Mortgage Choice has introduced a new AI‑driven intent signal for its broker network, tapping data to highlight which clients are most likely preparing for their next move.
Mortgage Choice, part of REA Group, has confirmed it is now feeding buyer and seller intent scores from realestate.com.au and data arm PropTrack directly into its broker CRM, giving its more than 1,100 brokers a clearer read on where customers sit in their property journeys.
The mortgage broking franchise network said the new integration used modelling from realestate.com.au and PropTrack to estimate how ready a customer was to transact, based on their activity on the listings platform and other behavioural signals.
Within Mortgage Choice’s CRM, each matched customer would carry a “low”, “medium”, or “high” intent rating, so brokers can see at a glance who is more likely to be in market to buy or sell.
Mortgage Choice said the additional context was designed to support more tailored outreach by connecting digital search behaviour with existing loan and relationship data.
It said the intent indicator would help its network offer “timely, relevant support to help clients with their next property move”, by prompting contact at the point customers appear to be actively considering a transaction.
‘Important milestone’ in connecting REA ecosystem
CEO Anthony Waldron framed the tool as a step towards fully linking the REA ecosystem for both brokers and customers.
“The ability to connect our customers across our platforms is an important milestone. The integration unlocks a world of possibilities for Mortgage Choice’s network of more than 1,100 brokers,” Waldron said.
Waldron said the new feature was intended to support a more anticipatory style of advice.
“For brokers, this makes it easier to deliver the kind of proactive, personalised service that creates lifelong customers,” he outlined.
“For customers, it means even better support during the moments that matter as they move from searching for property on realestate.com.au through to securing finance with the help of their Mortgage Choice broker.”
Part of wider AI and open‑banking push
Mortgage Choice said the intent feature marked the latest stage in a broader round of technology investment.
Over the past year, it has rolled out an AI‑powered policy search tool, expanded its integration with Quickli, given brokers secure access to Google’s Gemini AI and launched the Mortgage Choice AI academy.
It has also embedded NextGen’s Frollo financial passport open‑banking solution into its loan application platform.
[Related: Refinance rush builds as borrowers pull back after hikes]
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