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Domain to offer a real estate marketing edge with new ‘Early Access’ product

Early Access, a new product from Domain, is designed to match high-intent property seekers to properties in close to 30 minutes after a sales authority has been finalised - acting as an additional touchpoint to the traditional sales process.

Domain has announced the launch of  Early Access, a tool they say will help agents build interest and demand for their vendor’s property before the traditional marketing campaign begins.

The product has been designed to add a touchpoint to the traditional sales process which can take some time between the agency agreement being signed and the listing being uploaded to the portals.

Using this product, agents can create an ‘Early Access’ alert for buyers by simply adding the property address, price, a short description and completing a few additional fields online.

The alert is then sent to high-intent property seekers who have indicated an interest in similar properties in the form of an Off-Market Property alert.

Interested property seekers will then be guided to a page showing the property location, attributes and prompts to contact the agent. 

This can all happen in as little as 30 minutes after the sales authority is completed and all the required documentation has been finalised and uploaded.

“One of the consistent challenges we’ve heard recently when speaking to agents is the ability to market properties faster.

“Early Access brings forward demand for a property to the very day the vendor commits to their selling agent to put more momentum behind the property from the very first step of the selling journey,” said Domain Group Director Commercial, Tony Blamey. 

Domain Group Director Commercial Tony Blamey

“The current market conditions have brought with it unfamiliar territory but Domain’s mission to be a property marketplace partner and inspire confidence, stands firm.

Blamey also noted that Early Access should play a big role in inspiring vendor confidence.

“Agents and vendors can gain good quality-price feedback in uncertain times by instigating high intent property seeker interest early. These insights then play a crucial role in understanding the market conditions to inform the broader marketing campaign once the property is officially listed.”

Joe Ledda, Director at Hockingstuart says he has already seen the benefits of Early Access and is positive about how it will help the Victorian agency and their clients. 

“Early Access helps us reach buyers we haven’t been able to reach before.

We’ve used it on a few properties already and one received 10 enquiries, and that’s even before it was listed,” said Ledda. 

“It really helps us open discussions with vendors around demand, as it allows all of us to see what the appetite is like before we actually go and market it. This really helps to alleviate vendor concerns around low buyer demand, which have been particularly strong during COVID-19.”

“We have a lot of properties that we’ve signed up but aren’t ready to be marketed because of the pandemic, but we’re planning on using Early Access for all our listings. As soon as we list it, our first stage will be to put it on Early Access and see what the feedback is before we start a full marketing campaign,” Ledda added. 

Domain Early Access is now available to agents of Domain in Victoria, NSW and Queensland. 

Agents can reach out to their Account Manager for further details.

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