates will help agents deliver a cutting-edge experience to prospective buyers.
She added that central to the new realestate.com.au look is an enhancement of its personalisation strategies that drive consumers to make property enquiries.
“Accelerating our membership base through personalisation is at the heart of our consumer audience strategy. Our members are 4.8 times more likely to submit enquiries that result in high intent leads for our customers, and our homepage delivers over 7.5 million personalised recommendations to consumers every day, helping them pick up where they left off on their property journey,” Cruickshank said.
ABOUT THE AUTHOR
Juliet Helmke
Based in Sydney, Juliet Helmke has a broad range of reporting and editorial experience across the areas of business, technology, entertainment and the arts. She was formerly Senior Editor at The New York Observer.
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