REA Group (ASX: REA) is expanding the technology offering of its online real estate platform through the acquisition of a majority stake in Canadian company Planitar, the developer of proprietary camera and software platform iGUIDE.
The deal will see REA Group secure a 61.5 per cent interest in the Toronto-based tech company which lists among its products the intelligence, defence and law enforcement platform Gotham.
The iGUIDE camera and software platform uses advanced artificial intelligence (AI) capabilities to identify property features and produce immersive 3D virtual tours, precise floor plans and reliable property measurement data.
The company’s proprietary PLANIX camera systems combine advanced LiDAR (Light Detection and Ranging) and 360-degree imagery to accurately map property interiors and exteriors, converting physical spaces into digital spaces.
REA says that iGUIDE, which is used by real estate photographers and agents in more than 50 countries, is the market leader in Canada with 25 per cent of all homes sold in the country in 2025 featuring an iGUIDE.
The digital real estate marketing and data platform says the technology complements its consumer strategy, which is focused on delivering “highly personalised, immersive and engaging property experiences” for the more than 12 million Australians who use the company’s realestate.com.au website every month.
REA Group CEO Owen Wilson says the investment in Planitar, financial details of which have not been disclosed, will accelerate the company’s digital strategy to deliver market-leading consumer products.
“This type of spatial mapping technology instils confidence and helps property seekers make more informed decisions while also providing agents and vendors a way to differentiate their property to secure the best outcome,” says Wilson.
“While approximately less than 5 per cent of listings currently feature a 3D tour, we expect this to grow as advances in technology support higher quality and more accessible solutions, like iGUIDE.
“Interactive content and video will become the standard for property marketing in the coming years and already we’re seeing the positive impacts more immersive experiences are delivering for property seekers and real estate professionals.”
Wilson says iGUIDE’s interactive floor plans and 3D tours are a “natural extension” for realestate.com.au, building on the property platform’s existing video capabilities to drive higher consumer engagement and to deliver “highly qualified leads to customers”.
By combining floor plans with high-quality visual data, iGUIDE offers consumers an intuitive and immersive way to digitally explore built environments.
Once a digital twin of a property is created, users gain access to interactive floor plans and detailed imagery, enabling them to take custom measurements and virtually walk through the space. REA says this enhances their understanding of the property’s layout and dimensions, supporting more informed decision making.
While iGUIDE currently operates across North America, it partners closely with resellers globally.
As part of the deal with REA Group, iGUIDE will establish on-the-ground sales and operations in Australia later this year to boost customer support.
“It was clear after we started discussions last year, REA was the right fit for our business and we’re delighted to be joining the group,” says iGUIDE co-founder and CEO Alexander Likholyot, who will transition to a strategic advisor and director role on completion of the deal.
“REA is a company with a shared vision for accurate property data and information excellence, helping property seekers and industry professionals make the most informed property decisions.”
The iGUIDE management team will be led by incoming CEO Jarrad Morden and will continue to operate under its current structure and brand.
“This is an exciting milestone for iGUIDE and an opportunity to expand our reach with the support of a global leader in digital property experiences,” says Morden.
“I’m looking forward to working with REA’s world-class team to unlock new capabilities and establish a strong presence in the Australian market.”
REA Group says the acquisition is still subject to some conditions but the company expects the deal to settle “shortly”.
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