realestate.com.au linked to nine in 10 home buyers

New PropTrack analysis shows realestate.com.au attracted the eventual buyer for nine in 10 homes listed on the platform that later sold, according to REA Group. The finding is based on more than 1.3 million Australian property sales assessed using a new buyer impact model.

PropTrack, REA Group's property data business, produced the analysis using an AI-based model that reviewed billions of consumer interactions with listings and property pages on realestate.com.au and property.com.au. It then matched those interactions with national property sales data to identify which properties sold and whether the eventual buyer had engaged with the listing on the platform.

The model covered Australian properties sold between August 2023 and November 2025. Deloitte reviewed and validated the methodology and findings, which REA Group described as the first independently verified property buyer impact claim of its kind in Australia.

The result gives the group a new data point in its long-running effort to show agents and vendors that advertising on its portal has a direct connection to completed transactions, rather than simply generating online traffic or enquiries.

REA Group Chief Commercial and Marketing Officer Kul Singh said the figures reflect the platform's reach with buyers and sellers.

"Deciding to sell your home is one of the biggest life decisions a homeowner will ever make, and vendors and their agents can be confident that there are more buyers on realestate.com.au than anywhere else. Our market-leading audience of 12.7 million monthly visitors underpins the value of listing with us, and this new data takes it a step further. For the first time, agents have measurable evidence to demonstrate to vendors that the sale of their home can be directly linked back to the impact of their realestate.com.au advertising campaign," Singh said.

He also pointed to broader agent sentiment and lead generation on the portal.

"Nine in 10 agents recommend realestate.com.au, and our customers have long told us that the majority of their leads come from our platform. PropTrack's new Buyer Impact Model now provides data-backed evidence that our role in the market goes beyond advertising. realestate.com.au genuinely helps move property, driving superior results for Australia's real estate agents, project marketers, their clients, and vendors.

"We see a predictable pattern of behaviour as consumers move from browsing to finding 'the one'. Beyond enquiries and views, the model maps and analyses 25 distinct behaviours, including engagement with immersive content, listing saves and shares, agent contact reveals, and inspection actions. On average, the eventual buyer spends almost seven cumulative hours with a listing and views 28 times more property images than non-buyers. This deep understanding of audience intent enables us to build property experiences that consumers trust and prefer, and connect our customers with the highest-intent buyers at exactly the right moment," Singh said.

How it works

According to REA Group, the model tracks a range of signals beyond simple page views. These include saves, shares, interactions with richer listing material, agent contact reveals, and inspection-related actions. This is intended to identify patterns in behaviour as buyers move closer to a transaction.

One of the model's more specific findings was that the eventual buyer spends almost seven cumulative hours with the listing and views 28 times more property images than non-buyers. REA Group says this activity helped distinguish serious purchasers from casual browsers.

The work also draws on the scale of the company's property database. REA Group said five million Australian properties are now being tracked by their owners on the platform, providing another source of information that can be matched with audience activity and sales records.

PropTrack Executive General Manager Kris Matthews said the dataset was central to producing the findings.

"To model buyer presence at the point of sale with this level of confidence, you need a critical mass of listings that sell, and audience depth sufficient to observe the full behavioural arc of a genuine purchase decision. This is one of our unique points of difference. No one else can match this data to the scale of REA Group," Matthews said.

He said artificial intelligence reduced the time needed to complete the analysis.

"The aim of the analysis was to demonstrate the true value of listing with realestate.com.au and how this impacts a property sale. To do this, we looked at the total market, as well as specifically narrowing to properties listed on our platform. AI is the key accelerator of this kind of data analysis. Without it, building a model like the PropTrack Buyer Impact Model would take years, not months," Matthews said.

Limits of scope

The model applies to properties listed on realestate.com.au and sold during the study period. It excludes unsold listings and does not include viewing activity on third-party platforms. REA Group noted that buyers may also have viewed a property elsewhere before completing a purchase.

That limitation matters because property portals compete for agent advertising budgets on the basis of audience size, lead quality, and evidence of return on spend. By tying on-platform behaviour to completed sales, REA Group is seeking to strengthen its case to agents and vendors in a market where digital visibility is often sold as a proxy for buyer demand.

The company's central claim is that for properties listed on the site that went on to sell, the eventual buyer was present on the platform in nine out of 10 cases.