REA Group has introduced a revamped property listing platform that prioritizes visuals at the heart of the initial enhancements. As the platform with the largest selection of properties for sale, realestate.com.au generates more than 2.4 billion image interactions each month from its listings. Beginning in late September, users can expect substantial updates, including larger image sizes, a new image tour experience, an AI-powered image data feature, and an enhanced brand presence for agents and developers.
These improvements are included in the 12-month rollout of realestate.com.au’s ‘NextGen listings.’ This launch aligns with a significant milestone, as more than 12 million Australians accessed the platform in August.
Engaging visuals take center stage in the new experience, with larger, high-resolution listing images providing a more detailed initial view of properties. The innovative ‘Tour the Property’ feature offers the most immersive media experience the platform has ever offered, promising to significantly enhance engagement with property images.
Available exclusively to Premiere+ customers, this feature is supported by user testing that confirms its effectiveness. Furthermore, the AI-enhanced image viewer employs machine learning to automatically identify specific property features in full-screen media, improving the discovery experience.
Melina Cruickshank, Chief Product and Audience Officer at REA Group, observed that consumers are demanding more from brands. They want companies to value their privacy and efficiency while offering solutions to their problems. The NextGen listings are specifically designed to meet these expectations and provide agents with a more valuable tool.
According to Cruickshank, REA Group’s consumer audience strategy focuses on expanding their membership base through personalized experiences. She notes that members are nearly five times more likely to submit inquiries that turn into valuable leads. Additionally, the homepage provides over 7.5 million personalized recommendations to users each day, enabling them to easily continue their property journey.
In the initial launch of the NextGen listings, the platform unveils a bigger dynamic hero image, a “Tour the Property” feature, an AI-powered image viewer with improved resolution, and new machine learning models embedded in the core experience.
Cruickshank highlights that realestate.com.au listings will see considerable changes over the next year. The updates introduced this week are just the starting point. The NextGen listings aim to foster deeper exploration and engagement, signaling the start of a new phase in digital property experiences.
