Group launches ‘augmented reality’ technology

After 12 months of fine-tuning, Starr Partners will this week launch an industry-first that will blur the lines between print and digital marketing.

As winners of last year’s Real Estate Business Award for Innovation, CEO of Starr Partners Doug Driscoll revealed the service will be ready to roll-out later this week.

“We’ve implemented augmented reality to all of our listings, which is a pretty big change. We were piloting it 12 months ago but we’ve gone from that to implementing it through the business as a whole,” he said.

Mr Driscoll describes augmented reality as "blurring the lines between the real and the digital world" by revealing a digital layer on top of real-world listings when viewed on a smartphone or tablet device.

“Brochures, signboards, newspaper templates or window cards; with our new app you can view any of those things through your smartphone and see more information, including things like 4D floor plans,” said Mr Driscoll.

But Starr Partners hasn’t developed this because it’s a marketing gimmick; Mr Driscoll is a big fan of watching the consumer space.

“We’re constantly looking at consumer behaviour and trends, and this is where we base our innovation. We don’t just think ‘Hey, this is a good idea’ and invest time and money into developing something and hoping others follow – we’re not Apple or Google," he said.

“The beauty of our group is that we’re nimble, so we can come up with these ideas and actually get them off the ground quickly.

“Other real estate companies have who knows how many layers of people, and we have a very flat hierarchy.”

Starr Partners has undoubtedly set the wheels in motion to defend its title as Australia’s most innovative real estate company.

“Will it help sell property faster? Probably not," said Mr Driscoll. "But will it help our agents list more property? You bet.”

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