Both major property portals have made significant algorithm updates in 2025. These changes affect listing visibility, search ranking, and ultimately, how quickly properties sell.

Understanding these changes matters for every agent’s marketing strategy.

What Changed at REA Group

REA Group’s algorithm updates in early 2025 shifted emphasis in several ways:

Engagement weighting increased: Listings that generate saves, shares, and enquiries now receive algorithmic boosts. High-engagement listings appear more prominently in search results and recommendations.

Quality signals matter more: Professional photography, virtual tours, and floor plans now factor into listing quality scores. Higher quality scores mean better visibility.

Fresh content preference: Listings with recent updates—price changes, new photos, description updates—receive temporary visibility boosts. Static listings fade faster.

User relevance matching: The algorithm now better matches listings to specific buyer preferences and behaviour patterns. Generic listings that appeal to no one specifically underperform.

What Changed at Domain

Domain’s updates focus on similar themes with different implementations:

Location intelligence enhancement: Domain’s suburb matching now considers lifestyle factors, not just geography. Listings may appear in searches for suburbs the property isn’t technically in but is lifestyle-adjacent to.

Mobile optimisation scoring: Listings that display poorly on mobile devices see reduced visibility. Mobile-first design matters more than ever.

Pricing reasonableness signals: The algorithm appears to detect and potentially deprioritise listings with prices significantly disconnected from market reality. Overpriced listings may see reduced exposure.

Engagement velocity: New listings receive a visibility window; how they perform during this window affects ongoing visibility. Strong early engagement creates sustained advantages.

Practical Implications for Agents

These changes have clear implications for listing strategy.

Invest in quality content: Professional photography, virtual tours, and floor plans are no longer optional premium features. They’re requirements for competitive visibility.

Write for engagement: Listing descriptions that prompt saves and shares outperform generic copy. Include specific details that resonate with target buyers.

Price realistically from launch: Overpricing then reducing doesn’t work like it once did. Algorithms detect this pattern and may reduce visibility. Price right from the start.

Update listings strategically: Rather than letting listings sit static, plan meaningful updates that trigger freshness signals without appearing desperate.

Optimise for mobile: Review how your listings display on phones. If images are cropped poorly or descriptions are hard to read, fix the issues.

The Broader Trend

Both portals are moving toward quality-based visibility. The old model—pay for premium placement—is being supplemented by quality signals that reward well-marketed properties.

This benefits professional agents who invest in marketing excellence. It disadvantages agents who rely purely on paid placement without corresponding quality.

The message is clear: portals want quality listings because quality listings generate engagement, and engagement keeps users on their platforms. Align your marketing with this reality.

What Hasn’t Changed

Despite algorithm updates, fundamentals remain constant:

• Price is still the primary search filter. Algorithm optimisation can’t overcome wrong pricing.
• Location matters. Algorithms match buyers to locations, not magic properties into unrelated searches.
• Premium products still provide visibility advantages. Quality plus premium placement beats quality alone.

Algorithm changes create opportunities for agents who adapt and challenges for those who don’t. Neither portal is fundamentally changing how real estate works—they’re optimising for what already works better.

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Linda Powers monitors portal changes and their practical impacts on agency performance. Understanding algorithms helps agents make better marketing investment decisions.