Foreign investors are helping to drive a strong increase in traffic for Homely as it continues to challenge the industry’s two major portals.
Homely said it is on track to record 4 million visits in 2015, up from 2 million in 2014.
Almost 25 per cent of website visitors are based overseas, with many looking for suburb-based content such as school details, safety information and street reviews, according to Homely.
Chief executive Jason Spencer said Homely is encouraged by its growth as it positions itself as an alternative to REA Group and Domain Group.
“We know that consumers have a habit of using the established portals and it takes time to break that,” Mr Spencer said.
"It's a long game and one that we are ready for. We spent seven years in our previous business, StreetAdvisor.com.au, collecting over half a million street and suburb reviews from all around Australia, so we are prepared for the challenge ahead.”
Mr Spencer said Homely has recently switched its focus to growing its consumer base through billboards, direct mail and digital campaigns.
To continue this push, Homely has appointed Marty Stanowich as head of growth. Mr Stanowich has almost 20 years’ experience growing and marketing technology companies.
Homely claims to have signed up 90 per cent of Australia’s real estate agents.
[Related: Homely registers more than 6,000 offices]