Movers and Shakers

Homely marks a record year of property listing enquiries

Listing portal Homely has marked a record year, with more than 15.5 million enquiries as the platform goes from strength to strength.

The Announcement:

Homely, one of the most visited portals in Australia, has generated over 15.5 million enquiries (including direct and indirect) for their customers in the 12 months to April 1 2024, up approximately 16 per cent over the same period in 2022.

Co-CEO and Co-Founder of Homely.com.au, Jason Spencer, said the result highlights their successful growth strategy, which focuses on both agents and property seekers. 

“Enquiries are the lifeblood of any agent’s business, and Homely continues to grow in leaps and bounds where it matters,” Mr Spencer said.

“So much of the engagement on Homely comes from our unique social network built around hyperlocal content that you simply can’t find on the other portals.

“People are constantly discussing what it is like to live somewhere on Homely, reviewing streets and suburbs and commenting on our discussion forums from across Australia. 

“We have 10 years of content and community building that adds value to buyers that they can’t find elsewhere.”

Homely takes a comprehensive approach to enquiries, recognising the various ways property seekers connect with their listings and agents. 

This includes both direct and indirect interactions that benefit agents, including email and phone enquiries, SMS enquiries and rental applications. 

Homely also captures active engagement on agent profiles, including viewing Premier Profiles, saving auctions and inspections, adding properties to personal collections, and sharing listings on social media or with others. 

Valuable detailed research information, such as printing property details, viewing contracts of sale, rating or commenting on properties, and setting up valuable property alerts, is also reviewed by the portal. 

“These interactions help us paint a detailed picture of user interest and enhance agent performance, ensuring property seekers find their ideal homes and agents maximise their reach,” Mr Spencer said.

The platform focuses on meaningful engagement rather than just audience numbers, providing high-conversion interactions and cost-effective advertising solutions. 

This approach has led to a significant uptick in onsite engagement metrics like property views and agent interactions.

In 2023, Homely’s logged-in user count rose by 28 per cent, with an increase in Property Alerts and Collections, driving enquiry traffic. 

The platform’s success is also reflected in the growth of its Homely Plus Uplift advertising model and strategic partnerships, which now number over 710.

“Our on-site engagement has consistently grown, indicating that more property seekers are frequently returning to Homely and staying longer, resulting in more enquiries,” Mr Spencer said.

Further emphasising agent support, Homely has introduced the Homely Performance Hub and the Homely Enquiries API, tools designed to provide real-time insights.

“Our agents love using the Homely Performance Hub to watch enquiries roll in for their listings, while the Enquiries API ensures this valuable data is readily available to help agents have meaningful conversations with vendors and owners about how their property is tracking,” Mr Spencer said.

“The level of detail provided is exceptional, and the value for agents is clear. 

“Our ongoing mission is to continuously develop tools and features that empower both agents and consumers to have a truly valuable experience with Homely, ultimately helping everyone find their perfect home faster and easier.”

Source: Homely

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