Australia’s number one address in property, realestate.com.au, today unveiled a first-to-market experience that integrates video content into the realestate.com.au app home screen and aims to capture the attention of ‘property dreamers’ and early-stage property seekers.
Available to iOS users, the short-form vertical video content is a new way for property-obsessed Australians to consume the latest property news, expert analysis and market insights.
More consumers are turning to realestate.com.au than ever before in their property journey, with a record 12.8 million people visiting the platform in August 1.
The realestate.com.au app remains Australia’s number one property app and attracts more than 63 million monthly visits on average.
REA Group Chief Product and Audience Officer, Jonathan Swift, said the launch of realestate.com.au’s video discovery hub on the app home screen is an exciting milestone in the transformation of its consumer experience.
“We are creating a more interactive and dynamic user journey that aims to drive deeper consumer engagement, and we’re really excited to bring social media-style video content into our core offering,” he said.
“Immersive, personalised experiences on realestate.com.au are engaging consumers in completely new ways, which underpins the value we provide to real estate agents by helping them better understand the needs of buyers, renters and sellers.
“We have big ambitions to set a new benchmark in digital property experiences globally, so it’s important we can meet consumers and the broader property industry where they’re at. Short-form vertical video content, like what you see on TikTok or Instagram, has seen exponential growth and is fundamentally changing how audiences are engaging with digital platforms.”
From today, all iPhone users on iOS 18 or later can download the latest app and discover the latest videos by swiping through in a carousel format to explore market trends, hear from realestate.com.au economists or enjoy dream home content.
New videos will be uploaded every week, and over time, the experience will become more personalised to each user, supporting them with content relevant to where they are at their property journey.
“We want to help property seekers build their confidence and make the most informed property decisions by having access to all the information they need in one place, on realestate.com.au,” Jonathan said.
The launch of the video discovery hub is the first step in an exciting program of work to embed video throughout the realestate.com.au experience with a range of new features for both consumers and real estate agents set to be released over the next 12 months.
Android users will receive the app update in the coming months.
