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An online real estate platform has launched an in-app video hub to boost engagement and help agents gauge buyers’ interest and their position in the purchasing journey.
The REA Group has introduced a new vertical short-form video feature to its app homepage, featuring content presented in a style similar to TikTok videos or Instagram Reels, all focused on different aspects of the industry.
The “Video Discovery Hub” will display a variety of content types, including dream home content, market trends, and insights from REA economists, which will be uploaded weekly.
It will eventually provide users with a personalised experience as they engage with content, and the algorithm will ensure that the featured videos remain relevant to the different stages of their property journey.
REA Group chief product and audience officer Jonathan Swift said the personalised service would allow agents to gain a better understanding of the needs of buyers, sellers and renters.
“We want to help property seekers build their confidence and make the most informed property decisions by having access to all the information they need in one place,” Swift said.
Swift added that the new video feature would alter the way the app’s almost 63 million monthly visitors would use its functions.
“We are creating a more interactive and dynamic user journey that aims to drive deeper consumer engagement.”
Swift said the short-form vertical video format, like on TikTok or Instagram, has grown rapidly and has been transforming the way audiences interact with digital platforms.
REA Group said that the Video Discovery Hub is just one of the features set to be introduced over the next 12 months, benefiting both agents and consumers.
The video feature is currently only available to iOS users, with a rollout planned for Android users in the coming months.
ABOUT THE AUTHOR
Mathew Williams
Born in the rural town of Griffith NSW, Mathew Williams is a graduate journalist who has always had a passion for storytelling. Having graduated from the University of Canberra with a Bachelor of Sports Media in 2023, Mathew recently made the move to Sydney from Canberra to pursue a career in journalism and has joined the Momentum Media team, writing for their real estate brands. Outside of journalism, Mathew is an avid fan of all things sports and regularly attends sporting events across Sydney. Get in touch at
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