On May 15, real estate agent Sam Dalby from the Hawkesbury region, which lies on the north-west fringe of Greater Sydney, received an automated email from REA Group, the $33 billion operator of Australia’s dominant property portal, realestate.com.au.

“We’re committed to getting you a bigger, better result, and providing you with more choice, flexibility and value than ever before,” the message read, “value that is visible, measurable, impactful and personal.”