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REA Group has deepened its investment in proptech provider IMMERSIV, a 3D visualisation platform designed to help buyers explore off-the-plan properties in immersive detail.
The platform allows prospective buyers to navigate large-scale masterplans, walk through interior layouts, and customise finishes in a high-fidelity, virtual environment. The additional capital injection is expected to accelerate IMMERSIV’s expansion across Australia’s residential development and smart city sectors.
IMMERSIV’s clients include property developers, project marketers and government-led urban innovation initiatives, with REA Group eyeing further product integration alongside realestate.com.au.
REA Group chief product and audience officer, Melina Cruickshank, said immersive technology was increasingly shaping the future of digital property experiences.
“One of the most exciting developments in AI-powered immersive technology is its potential to transform the consumer experience. We’ve been really impressed by the team at IMMERSIV and the way they are solving a critical challenge in the new homes market.
“Buyers today seek more clarity before committing to off-the-plan purchases, and IMMERSIV delivers that by letting them step into their future home. As property developers and agents look for new ways to connect with buyers, we see a real opportunity to change the way projects are launched and sold.”
Cruickshank added that the evolution of realestate.com.au listings would prioritise richer visual content to meet shifting consumer expectations.
“We know the next generation of property seekers want imagery and video at the core of their property experience. As the evolution of realestate.com.au listings continue, we look forward to working closely with IMMERSIV to unlock new opportunities for growth and product integration.”
The move marks a continued push by REA Group into AI and spatial technology as it sharpens its digital edge in the competitive new homes market.
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