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Selling a home is more complicated now than flyer drops and newspaper advertising, as marketing online has widened the pool of potential buyers.
The list of potential buyers that agents can target online is long, and with the unlimited scope of the internet, aiming for people you want to see a listing is complex.
There is the option for real estate agents to harness Google and Facebook to get their ads in YouTube videos and on social media. But the tech giants do not have the personalised data to track down the right eyes for your property.
Domain has taken a step to enhance online targeted advertising, and it has partnered with Google and Facebook to sharpen its ability to get agent listings in front of the right people.
It is part of Domain Extend, and it can amplify the traction that listings get on its website.
It gathers information from people who visit Domain and creates a unique profile. It can separate whether the user is looking for a family home in the suburbs or a professional who is after an inner-city apartment. Domain then combines this information with the data and the reach of Google, Nine and Facebook to make the right people see listings in the right property.
With the uncapped potential of online advertising, it is essential for businesses to think about the benefit of multi-channel approaches, Domain Group’s programmatic and ad-tech director Shannon Fitzpatrick told Real Estate Business.
“We understand when people go through their property journey they do research, and there are various channels to complement their research,” Mr Fitzpatrick said.
The relationship Domain has with Google is essential when it comes to getting properties in front of people who are actively searching for a home.
Short ads can be played on YouTube or social media videos, and they can influence buyers to explore that property further, he said.
Since it launched its pilot with Google at the start of 2019, Domain has been happy with the results.
“We have driven 375,000 views to listings, and we have had 2,600 inquiries,” he said.
With information from the pilot, the team at Domain has been able to figure out the best way to target buyers.
As technology takes a firm grip on the real estate profession and how business is done, Domain has made its platform simple, so it is easy to utilise the tool entirely.
“We have focused on creating a seamless experience for this product,” Mr Fitzpatrick said. “We are doing a lot of the heavy lifting.
“We are also able to generate automatic reports for agents so they can see how effective the advertising has been. This is part of our transparency of the product’s performance and the impact it is having on the listing.”
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