Property marketing platform Realty.com.au this week hit 2 million posts and over 200 million social media impressions since launching over three years ago. The platform is set to hit an extraordinary 3 million posts in less than six months and its been achieved with a very limited marketing budget proving the effectiveness of marketing on social media.

The distribution platform has been developed to disrupt the traditional portal space.   “We have flipped the traditional model by delivering available properties to where people are – on social – as opposed to having them visit a portal”. said Realty founder and CEO Troy Rushton.

Agents and property managers have the benefit of property promotion on a listing portal and simultaneously having the property displayed on relevant social media pages in the local area within seconds of the property becoming available for sale or rent.

This is possible only because Realty.com.au owns and controls almost 1,000 geo-mapped social media pages, covering more than 11,000 suburbs across Australia. This unique delivery method, pioneered by Realty, is a world first.   Agents on Realty have been able to capitalise on changing market conditions as the market moves from being driven by sellers to one where buyers are in hot demand and can dictate terms.

“We have been able to attract both active and passive buyers to the platform and in turn provide thousands of early buyer leads to agents” said Rushton.

Launching a platform to rival the major portals is ambitious and high risk, but this is exactly where Troy Rushton, founder, saw the opportunity.

“We identified a number of shifts in property marketing, with local letterbox distribution becoming less effective and the cost of traditional portal marketing increasing, we recognised that social media could be a more effective channel for Agents to reach targeted buyers”

So we developed a frictionless distribution platform that integrates with more than 50 CRM’s to reach targeted buyers on social media and search engines instantly, using data-driven propensity modeling to deliver an agency branded digital DL, automatically” 

The Digital DL flips the traditional portal marketing model on its head and allows agents to reach targeted buyers demographically and geographically in real time within seconds after a portal push from their CRM” Rushton said.

With listings from more than 60,000 Agents being distributed through the realty.com.au network, Head of Programming and Content – Kevin Turner explains why creating engaging automated content is the core of their business model.

“We live in a world where so much is automated, and yet, people still expect, and very much need a personal service especially when they are about to undertake one of the most important transactions of their life – buying and/or selling a property” he explains.

“So, we knew we needed to create an engaging automated marketing service, that freed up the agent’s time enough, to allow them to focus on providing every client that much needed personal service,”

On average, each individual property page sees between 100 – 500 views from prospective leads that the Agent can then engage with and nurture to grow their brand and business.”

“With the market heading the way it is, it is more important than ever for agents to build their profiles and deliver exceptional service which is where Realty.com.au can help them shine, all in the one platform.” Turner  concludes.