REA Group recently unveiled a new integration feature for its residential agency CRM, which has already made a significant impact in the Australian market. In just two months since its launch, the feature has assisted over 2,700 clients of MRI Software in generating nearly 272,000 buyer leads enriched with data from realestate.com.au.
The latest API developed by REA seamlessly integrates with VaultRE, an industry-leading CRM solution acquired by MRI Software earlier this year. By directly channeling insights into buyer behavior into the VaultRE software, this integration aims to optimize listing campaign performance.
MRI Software is among the first proptech providers to leverage REA’s buyer lead enrichment API with its VaultRE CRM solution. By harnessing the power of realestate.com.au data, this new feature assigns ratings to buyers based on their likelihood to make a purchase. It empowers agents to nurture leads effectively by gaining a better understanding of a buyer’s readiness to buy throughout their property journey.
Simon Hope, Executive General Manager Customer Product at REA Group, expressed enthusiasm for the integration with MRI’s VaultRE solution. He stated that it exemplifies how REA leverages its unparalleled data to offer increased value to agents. The lead enrichment feature aims to provide agents with deeper insights into buyer engagement, their position in the property journey, and ultimately, their readiness to make a purchase. This premium offering enables agents to prioritize and optimize lead nurturing while providing valuable campaign insights to their vendors.
Simon added, “We are delighted to collaborate with VaultRE. As the leading CRM provider for Australian real estate agents, we recognize the value their software brings to many of our customers, and we anticipate a successful partnership.”
Adam Campbell, Director and Industry Principal of Enterprise and Franchise CRM solutions for MRI Software in Australia, commended REA Group for making its data accessible in this manner. He emphasized that it brings Australians with a high propensity to buy closer to finding their next investment or home through the VaultRE clients. This collaboration showcases the advantages of different technologies working together within a single agency, resulting in faster value to the market.
