The revamped Audience Maximiser by Realestate.com.au offers agents greater autonomy and improved targeting capabilities
Realestate.com.au introduces a revamped version of its audience extension product, Audience Maximiser, placing enhanced control in the hands of agents. The latest iteration shifts from an impressions-based package to a click-based package, seamlessly integrated into REA Group’s customer self-service platform, Ignite.
Focusing on conversion performance, the updated Audience Maximiser aims to drive high-intent actions to agents’ listings, prioritizing quality over quantity to attract the right buyers promptly. Offering more customer value at the same price point, the enhanced product allows flexibility to add additional postcodes beyond default targeting and features an Inspection Boost option to promote upcoming inspections. Additionally, it introduces the Sold Boost feature, specifically targeting potential sellers.
Melina Cruickshank, Chief Product and Audience Officer at REA Group, highlights the strategic significance of Audience Maximiser in extending the reach off-platform, resulting in a remarkable 66% increase in campaign listing views. She emphasizes the platform’s readiness for forthcoming privacy law reforms, leveraging sophisticated first-party data capabilities developed over six years with privacy as a paramount concern. The enhanced Audience Maximiser eliminates the need for third-party cookies, ensuring targeted campaigns reach the right buyers while prioritizing consumer privacy and personalization.
Angela Paranchi, Group General Manager of Ray White Lower North Shore, attests to the effectiveness of the new Audience Maximiser, noting a significant increase in property views and seller leads. Paranchi underscores the platform’s precision targeting capabilities, coupled with robust campaign reporting through Ignite, enabling agents to confidently reach the right audience across various websites, social media platforms, and apps.
Realestate.com.au’s revamped Audience Maximiser empowers agents with unparalleled control and precision targeting, ensuring listings receive maximum exposure to the most relevant audience, ultimately enhancing sales outcomes and driving seller leads.
