New Aussie property portal SWISH is taking on two other major property portals by offering fee-free listings.
Daniel Stenner is the CEO of SWISH, which allows private buyers and sellers to interact directly through a platform without using the two major property portals realestate.com.au or Domain.com.au.
Usually, most private sellers aren't able to list properties on the above-mentioned property portals without using an intermediary, but SWISH plans to disrupt this space, by using its own platform.
AFR reports that while it is not trying to topple the two majors, SWISH - which will officially launch in the Australian market in Q2 2017 - is hoping to secure 10 to 15 per cent of market share.
"The big two wouldn't exist in their current format without the ongoing support from the real estate industry," Mr Stenner said.
"Effectively the clients for REA and Domain are real estate agents, whereas SWISH deals directly with buyers, sellers and property professionals.
"The other main difference with SWISH is that sellers have the option to search for buyers, just like buyers can search for property, effectively a seller can find a buyer before they even list their property for sale.
"I believe the irony in real estate is that sellers choose agents based on their database of buyers, this database is a closely guarded commodity for real estate agents."