Domain remains a critical platform for Australian real estate marketing, particularly in certain markets and demographics. Recent platform updates have practical implications for how agents should approach their Domain presence.

Recent Platform Changes

Domain has rolled out several notable updates.

Enhanced Agent Profiles

Agent profiles now support richer content:

• Video introductions
• Extended biography sections
• Portfolio showcase improvements
• Better review display
• Social media integration

These features help agents differentiate themselves beyond basic contact information.

Improved Analytics

The analytics available to agents have expanded:

• More granular engagement metrics
• Buyer behaviour insights
• Comparative performance data
• Lead quality indicators

Better data enables more informed marketing decisions.

Listing Management Updates

The listing creation and management interface has been refined:

• Streamlined upload process
• Better photo management tools
• Improved description editing
• Enhanced preview functionality

These efficiency improvements reduce administrative time.

Lead Distribution Changes

How leads are distributed has evolved:

• Better lead scoring based on engagement
• More context provided with leads
• Improved notification options
• Enhanced CRM integration

Understanding these changes helps prioritise lead response.

Strategic Implications

These updates suggest where Domain is focusing and how agents should respond.

Profile Investment Matters

Domain is clearly emphasising agent differentiation. Agents with complete, compelling profiles will receive algorithmic and presentation advantages.

Action: Audit your Domain profile. Add video if you haven’t. Ensure biography is current and compelling. Actively solicit and display reviews.

Quality Content Is Rewarded

Algorithm changes continue rewarding quality signals. Professional photography, complete information, and virtual tours receive better visibility.

Action: Don’t cut corners on listing quality. The cost of professional marketing is justified by improved platform performance.

Lead Response Time Is Tracked

Domain’s systems now track response performance more carefully. Fast responders receive better lead quality over time.

Action: Ensure notification systems deliver leads promptly. Implement response protocols that guarantee quick acknowledgment.

Mobile Experience Dominates

Platform updates increasingly prioritise mobile experience. Listings that display poorly on mobile face disadvantage.

Action: Review how your listings appear on mobile devices. Ensure photos are properly cropped and descriptions are readable.

Domain vs. REA Strategy

Most agencies maintain presence on both Domain and REA, but strategic allocation differs.

Domain strengths:

• Strong in certain Sydney markets
• Appeals to particular buyer demographics
• Quality positioning can be clearer
• Sometimes better value on premium products

Considerations:

• REA typically has higher traffic volume
• Some markets are overwhelmingly REA-focused
• Budget allocation should reflect audience location

Your Domain strategy should reflect where your buyers actually search, not assumptions about platform importance.

Maximising Domain Performance

Practical steps to improve Domain outcomes:

1. Complete your profile: Every field, every feature
2. Professional photography: Non-negotiable for visibility
3. Respond quickly: Speed affects future lead quality
4. Review analytics: Use data to inform decisions
5. Stay current: Adapt to platform changes as they occur

My Assessment

Domain remains a valuable platform despite REA’s larger market share. For certain properties, markets, and buyer types, Domain may actually be more effective.

The recent updates improve agent tools and emphasise quality. Agencies that adapt to these changes will extract more value; those that ignore changes will fall behind.

Don’t assume REA dominance means Domain neglect is acceptable. A comprehensive strategy addresses both platforms appropriately.

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Linda Powers advises agencies on portal strategy, including platform-specific approaches that maximise marketing return on investment.