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Fresh from its top-five global real estate app nomination at the Webby Awards in New York, Homely has revealed how it became Australia’s third-largest portal.
Homely co-founder Jason Spencer says Homely is the only Australian real estate portal to offer local content and community collaboration tools. These come in the form of street and suburb reviews, Q&A and local discussions forums.
“These unique features connect home buyers, renters and sellers with other knowledgeable locals and real estate agents,” Mr Spencer said.
He said Homely has patented its street and suburb review process, and owns the largest collection of ‘What it’s like to live somewhere’ content in Australia.
Mr Spencer said Homely is engaging people “much earlier” in the home buying and renting process than other portals.
“It’s taken many years but we now rank in the top three search results for over 90 per cent of Australian suburb searches on Google,” he said.
“We’re the only portal in Australia that lets people research ratings and reviews to know what it’s like to live somewhere before buying or renting a home. It gives Homely a very unique customer acquisition strategy.”
This same strategy has proven to be successful in the US, with portals Trulia and Zillow offering similar community-centred content to fuel organic traffic growth.
"Our rapid growth over the past year proves that consumers want to research their home-buying decisions on Homely,” Mr Spencer said.
“Our street and suburb reviews provide insights that home buyers can use to make the smartest possible decisions about purchasing their most valuable asset.”
Homely’s recently launched advertising platform ‘Homely Ads’ offers real estate professionals exposure across local community content in conjunction with priority promotion for listings within consumer search queries.
“Our advertising model enables agents to engage in our local discussions to connect with potential home buyers, renters and sellers even before they start searching for a home. Agents tell us this builds trust and loyalty, helping win new business when locals become buyers and sellers,” Mr Spencer said.
Homely is the third-largest national real estate portal based on the volume of listings.
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