REA goes full TikTok to hook property dreamers

realestate.com.au has launched a first-to-market video experience within its app, offering property seekers short-form vertical videos featuring property news, expert insights, and market analysis.

Currently available to iOS users, the new feature appears on the app’s home screen and is designed to engage early-stage property seekers and “property dreamers” through a social media-style interface.

real estate's Video Discovery Hub

REA Group Chief Product and Audience Officer Jonathan Swift said the introduction of video marks an important step in the company’s digital experience strategy.

“We are creating a more interactive and dynamic user journey that aims to drive deeper consumer engagement, and we’re really excited to bring social media-style video content into our core offering,” he said.

Swift added that immersive, personalised experiences are reshaping how consumers interact with property platforms. “Short-form vertical video content, like what you see on TikTok or Instagram, has seen exponential growth and is fundamentally changing how audiences engage with digital platforms.”

The new in-app feature allows iPhone users running iOS 18 or later to browse property videos in a swipeable carousel format, with content including market trends, commentary from realestate.com.au economists, and dream home inspiration. Videos will be updated weekly, with personalisation features to follow.

real estate's Video Discovery Hub

“We want to help property seekers build their confidence and make the most informed decisions by having access to all the information they need in one place,” Swift said.

The feature forms part of a broader 12-month rollout that will integrate video across the realestate.com.au experience for both consumers and agents. Android users are expected to receive access in the coming months.

According to Ipsos iris data, realestate․com․au reached a record 12.8 million Australians in August 2025, attracting more than 63 million monthly app visits on average, maintaining its position as the country’s number one property platform.

Top image: Jonathan Swift

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