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REA takes things digital, arming its platform with a new 3D technology in a bid to increase consumer engagement, announcing the acquisition of a global proptech brand.
REA has announced the acquisition of Planitar Inc, a software platform that uses AI to produce immersive 3D tours using floor plans and property measurement data.
Planitar’s camera and software platform iGUIDE, based in Ontario, Canada, utilises LiDAR and 360-degree imagery to map both property interiors and exteriors, converting the dimensions into a digital rendering.
iGUIDE then uses the data to create a virtual replica, or a “digital twin”, of the property using the collected data.
Once a digital twin of the property has been modelled, users gain access to an interactive floor plan that enables them to virtually walk through the space and take custom measurements, providing consumers with a more comprehensive understanding of the property.
The technology has been used by real estate professionals in over 50 countries worldwide, with the system achieving success in Canada, where more than 25 per cent of properties sold in 2025 featured an iGUIDE.
REA group CEO Owen Wilson said that bringing the technology to Australia formed part of the brand’s plan to accelerate its consumer strategy.
“This type of spatial mapping technology instils confidence and helps property seekers make more informed decisions while also providing agents and vendors a way to differentiate their property to secure the best outcome.
Wilson said that while fewer than 5 per cent of property listings currently feature a 3D tour, the numbers are expected to increase in the coming years.
“Interactive content and video will become the standard for property marketing in the coming years and already we’re seeing the positive impacts more immersive experiences are delivering for property seekers and real estate professionals,” Wilson said.
According to Wilson, the proposed acquisition will enable REA to expand its current video capabilities, driving consumer engagement and delivering leads to customers.
iGUIDE co-founder and CEO Alexander Likholyot, who will transition into a strategic adviser and director role with REA following the acquisition, said that the two businesses shared a vision for data and delivering information.
“It was clear after we started discussions last year, REA was the right fit for our business and we’re delighted to be joining the group,” Likholyot said.
The iGUIDE management team will be led by incoming iGUIDE CEO Jarrad Morden, who said that the combination with REA would enable the company to establish a strong presence in the Australian market.
“This is an exciting milestone for iGUIDE and an opportunity to expand our reach with the support of a global leader in digital property experience,” Morden concluded.
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