Domain is a leading property technology and services marketplace dedicated to helping customers navigate every stage of the property journey. It is home to one of the largest portfolios of property brands in Australia, including the Domain, Allhomes and Commercial Real Estate (CRE) platforms.
Connecting data to drive relationships and growth
Domain has used Salesforce for nearly two decades to manage its relationships with real estate agents and agencies. However, critical information such as customer property listings still resided in separate systems. This made it difficult for account managers to understand the full customer relationship and build an accurate sales pipeline.
Siloed data and legacy processes also hindered efficient growth. Onboarding was highly manual and involved passing paper around to different desks, a process lasting up to 10 days. It took existing customers up to three days to purchase and activate new products. Annual price reviews were also tedious, taking months to complete and prone to data quality issues.
Domain sought to enrich its data in Salesforce and empower account managers to better understand and grow customer relationships. It also wanted to streamline its sales processes, making it faster and easier for customers to buy and activate products.
Salesforce is helping us transform the end-to-end sales lifecycle to provide a seamless journey for our customers and staff.
Mark EvansHead of Product, Domain
Data 360 helps Domain activate data with zero copy integration.
Domain chose to deploy Data 360 in large part due to its zero copy integration capabilities, allowing the business to enrich its CRM with data that lives elsewhere without the need for manual duplication.
Data now flows from various sources—including Domain’s own proprietary system—into Snowflake, where it is then brought into Data 360 via zero copy. This allows the business to view vital information, such as real-time product use data against specific customer contracts, which was previously inaccessible within Salesforce.
The enriched view of the customer frees account managers up from manual tracking and reporting and allows them to develop a much deeper understanding of their customers. Account managers can also build more accurate sales pipelines and model the potential impact and value of customers upgrading their tiered subscriptions.
Domain has also leveraged Data 360 to build a custom tool that transforms the efficiency of annual price reviews. The business feeds in market rates and other data points into the tool, which then automatically populates dashboards identifying
which customers need to be contacted regarding pricing shifts. This has successfully reduced the time to launch annual price reviews from six weeks to around one day.
Data 360 has helped us gain vital insights into our customers without the need for manual reporting or data duplication.
Mark EvansHead of Product, Domain
Salesforce Media Cloud transforms operational efficiency.
Domain has deployed Salesforce Media Cloud to automate processes such as product fulfilment and to establish a scalable platform for growth.
As a purpose-built solution for the media industry, Media Cloud offered pre-built data models that eliminated the need for heavy customisation. It also offered Enterprise Product Catalogue (EPC) and Configure-Price-Quote (CPQ) capabilities that catered to the complexity of Domain’s business while simplifying workflow.
Salesforce Media Cloud now handles everything from product modelling and CPQ to order orchestration. With a detailed attribute-based pricing matrix, Domain can now dynamically calculate rates based on specific neighbourhoods, zones, and states and provide customers with fast, accurate quotes.
One of the biggest advantages for Domain is the unified ecosystem. By having CPQ and order management on the same platform as its CRM, Domain has removed the complexity that comes with integrating multiple platforms. The results have been immediate: once a quote is signed, the data flows automatically through to billing and activation. What used to be a three-day SLA for order activation is now handled in minutes, with 90% of orders activated without any manual intervention.
In addition to these efficiencies, Domain has transformed the very start of the customer journey using Experience Cloud. By moving credit checks and Australian Business Number (ABN) verifications into a digital onboarding journey, Domain has reduced the time it takes to get new customers set up from up to 10 days to an average of 24 hours.
By bringing sales and order management onto one platform, we’ve simplified workflow and can now activate 90% of orders within minutes.
Mark EvansHead of Product, Domain
Salesforce provides a deeply integrated platform that helps Domain connect every stage of the customer journey, from onboarding to billing.
The platform has been a core part of Domain’s technology stack for the past 18 years, and with the more recent deployment of Salesforce Media Cloud and its industry-specific data model and workflows, it has transformed operational efficiency.
Processes like product activation, which once took an average of one day, can now be completed within minutes using Salesforce Media Cloud. The platform also provides a future-proof solution for scalable growth, positioning Domain to leverage industry-specific AI agents to further simplify processes and boost productivity.
Data 360 enriches the data already in Salesforce, using zero copy integration to unify previously disparate data sources. This unified view provides account managers with deeper, real-time insights into product usage, allowing them to move away from manual tracking and focus on developing more strategic relationships. With a clearer picture of customers, account managers can also build more accurate sales pipelines and model the potential impact of tiered subscription upgrades.
Domain is also leveraging Data 360 to streamline manual workflow. For example, a custom tool for annual price reviews, powered by Data 360, has shaved weeks off the previously cumbersome, complex task.
Domain’s successful transformation was driven by a close partnership with FLO, a digital consultancy with deep expertise in Media Cloud. Working together, they unified, simplified, and automated Domain’s services and processes to enhance operational efficiency and scalability.
The program followed a strict agile approach, with continuous deployment into production and frequent scope prioritisation.
Domain assigned a dedicated Product Owner to each delivery team, maintaining overall governance and control of the end-to-end architecture while fostering a highly collaborative environment. This structure ensured that every team member felt a sense of shared accountability, allowing for rapid decision-making throughout the project.
FLO acted as a seamless extension of Domain’s internal teams, focusing on the end-to-end delivery such as scope prioritisation, solution architecture, integration architecture, requirements development, testing practices and production deployment.
They also focused on enabling Domain’s internal teams by embedding best practices and holding fortnightly knowledge-sharing sessions across teams to build in-house expertise for future Media Cloud initiatives.
Partnering with Flo early in our journey ensured they understood our business and delivered the desired outcomes.
Mark EvansHead of Product, Domain
