Real estate agents are a demographic known for energy, sharp suits, and a sharp eye for making properties standout for would-be buyers.
So, when property giant Domain reclaimed its seat at the head of the industry table at the Australasian Real Estate Conference (AREC) on the Gold Coast, they didn’t just buy a booth. They built a house.
Dubbed the “Domain House,” the activation was designed to showcase the brand’s Matterport 3D Tours technology in a way that delegates couldn’t ignore.
Rather than asking agents to stare at a product demo on a tablet, creative agency The Misfits turned Domain’s new technology into an interactive, hands-on (and foot) experience.
The centrepiece? An immersive theatre space featuring projection mapping and motion-triggered floor decals. Delegates could interact with a life-size digital home using their feet, stepping and stomping on different zones to activate features in real time.
Need to know if the couch will fit? Step on the “Lose the Couch” marker and watch the furniture disappear from the screen. Want to check room dimensions? Other activations instantly displayed measurement guides, demonstrating how Matterport 3D tours on Domain can help buyers visualise and understand a property before they ever step inside.
Outside the theatre, delegates could take part in an interactive Matterport treasure hunt – with the ultimate prize of a drone up for grabs. For those ready to move past the fun and games, dedicated product pods allowed Domain’s sales reps the opportunity to move conversations beyond the game and demonstrate the platform’s broader capabilities.
The result was a highly interactive experience that combined product education, lead generation and brand engagement, all wrapped in a premium, residential-inspired environment.
“It was an absolute pleasure to bring this project to life,” said The Misfits managing partner Chloe Noel de Kerbrech.
“When the brief came in to translate a digital UI into a physical spatial experience, we knew we had to go big. Watching hundreds of Australia’s top real estate agents enthusiastically stomping on custom floor sensors just to see a virtual furniture disappear while competing for a drone was a pretty good sign we’d achieved that. The engagement was incredible and it truly gave Domain a standout presence at one of the industry’s biggest events.”
By bridging its technology to life through physical experience rather than a tablet demonstration, Domain turned a product showcase into one of the most talked-about activations at AREC, proving that when it comes to engaging with agents, sometimes the best way to sell digital innovation is to get people on their feet.
“AREC gave us the perfect platform to demonstrate how immersive property experiences can help agents better showcase homes, attract more buyers and stand out in a competitive market. The Domain House was designed to be engaging, interactive and memorable, while demonstrating the practical value Matterport 3D tours can deliver throughout the sales process,” said Domain chief marketing and communications officer Aisling Finch.
