The property platform’s new swipe-style video feature could help agents attract more buyers, build trust faster, and drive a surge in inspection requests.
REA Group has announced the launch of an updated digital video hub, enabling agents to reach serious buyers early and secure the sale.
The online property listing platform will bring vertical videos to its app's home screen to increase agent engagement, with the new feature launching on 1 July.
The platform launched its personalised “Video Discovery Hub” in November, introducing a new TikTok-style way to consume property-related content.
From July, the hub will be expanded to showcase vertical property reels, mirroring the “swipeable scroll” way content is consumed across other social media platforms.
In addition to the new vertical video features, REA Group said the platform would use AI-modelling to create a personalised video feed for app members.
REA Group executive general manager – sales, Gerard Connell, said the introduction of vertical property videos on the app’s home screen would help agents garner more interest in their listings.
“We know serious buyers spend more time watching property videos and engage more deeply with content that lives on realestate.com.au,” Connell said.
“Property walkthrough reels offer a deeply engaging way to present properties in a manner that’s right for an agent’s brand and their vendors.”
Connell said that 60 per cent of buyers said video helped them build trust in the agent and made them more accessible.
“Immersive videos offer buyers a richer sense of a home before they step through the front door at an inspection and encourage them to return to a listing.”
“On average, listings with a video on realestate.com.au receive 43 per cent more inspection requests compared to those without,” Connell concluded.
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