REA to launch AI 'Likely to List' seller tool for agents in 2027

REA Group will launch an artificial intelligence model in 2027 that predicts which homeowners are likely to sell, telling investors it is "building the agentic platform for the property industry". The plan, set out in REA's Investor Day presentation lodged with the ASX on 23 October, puts AI at the centre of how realestate.com.au intends to deliver seller leads to agents, run their workflow and win a larger share of vendor marketing budgets.

For agency principals, it is the clearest guide yet to where realestate.com.au's products, and its prices, are heading.

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What REA told investors about AI for agents

The presentation, delivered in Sydney by chief executive Cameron McIntyre and his leadership team, describes the "Likely to List" product as an "AI-powered propensity model" that "helps agents identify and win sellers earlier". It appears on REA's seller leads slide alongside its Pro subscription and branding add-ons, designed to "generate new seller leads from owner relationships".

The key figures REA gave investors:

• Seller leads: more than 100,000 generated for agents in FY26.
• Potential sellers: more than 800,000 on realestate.com.au, with more than 5.3 million owner tracks.
• Pro subscription: penetration above 30 per cent, with branding add-on revenue up 15 per cent year on year.
• Ignite: more than 50,000 monthly active users, more than 370 integrations with proptechs and customers, and about four times growth in use of the Ignite AI Assistant in two months.
• Reach: REA says 96 per cent of Australian residential agencies have an active personal relationship with it.

The company also said one in four AI conversations on its platforms lead to "high value actions", and that it has delivered more than 40 AI experiences to its audiences. Its existing consumer tools include the realestate.com.au AI Assistant.

How AI fits REA's pricing plans

REA's slides also set out what it charges relative to the market. Its take rate, the average cost to advertise on realestate.com.au relative to the property sale price, was 0.22 per cent in FY26, up from 0.20 per cent in FY20. Over the same period its share of the average vendor marketing schedule rose from 36 per cent to 43 per cent.

REA told investors it will "extend double-digit yield runway with AI-powered advertising campaigns", and its slides point to an "opportunity to grow the marketing schedule and REA's share". Yield is broadly the revenue REA earns from each listing, lifted mainly by vendor-paid depth products such as Premiere+. REA reported 14 per cent compound annual yield growth over 10 years, which it attributes to new products and changes to its pricing model.

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In dollar terms, REA's own ratio means the average realestate.com.au campaign cost about $2,200 for every $1 million of sale price in FY26, compared with $2,000 at the FY20 rate. That is a 10 per cent rise in the portal's cut of each sale, before any change in property values.

The regulator in the background

The investor pitch comes five weeks after the ACCC accepted a court-enforceable undertaking from REA on 14 September. For three years, REA cannot require or incentivise agencies to list all or most of their properties on realestate.com.au, and agencies gain more flexibility in how vendors and landlords list. RET reported at the time that REA must give agencies a downgrade option from January.

ACCC Chair Gina Cass-Gottlieb said the undertaking "resolves this issue in a timely manner and addresses our concerns". She added: "We encourage vendors and landlords to discuss available listing options with their agents following REA's undertaking."

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What it means for agents

• Know your own seller signals first. Likely to List will draw on owner tracking and behaviour on realestate.com.au. Agencies that already score appraisal history and past-client activity in their own CRM will be better placed to judge whether a paid prediction tool adds anything when it arrives in 2027.
• Know the schedule split. REA takes 43 per cent of the average marketing schedule and has told investors it wants more. Principals should know how much of each vendor's budget goes to the portal and be ready to explain it, particularly now the ACCC undertaking gives vendors more room to choose.
• Measure the AI already in Ignite. Ignite AI Assistant use has grown about fourfold in two months. Tracking the time it saves in your own office is the soundest basis for deciding whether future AI tiers are worth paying for.