Property portal homesales.com.au is betting its financial tools will be the next "killer app", and is pushing its investment search engine as the key market enabler in the latest round of advertising.
Homesales.com.au, part of the carsales.com.au network, has also recently ramped up its agent support team, hiring 50-plus account and business development managers in order to provide greater agent backing.
Listed entity carsales.com.au has long held the lion’s share of the online car classifieds market. The intention of homesales.com.au is to walk potential property investors through the entire process, finally driving informed leads directly to real estate agents.
Homesales.com.au general manager Rhett Dallwitz said one driver of the platform development is to inform tier one and two investors of the great suburbs no-one knows about. Mr Dallwitz said the idea of investing outside a comfort zone to look for the best return is the right strategy many successful investors have taken.
“We removed location as an online search factor,” Mr Dallwitz said.
“If you are looking to buy with a 10 per cent deposit or pay interest-only we can go further and show properties with high rental yield, fast-growing areas – it’s a reverse engineered search engine.
“The idea is once you enter your strategy and click search you might pull up three listings from many different suburbs and if you want suburb data you can click through and go as granular as you like – even plan an application strategy through our data widget if the information is available from council.”
Mr Dallwitz said enough information is supplied to allow effective leads to be driven to estate agents, adding traditionally what investors do is leave a website then go to the local council’s website to check permits and the like. Providing clean data from the local council, where available, keeps the eyeballs of potential investors ‘stuck’ to their website.
Typical search parameters used by potential investors include rental return, capital growth, cash flow and more.