REA Group ignites new lead management feature to offer agents greater insights

REA Group has announced a new lead management feature designed to offer agents deeper insights into audience behaviour.  

According to REA, the launch of Lead Enrichment for residential customers will empower agents with more insight into audience behaviour than ever before.

The Lead Enrichment feature will be available within REA’s user-friendly app Ignite, and will help agents better understand a potential buyer’s behaviour throughout their property journey, resulting in more effective lead management.

REA Group General Manager Residential and Customer Platform, Simon Hope, said the ultimate goal of the new feature was to make it easier for agents to prioritise workloads and respond to buyer inquiries.

“In March, reached over 13 million Australians, that’s almost two thirds of the country’s adult population,” Mr Hope said. 

“We’re focused on providing value for our customers and we’re driven to understand our audience’s behaviour. 

“Sharing this insight ultimately helps our customers prioritise and have great conversations with prospective buyers.

“All buyer inquiries are valuable, but Lead Enrichment within Ignite helps inform customers about where we believe a buyer sits in their property-seeking journey, how engaged the buyer is in particular properties and finally, how engaged they are with the agent’s specific property.

“The feature provides agents with a deeper understanding of buyer needs, allowing them to provide an exceptional tailored experience for buyers.”

Lead Enrichment is available to agencies on the new Premiere All 60 contract within the Ignite app. REA customers have until June 30 to sign up and access this new feature.

Ignite provides agents with tools including the latest insights on campaigns, the ability to respond to buyer inquiries and assistance managing a personal brand, all conveniently within the one user-friendly platform.

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Daniel Johnson

Daniel Johnson was the news editor for Elite Agent. He worked with the company from February 2020 to June 2020. For current stories, news alerts or pitches, please email

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