Homely and Gumtree partnership delivers success

Homely’s real estate partnership with Gumtree has driven a significant surge in property listings and engagement across one of Australia’s most visited online marketplaces since launching just six months ago.

Since launching in December last year, the partnership has already delivered close to 4 million additional engagements as at May 6th, and more than 150,000 direct enquiries to agents’ listing across Australia, at no extra cost to vendors or agents. 

Gumtree CEO Tommy Logtenberg said the company’s real estate vertical has grown from 11,000  listings to more than 180,000 nationally. 

“This partnership is helping more buyers, sellers, and agents tap into a very active and competitive property market, on a platform they already know and trust, and we expect this momentum to continue,” said Mr Logtenberg. 

“With an average 5.6 million* Australians on Gumtree Group each month,, our real estate vertical now delivers the kind of scale and value that’s reshaping how people engage with property online.”

Growth is especially visible in rising market hotspots like Melbourne CBD which has seen a 357 per cent listing increase, West End Queensland, with a 200 per cent increase, and Concord NSW, with a 164 per cent increase, according to Homely’s listing data for the previous 6 months.

Co-Founder and Co-CEO of Homely, Adam Spencer, said the positive impact of this partnership and the range of offerings it has for real estate agents has had a material impact on the business. 

“This is about changing the game for agents. Partnering with Gumtree gives our agents a powerful national reach without added cost,” said Mr Spencer.

“For too long, agents have been promised value and delivered bills. This partnership challenges that. We’re here to deliver better exposure, better leads, and better economics for agents and vendors alike.”

Buyers and renters now benefit from broader access to Homely’s listings directly through Gumtree, including its extensive hyperlocal content, such as street and suburb reviews, local Q&As and insights that make property decisions more informed.

This partnership is a strategic move to elevate Gumtree’s offerings and deliver a category driven marketplace. This expansion into real estate highlight’s Gumtree’s commitment to growth in key interest areas for its users.

*Source: Ipsos iris Online Measurement Service, September 2024 – February 2025, Age 14+, PC/Laptop/Smartphone/Tablet, Gumtree, CarsGuide, Autotrader, Brand Group, Audience, Monthly Average