The agent had a choice: spend another $3,000 on portal upgrades for a failed listing, or try something different.
She chose different– and won, finding her buyer outside the postcode for top dollar within days.
As privacy laws tighten and portal costs rise, agents building permission-rich databases today will dominate tomorrow’s market.
Everyone else will pay premium rates to chase a shrinking pool of leads.
That Queensland Century 21 agent’s success wasn’t luck.
It was the result of owning her data rather than renting it from others.
Barrie Bowles, Digital and Data Director at View Media Group, has been tracking the convergence of these forces for months.
His assessment is clear: “We’re already in the thick of it.”
The Privacy Wave is Building
Last year, the federal government considered 116 proposed amendments to the Privacy Act – the first major overhaul since 1988.
Some were adopted, but with a new Privacy Commissioner commencing in October 2024, with a mandate to tighten data rules, there is a clear signal of intent to push through further changes.
But, regulation is only part of the story.
Consumers have become savvier about scams and data misuse.
They share details only with brands they trust, and they’re increasingly willing to withhold consent.
“People are becoming more educated, and the more educated they are, the more protective they become about sharing their data,” Bowles said.
The implication for real estate marketing is stark.
When third-party cookies disappear and consent becomes more difficult to obtain, agents who own extensive first-party databases will have greater opportunities to sell more homes and achieve better sale prices.
Everyone else will find themselves chasing the same pool of buyers, especially ones principally sourced from the portals.
Bowles puts it simply: “We must have a data strategy, and we must always be measured and in control, but at the same time, it’s not about what we could do with user data – it’s about what we should do.
“We must be efficient and effective, while also being considerate and compliant.”
The Difference Between Renting and Owning Data
The Century 21 case study illustrates the power shift in action.
Instead of upgrading portal listings again, the agency uploaded its existing contacts to view.resi’s Acquire platform.
The system built look-alike audiences that mirrored past enquirers, ignored postcode borders for targeting, and served ads to prospects who had previously shown interest, or looked like those who did.
“Acquire drives users back to the agency website, so that you own the lead, and the lead is yours to have conversations with,” Bowles explained.
Within days, the agent secured an out-of-area buyer who paid at the top of the price guide.
That outcome was possible because the agency controlled the entire customer journey.
When prospects clicked ads, they landed on the agency’s website, not a portal.
When they submitted enquiries, the data flowed into the agency’s CRM, with permissions controlled by the agency to speak with the potential buyer in any way appropriate.
When new privacy rules give consumers greater power to delete or withhold their data, that ownership becomes critical.
Agents can adapt consent forms, make the most of existing contacts, and continue remarketing and engaging on other opportunities, without needing a portal’s permission.
The Data Strategy
VMG’s Acquire platform demonstrates how sophisticated data targeting works in practice.
Bowles outlined the three-tiered approach:
First-party data forms the foundation – the contacts agents have captured directly through their own marketing efforts.
This is the most valuable and compliant data source, on which the Acquire platform builds and expands to create targeting within audiences.
Platform data comes next – leveraging the targeting capabilities of Meta (Facebook and Instagram) and other advertising platforms and systems to find look-alikes and in-market, successful enquirers.
Third-party insights provide the final layer – additional signals that help identify high-intent prospects, though this layer faces the greatest regulatory pressure.
“The larger the database, the more effective campaigns become,” Bowles said, emphasising why collaboration within agency networks amplifies results.
Your Three-Step Action Plan
Bowles’ playbook for agents starts with an audit.
Map the path every buyer and seller travels between an ad click and your CRM.
Ensure the landing page, form fields, and privacy notice work for you, driving leads to you that you can manage and control.
Agents who clearly communicate the advantages of their marketing strategies are better positioned to manage marketing campaigns for vendors, potentially with partners such as Acquire.
This allows them to generate interest, enquiries, and value, directing traffic back to their website.
Next, clean what you already have.
Many CRMs hold email addresses that haven’t opened a newsletter in years.
Deleting dormant contacts enhances deliverability and mitigates legal risk as stricter retention standards are implemented.
Work with your legal counsel now to ensure new sign-ups meet tomorrow’s consent requirements.
Set up automated re-engagement campaigns for contacts who have gone quiet – then delete the ones who remain silent.
Finally, collaborate within your network.
