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Domain’s Australian-first audience offering helps boost listing views

Promoted by Domain
09 May 2024 | 5 minute read
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Agents listing properties on Domain will now reach an even bigger audience of potential buyers thanks to an innovative new approach to property listings.

In an Australian first, properties listed on Domain will automatically be promoted across display advertising and social media, extending a listing's reach and attracting even more buyers.

Agents on Platinum Edge, Platinum, Gold and Silver will benefit from the new Audience Boost feature when it is introduced on July 1 20241.

Domain already boasts a monthly audience of 6 million, including 1 million people who don’t visit our nearest competitor2, with the Audience Boost feature set to display listings to additional audiences across Facebook, Instagram and Google’s expansive and engaged networks.

"Adding Domain to a marketing schedule creates competition by reaching more buyers and our data shows the extraordinary effects of that on the final sold price," Chief Commercial Officer and Managing Director - Agent Experience, John Foong says.

"On average nationally a $1 million property sold for $36,600 more when Domain was included on the marketing schedule alongside our nearest competitor3.

"The addition of the Audience Boost feature is another way we are finding more buyers and adding more value for our agents to get the best outcome."

Meta’s VP & Managing Director, Australia & New Zealand, William Easton says with Australians spending more time on social media than ever before, it makes sense to surface property listings across Meta’s products.

“When Domain said they wanted to change the game by building a deeper connection between Domain’s listings and Facebook and Instagram's large and engaged audiences to reach high-potential buyers, we were proud to support their market leading innovation,” he says.

Domain’s General Manager of Product - Agent Experience Danielle Harmer says the added value being provided to agents and vendors is an exciting product development that will help better support their sales campaigns.

"We know almost all agents include social media or digital marketing in their property marketing campaigns. We also know that it takes agencies time and money to do this, Harmer says.

"That's why we’ve automated it and why it will be included as part of their paid listings subscriptions on Domain. Early insights from the pilot in Victoria have shown great results already with double-digit growth in property views and enquiries on Platinum Edge listings."

Director of Hodges Sandringham Angus Graham has been trialling the Audience Boost feature ahead of its official launch and says he's seen a significant uptick in listing views on Domain and enquiries as a result.

Graham, who uses Platinum Edge to sell properties in the sought-after bayside Melbourne suburb, says he's also seen an increase in the number of potential buyers attending open for inspections, something he attributes to increased visibility of his listings on Domain has been trialling the Audience Boost feature.

"Certainly just in the last week I've probably had better open numbers than I had had. And I think we're definitely seeing more enquiries from Domain … so it's a serious shift in what we've been used to”, he says.

"We always say that the more views you have, the more people you get through the front door, which in turn will lead to a better sales outcome."

1 Channels dependent on subscription tier. Only applicable on residential sale listings. Not applicable on rental listings or listings for residential land, vacant land, rural land, house and land estates, development opportunities, new developments, business or commercial properties.

2 Ipsos iris Online Audience Measurement Service May 23 to Jan 24 average, National, Age 14+, PC/laptop/smartphone/tablet, Text only, Domain Brand Group including Nine property pages, Realestate.com.au Brand Group, Homes and Property Category, Audience (000s) & Exclusive Audience (000’s)

3 Domain Internal Data and third-party data, Jan 23 - Dec 23 – calculation based on national average percentage increase of sold price over advertised price.

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