REA Group lifts stake in 3D architectural visualisation startup IMMERSIV

Founded in 2021 by Clint Motley and Christian Schwerdtfeger, IMMERSIV has developed an AI-powered platform that allows prospective buyers to virtually browse availability of apartments or land lots, walk through floor plans and see customised finishes.

The company has won key clients in both the public and private sectors, servicing projects ranging from master-planned communities to high-rise towers.

IMMERSIV claims that its offering, including a 'cinematic quality environment' that syncs with customer relationship management (CRM) systems and live stock data, has led some developers to report sales uplifts of up to 370 per cent.

"We’re solving a problem that exists everywhere, the challenge of selling what doesn’t yet exist," says IMMERSIV co-founder and CEO Christian Schwerdtfeger.

"Our platform gives buyers complete clarity and confidence. They can walk through a property virtually, compare layouts and finishes, check real-time availability, and soon, sign digitally. It’s a full-funnel, immersive sales experience that works from anywhere."

REA Group, which is majority owned by News Corp (ASX: NWS) and operates the realestate.com.au website, has followed on from an initial investment in October 2024 to acquire a further 10 per cent of IMMERSIV.

Whilst the group declines to reveal its total holdings, filings lodged with the corporate regulator indicate it owns 20 per cent of shares in the startup.

REA Group's chief product and audience officer, Melina Cruickshank, says the deeper investment reflects the strategic importance of visualisation and immersive tech to the future of digital property experiences.

"One of the most exciting developments in AI powered immersive technology is its potential to transform the consumer experience. We’ve been really impressed by the team at IMMERSIV and the way they are solving a critical challenge in the new homes market," Cruickshank says.

"Buyers today seek more clarity before committing to off-the-plan purchases and IMMERSIV delivers that by letting them step into their future home… we see a real opportunity to change the way projects are launched and sold.

"We know the next generation of property seekers want imagery and video at the core of their property experience. As the evolution of realestate.com.au listings continue, we look forward to working closely with IMMERSIV to unlock new opportunities for growth and product integration."

Proceeds from the latest investment will go towards growing IMMERSIV's team in Sydney and Melbourne, investing further in AI-driven 3D production and R&D, building on its global footprint, and launching digital contract signing to complete its end-to-end sales funnel.

IMMERSIV was recently awarded Best Solution for Off-the-Plan Sales at the 2025 Proptech Association of Australia Awards, with judges highlighting its ability to blend high-fidelity visuals, real-time data, and sales integrations.

The company now counts top-tier Australian developers, government urban planning departments, and smart city projects among its client base, including several landmark digital twin initiatives that extend beyond traditional property marketing.

"Developers know they need to engage buyers earlier and more meaningfully," adds Schwerdtfeger.

"REA has been an incredible partner, not just as an investor but as a strategic ally in helping us scale rapidly. This new round of support will allow us to grow our teams in Melbourne and Sydney, invest further in AI-driven 3D production, and expand internationally with the right infrastructure behind us."

IMMERSIV forms a small part of an extensive portfolio of investments for REA Group in the proptech space, including PropTrack, Campaign Agent, Realtair, Simpology, Arealytics, Athena Home Loans, and other investments overseas. 

Last year REA Group sold its 17.2 per cent stake in PropertyGuru to Swedish private equity group EQT for $286 million.