homehound.com.au is the 3rd most popular site in the Australian market and promotes itself as the industry owned site that takes a simplistic ‘google-esque’ approach to searching for property.
homehound.comau has undergone rapid growth in UB’s over the last year and now has 420k+ unique visitors to the site each month. However this is still 12% of the traffic to the market leading realestate.com.au.
Ownership | Market Position | Key Measurements | Market Coverage | Advertising Model | Financials | Site Sections | Technology | Key Management | History | Recent Press
homehound.com.au is a partnership between Property Page Pty Ltd (PPL) and Independent Digital Media (the digital division of Independent Print Media Group).
PPL is owned by the real estate industry’s major franchise groups. The shareholders are Century 21, L.J. Hooker, Ray White and Raine and Horne – all members of the National Real Estate Franchise Association (NREFA).
homehound.com.au is fourth in the Australian residential property portal market as per Nielsen Netratings (August 2008)
Key Measurements
(as at July 2008)
- 4,000 real estate agent offices subscribing – around 42% of the Australian market
- 200,000 properties for rent and for sale on the site
- 420,000 unique visitors each month (Nielsen Netratings)
- 8m page impressions (Nielsen Netratings)
All of Australia.
Licensed Real Estate offices list their properties for free on homehound.com.au for a regular listing. Members can opt to pay to upgrade their listings.
Consumers can not advertise listings directly on the site – they must use a licensed real estate agent.
Homehound.com.au generates revenues from display advertising from 3rd parties and Google ads.
To be completed
homehound.com.au Home Page
The key sections of the website are:
- Homes for sale
- Homes for rent
- Directory of real estate agents
- Fact sheets
- Share accomodation (link to third party side easyroommate.com)
The site uses some Ajax technology and is heavily reliant on Google maps.
The key management are:
- David Burkett – CEO (Independent Digital Media)
Around 2000, propertypage.com.au was launched by Property Page Pty Ltd – owned by top franchise groups Century 21, L.J. Hooker, Ray White, and Raine and Horne. The objecive of the site was to be the industry site and to take on the market leader realestate.com.au. However the site failed to gain traction and around 2003, Property Page Pty Ltd did a deal with the Indepentent Print Media Group (IPMG) and homehound.com.au was born.
homehound.com.au never really lived up to the expectation that it would take on realestate.com.au and domain.com.au. The site was heavily backed in the IPMG print publications however still remained a predominantly Sydney focused site. With the sale of the print assets of IPMG to New Limited, homehound.com.au lost much of its marketing support.
In 2007, the site underwent a facelift and over the last 12 months has strongly increased traffic. With the demise of myhome.com.au in mid 2008, homehound.com.au is now in 3rd place in the Australian market.
Read recent Media Releases here for homehound.com.au
Advertising Partner
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I was on Yahoo and found your blog. Read a few of your other posts. Good work. I am looking forward to reading more from you in the future.
Tom Stanley
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