Aussie real estate agencies are grappling with a digital paradox – wanting to own customer relationships while still relying heavily on third-party platforms for lead generation.
New research from Cotality surveying more than 1,100 property, banking and lending professionals across Australia and New Zealand reveals 77% are prioritising control of their digital footprint as buyer discovery becomes increasingly fragmented.
Yet the same survey shows agencies continue to concentrate advertising spend on third-party channels, with 58% using portal advertising and 52% advertising on Meta platforms like Facebook and Instagram.
“The survey shows strong interest in prioritising data ownership and customer interactions, with more variation in how it is realised in everyday operating decisions,” Cotality Chief Commercial Officer Lisa Jennings said.
“Agencies are balancing growth, cost pressures and day-to-day delivery, and digital decisions are often made alongside a range of competing priorities, even when the intent is there.”
One in three agencies now report publishing properties on their own website before portals, reflecting a deliberate shift to own the customer journey from the first touchpoint.
Ray White AKG is among the agencies taking this approach.
“Today’s customers expect speed and a genuinely personalised experience. That means agents need to own the entire journey, from the first touchpoint to the final decision,” Ray White AKG CEO Avi Khan said.
“When clients come to you first, engage with your content, and feel supported at every stage, trust is built naturally. It starts with controlling how and where your properties are presented, led by your own website.”
The research highlights a growing focus on digital communication, with over 70% of respondents identifying strengthening client relationships through more effective digital channels as a high priority for 2026.
Ms Jennings said agencies are paying closer attention to where discovery begins and how early customer interactions occur across different digital platforms.
“Understanding what content a customer has engaged with, and being able to respond with that context, is something we believe is important,” she said.
“We see that property intelligence, a CRM and lead nurturing tools need to work together. When these systems connect, this can help agencies gain clear visibility of their customer engagement and time their responses in a way that helps build stronger relationships.”
The survey results suggest a digital divide may widen in 2026, with some agencies making deliberate choices around listing order and campaign destinations while others are still navigating how those decisions could be applied in practice.
Fast Facts: Decoding 2026 report
- 77% of respondents stated they are prioritising the need to retain control of their digital footprint over third-party websites as buyer discovery becomes more fragmented.
- One in three agencies now report publishing properties on their own website before portals, reflecting a move to own the customer journey from the first touchpoint.
- Over 70% of respondents identified strengthening client relationships through effective digital communication as a high priority, emphasising the need for CRM and lead nurturing tools to work together.
