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How to out-prospect your rivals

09 December 2015 | 1 minute read

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Real estate agents have been given a valuable new tool to win over vendors before they’ve even decided to sell.

At any one time, roughly five per cent of property owners are actively transacting in the market. And as we know, they didn’t make the decision to buy or sell on impulse. They will often spend months, sometimes years, before taking that step.

The challenge for agents looking to sustain and increase their business, has long been understood – how do you capture this tiny percentage of the active market? As a result, agents have become experts in tracking and engaging with people actively thinking about buying or selling property.

But is focusing on people’s immediate needs the right strategy in today’s crowded marketplace? After all, by the time clients have made the decision to enter the market, a majority will have already made a decision about which agents they would like to work with.

The key to becoming their preferred agent is to influence and add value to clients before they even actively want to sell their property. It’s a fundamental shift from being the ‘hunter’ to a ‘farmer’, and making ‘your’ market without spending hours on the phone chasing cold leads.

Building your brand as the local expert

To do this, leading property research portal has released the first of its premium products targeting agents who want to connect and add value in your community, farming the goodwill and referrals from people at early stages of the buying cycle.

The new product, called Local Agent, comes as an addition to the website’s Free Listings. It provides an opportunity for agents to exclusively position themselves in front of a unique audience of vendors, property owners and investors downloading more than 3 million property reports every month.

Andy Antonini, Chief Operating Officer at, says: “No one else is offering this today. We’re offering one sales agent and one property manager an exclusive position at the top of a suburb’s property reports, the ‘Find an Agent’ section of the website and the popular suburb and property email alerts.”

Reinforce your expertise with data-rich content

“Our ongoing customer research suggests our users crave content, so we’ve designed the product to provide agents much more than the exclusive position across key areas of our website. Agents will receive monthly Suburb Statistics Reports and content to share and reinforce their expertise with prospects and clients,” Mr Antonini adds.

“By using the campaign tracking, agents will also have exclusive insight into the volume of property reports downloaded in each suburb, the number of homeowners, investors and vendors looking at their details and sending requests as part of our campaign reporting.”

Engage at the early stage of research

Successful real estate agents don’t just wait until vendors and landlords walk through the door. They ‘make their market’ by rapidly networking and prospecting, and it’s becoming increasingly apparent that the ideal lead is not the customer actively looking to transact, but the one who hasn’t even made up their mind yet.

Booking to be the Local Agent is effortless. Simply log in to your account online, or contact our Agent Services Team to help get you set up in less than five minutes. During this launch phase, one suburb will cost just $99 per month for a three-month period, ensuring a single lead will significantly return on investment.

Launch offer. Book now to get December free. Learn more


How to out-prospect your rivals
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ABOUT THE AUTHOR is Australia’s most transparent and comprehensive real estate portal, empowering consumers to make informed property decisions by providing them with free access to information. More than 1.8 million unique visitors search for listings and view in-depth property data every month, making it Australia’s third most popular real estate platform. is the flagship consumer offering of Onthehouse Holdings (ASX:OTH), the 360-degree property market services group that provides comprehensive real estate agency solutions, information and analytics services. All of the Onthehouse Holdings businesses together help more than half of Australia’s real estate agencies, as well as being used by financial institutions and other property-related professionals.

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