Listings website Homely.com.au claims a last-minute rush to its web portal is driven in part by independent offices taking the platform "seriously" and word-of-mouth marketing.
Changing consumer habits is also a consideration during eventual take-up, according to Homely CEO Jason Spencer.
Mr Spencer said recent investments aimed at ramping up business development and engineering, as well as sponsorships and industry investments, have helped consumers take the portal seriously.
“We know it will take time for Homely to be the first point of call for consumers, but we are confident we can change consumer habits,” Mr Spencer said.
“We know agents want change, but for change to happen fast, agents need to do their part fast. In most cases agents can show their support and have their homes on Homely in less than 24 hours.
“There is so much noise in the industry right now about portals but we have a clear, focused strategy, some very exciting innovations coming down the line and a commitment to provide increasing value to both consumers and agents.”
National sales director Rocky Bartolotto credits independent offices for the increase of listings. Mr Bartolotto said Homely was developed to provide a solution to both big and small offices.
Director of Sydney’s Time Reality Frank Sittineri said a key concern, due to rising fees on larger portals, is to help vendors with their budget constraints.
“Homely is a fantastic alternative for us to support… It keeps advertising costs down, which in a time where agents are competing for listings is key to our success,” he said.