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Using AI targeting technology, Domain’s latest offering is helping agents to expand their listings’ reach and attract interest from untapped buyer markets.
Agents utilising Domain’s newly launched Audience Boost feature are reporting an average increase of 23 per cent in listing views, and noting increased interest and enquiries around their paid listings.
Introduced in July of this year, the feature leverages AI targeting technology to automatically promote listings across display advertising and social media, enabling agents to reach new buyers while retargeting existing ones.
Through this process, agents using Audience Boost are able to extend their reach beyond Domain’s platform and target users across Facebook, Instagram and Google.
Speaking on this expanded pool of buyers, Nick Tubb, Meta’s head of financial services and real estate for Australia and New Zealand, said that the company’s commissioned research on real estate consumer habits showed that 48 per cent of users on Meta’s platforms sought insights from social media alongside traditional property websites when looking to buy a home.
Tubb emphasised the significant number of people turning to social media during the home-buying process in stating that Audience Boost then “uses AI to target these users with the types of properties we know they are looking for”.
After using the feature, Melbourne agent and auctioneer at Buxton Real Estate, Halli Moore, highlighted the effectiveness of the feature in today’s evolving media landscape.
“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,” Moore said.
Sam Taylor of Evans Properties in Brisbane spoke on the notable increase in listing views and enquiries he has seen, and stated that “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 further noted that using the feature has sparked interest from prospective buyers from outside of the area, who he said “may not necessarily have considered that area” but are “still enquiring”. Through this increased attention, he added that “more listing views or enquiries certainly leads to a better sales outcome”.
Domain’s general manager of product and agent experience, Danielle Harmer, shared the company was “thrilled to see such positive feedback from our agent partners”, highlighting that the responses reinforce Domain’s “commitment to adding value and streamlining digital marketing for agents”.
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