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REA Group delivers data-enriched buyer leads to MRI Software real estate agency clients with new CRM integration

REA Group has launched a new residential agency CRM integration feature that helps agents nurture leads by providing insight into buyers’ readiness to purchase a home.

The new API works seamlessly with MRI Software’s VaultRE, an industry-leading CRM solution the proptech acquired earlier this year, to maximise listing campaign performance by directly channelling insight into buyer behaviour into the VaultRE software.  

So far the CRM integration feature has helped more than 2700 MRI Software clients generate almost 272,000 realestate.com.au data-enriched buyer leads since going live only two months ago. 

Powered by realestate.com.au data, the new feature rates buyers on their likelihood to purchase, enabling agents to nurture leads by better understanding a buyer’s readiness to purchase as they move through their property journey.  

REA Group Executive General Manager Customer Product Simon Hope said the integration with MRI’s VaultRE solution is an excellent example of how REA is harnessing its data’s power to deliver more value to agents.

“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 said.

“This premium 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. As the leading CRM provider for Australian real estate agents, we recognise the value the software provides to many of our customers, and we look forward to fostering a successful relationship.”

MRI Software Director and Industry Principal Adam Campbell said the collaboration offered greater value to agents, vendors and buyers.

MRI Software Director and Industry Principal Adam Campbell.

“Credit to REA Group for making its data accessible in this way; it means more Australians with a high propensity to buy are closer to finding their next investment or home through our VaultRE clients,” he said.

“It’s another great example of the advantages of different  technologies working together within one agency to create faster value to market.”  

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