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REA Group’s new CRM integration lifts the lid on buyer behaviour

By Kyle Robbins
14 July 2023 | 11 minute read
simon hope REA Group reb zlls1y

The new feature is expected to enhance agents’ lead-nurturing capabilities by providing insight into a buyer’s readiness to purchase.

REA Group’s new residential agency CRM integration feature works effortlessly with VaultRE, the industry’s leading CRM solution acquired earlier this year by MRI Software, to maximise listing campaign performance by directly channelling insight into buyer behaviour into the VaultRE software.

MRI Software is one of the first proptech providers in the real estate industry to leverage REA Group’s API, with the service expected to provide thousands of leads to thousands of MRI Software clients across the country.

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REA Group executive general manager customer product, Simon Hope, explained: “Lead enrichment is designed to provide agents with a much deeper understanding of how engaged a buyer is, where they are on their property journey and ultimately their readiness to buy.”

He believes the offering “helps agents prioritise and optimise the way they nurture a lead, as well as providing rich campaign insights to their vendors”.

“We’re really pleased to be working with VaultRE,” he added. “As the leading CRM provider for Australian real estate agents, we recognise the value of software providers to many of our customers, and we look forward to fostering a successful relationship.”

Adam Campbell, director and industry principal, enterprise and franchise CRM solutions for MRI Software Australia, credited the REA Group for “making its data accessible in this way”.

In his view, it “means more Australians with a high propensity to buy are closer to finding their next investment or home through our VaultRE clients”.

“It’s another great example of the advantage of different technologies working together within one agency to create faster value to market,” Mr Campbell concluded.

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