Agents often amass and protect databases, but privacy-compliant data pooling enables campaigns to target larger look-alike audiences for the same budget.
Share anonymised lists inside your agency and through your marketing platform to find buyers no portal can see.
These strategies empower you to control and use leads and contacts generated through your own marketing efforts.
This independence prevents reliance on portals that dictate the terms of contacting their lead referrals, placing you firmly in charge.
The Automation Advantage
These checks and balances don’t require a degree in computer science.
Platforms like Acquire automate the heavy lifting: uploading hashed contact lists, matching them against real-time intent signals, and driving prospects back to assets the agency controls.
The white-label approach means that every campaign reinforces the agency’s brand, not that of the technology provider or the platform.
Agents get enterprise-level targeting sophistication without the enterprise-level complexity.
What the technology cannot automate is strategic intent.
Agents must decide that every marketing dollar will feed their own asset first.
Three Things You Can Do This Week
The transition to first-party data ownership starts with small, immediate actions:
Audit your current consent language with your legal team.
Ensure that every appraisal request includes an opt-in tick box for future marketing communications.
Calculate what percentage of your enquiries come from your own website versus portals.
Heavy portal dependence creates vulnerability to pricing changes and policy shifts.
Set up automated re-engagement campaigns for contacts who haven’t opened an email in the past year.
Give them a chance to re-opt in with fresh, valuable content – then delete the non-responders.
These actions position you within the broader view.resi ecosystem that helps agents own their data, find more buyers, and secure their next vendor through strategic data ownership rather than platform dependency.
The Competitive Divide
Bowles’ forecast acknowledges the challenging reality ahead.
Privacy regulations will continue to tighten, portal fees will remain high or likely rise further, and consumers will not retreat from newly won privacy rights.
Building a clean, permission-rich database is therefore no longer a marketing edge – it’s a matter of operational survival in an industry where data ownership determines market access.
In 12 months, there will be two types of agents: those who own rich, permission-based databases that fuel efficient campaigns, and those who are paying premium rates to chase the same churning pool of portal leads.
The window to choose your category is closing.
For Australia’s real estate agents, the daily application remains straightforward: every marketing dollar should build an asset you own, every enquiry should strengthen your database, and every campaign should reduce your dependence on rented audiences.
“We’re trying to future-proof these businesses,” Bowles said.
“The earlier you start on this journey, the better. We want to make sure you’re not just compliant, but that you’re really fit for purpose – ready to go and optimised to make the most of what’s coming.”
The agents who act now will ride the wave.
Those who wait will be swept away by it.
Ready to Own Your Data?
The shift to first-party data ownership doesn’t have to be overwhelming.
VMG’s view.resi solutions – including the Acquire platform – are designed to help agencies of all sizes build robust, compliant data strategies that drive real results.
Whether you’re a two-person boutique or a major franchise network, the fundamentals remain the same: capture your own data, nurture it effectively, and use it to find your next buyer and vendor.
Want to learn more about building your first-party data strategy?
Contact the view.resi team to discover how view.resi can help you own your data, find more buyers, and secure your next vendor – all while staying ahead of the privacy wave that’s reshaping real estate marketing.
Find out more: https://view.com.au/viewresi/
Privacy and Legal Disclaimer
The data management strategies discussed in this article involve the collection, use, storage and sharing of personal information, which is regulated under Australian privacy law, including the Privacy Act 1988 and Australian Privacy Principles.
Before implementing any data strategies mentioned in this content, readers should obtain independent legal advice to ensure compliance with all applicable privacy laws and regulations.
Key considerations include:
Data sharing between agencies or with third-party platforms requires explicit, informed consent from individuals and may involve cross-border data transfers that trigger additional disclosure requirements.
Uploading contact lists to international advertising platforms constitutes overseas data transfer and requires appropriate privacy notices and potentially specific consent.
Re-engagement campaigns must include clear opt-out mechanisms and cannot rely on implied or soft consent under Australian privacy law.
Database collaboration strategies must comply with Australian Privacy Principles regarding data sharing and secondary use of personal information.
Elite Agent, View Media Group and the article author accept no responsibility for privacy compliance issues arising from implementation of strategies discussed in this content. Readers are solely responsible for ensuring that their data practices comply with all applicable legal requirements and for obtaining appropriate professional advice before proceeding.
This content is for general information purposes only and does not constitute legal, privacy or compliance advice.
