Homely's attracting homebuyers and renters before realestate.com.au and Domain with 10 years’ worth of unique content.
3 min readMELBOURNE, VIC – May 26, 2017
Fresh off being nominated as one of the top five real estate apps in the world for 2017 by the prestigious New York based Webby awards, Homely has shared the secrets that have helped it become the third largest national real estate portal in Australia.
“Over 10 years we have built a very unique audience”, says Homely Co-Founder, Jason Spencer. “Almost 10 million Australians visited our site in the last 12 months looking for a home and that’s for one big reason…we have something realestate.com.au and Domain do not.”
Homely is the only Australian real estate portal to offer local content and community collaboration tools in the form of street and suburb reviews, Q&A and local discussion forums. These unique features connect homebuyers, renters and sellers with other knowledgeable locals and real estate agents.
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.
“Homely is engaging people much earlier in the home buying and renting process than other real estate portals”, says Co-Founder Adam Spencer.
“It’s taken many years but we now rank in the top three search results for over 90% of Australian suburb searches on Google. 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.”
“Consumers come for the unique content and stay for the beautiful property listings”, Adam says.
The strategy has proven successful in the United States 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. Our street and suburb reviews provide insights that homebuyers can use to make the smartest possible decisions about purchasing their most valuable asset,” says Adam. “We’re seeing tremendous growth in all areas of our business as we help millions of consumers connect with our real estate partner advertisers.”
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 homebuyers, 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”, says Jason.
Homely is the third largest national real estate portal based on the volume of listings on its marketplace, its three year traffic acceleration and adoption by over 90% of real estate agents nationally.
To help crystallise its third position Homely is gearing up for a major marketing campaign ‘Only on Homely’ to showcase the unique content that has helped the site achieve its industry position and ultimately support its agent advertisers.
“It’s an exciting time for us at Homely”, says Jason. “The last 12 months have been a phenomenal growth period for us with record levels in all key metrics including traffic, leads, content and a 5th Webby nomination. We have had several approaches from major investors both here and overseas looking to get into the space and we look forwarding to making Homely Australia’s next household brand.”
Homely.com.au is a real estate search portal that helps millions of Australia’s each year to find their next home. Homely.com.au features over 90% of all real estate listings in Australia combined with unique neighbourhood content. Consumers can engage with street, suburb and agent reviews, a local Q&A community, school data and other tools to help them find the perfect place to live. Homely has been collecting ratings and reviews since 2007 where it was previously branded StreetAdvisor.com.au. Headquartered in Melbourne, Homely is privately held and founded by Jason Spencer and Adam Spencer.
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