The new platform, Discover, will expose buyers to a range of properties in other areas they may not have originally considered looking.
Buyers who might ordinarily confine their search to one part of a city could be prompted with properties in a different region or even a different city.
According to REA Group, agents will now receive extended exposure through Discover, at no additional charge. For example, property hunters looking in suburbs like Prahran, will also be showcased properties in Richmond, Windsor, Fitzroy and Collingwood that all match the property seekers’ criteria, with the belief that suburbs once thought of as ‘ugly’ will start to see a resurgence.
Executive manager of marketing media Raj Jayarajah said realestate.com.au wants to develop innovative products that provide further exposure for agents.
“Discover allows agents to have their listings exposed to property hunters that are looking for a lifestyle as well as the perfect property,” he said.
“By showcasing the listings of agents to a wider audience, we believe it will extend their target market reach and make them think differently about suburbs they had never considered.”
REA Group said Discover is the first of an array of products that it will launch in the coming months.
[Related: REA posts massive annual profit]