REA Group extends consumer personalisation tools to Ignite agents
The company says targeted prompts have increased agents’ use of Listing Bump by 250%, with its lifecycle program reaching about half of monthly active Ignite users.
By Quang Dinh
REA Group says it is applying consumer marketing techniques to real estate professionals on its Ignite marketplace, reporting a 250 per cent increase in agents’ use of the Listing Bump feature.
Suzie Scicluna, executive manager for lifecycle engagement, said the company was adapting approaches developed through interactions with more than 12 million visitors each month. She said agents were not always making full use of the products and services available to them.
For sales campaigns lasting four to six weeks, REA Group uses data about individual listings to find properties where agents have not used Listing Bump. It then sends prompts that direct those agents to the relevant tool within Ignite, rather than relying on general messages explaining features.
The company established its Lifecycle Marketing Centre of Excellence in 2019, giving its consumer-facing and business-facing marketing teams a shared operating approach. Its technology combines Tealium for customer data with Braze for engagement through email, push notifications and other channels.
Scicluna said the business-facing operation had fewer data signals than the consumer operation, but teams could reuse testing methods, frameworks and processes. The program now supports about half of Ignite’s monthly active users and drives around half of the platform’s high-value actions, she said.
Further expansion will involve automation. Scicluna said the team first tests a program’s value and establishes limits on content and contact frequency before allowing it to operate continuously.
