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Writer's pictureSaumya

Decoding the Business Model of Real Estate Portals in India

Updated: Nov 16, 2023

(BONUS: top 5 real estate portals list)



Over the past ten years, the real estate industry in India has seen significant changes that have transformed the way business is conducted. One of the most noteworthy shifts has been the emergence of real estate portals, which have revolutionized the buying and selling of properties in the country. These portals offer a convenient way for buyers and sellers to connect and exchange information, making the process of buying or renting a property quicker, more straightforward, and more transparent.


As a result, the real estate sector has become more accessible and efficient, benefiting both industry players and customers. But how do these portals earn? Let's decode the business model of real estate portals in India.


1. Advertising and Featured Listings:


  • Direct Advertisement: In the competitive world of real estate, online portals provide a vital space for advertisements. These spaces are sought after by developers, brokers, and home decor brands, all vying for maximum visibility. With the industry constantly evolving, securing a prime spot on these portals is crucial for businesses looking to make their mark in the market.


  • Featured Listings: Real estate developers and brokers can increase the chances of their property listings being seen by paying a premium to feature them prominently on the portal. These featured listings are strategically positioned at the top of search results, ensuring maximum visibility, which increases the likelihood of potential buyers or renters taking notice.


2. Subscription Models:


  • Broker Subscription: Real estate brokers frequently opt to pay a recurring monthly or yearly fee to subscribe to these online portals. As a result, they gain access to a plethora of value-added benefits, such as unlimited listings, comprehensive market data, and top-notch lead management tools.


  • Developer Subscription: Real estate developers have the option to opt for a range of premium services that offer them in-depth analytics, detailed market insights, and advanced listing capabilities. With these services, developers can gain a competitive edge by making informed decisions, identifying market trends, and showcasing their properties more compellingly. These premium services provide a comprehensive solution that helps them streamline their operations, maximize their profits, and stay at the top of an ever-changing market.


3. Lead Generation:


Portals generate and sell leads to real estate developers or brokers. By leveraging data analytics, portals can ensure that the leads are relevant and have a higher conversion rate.


4. Affiliate Commissions:


In order to provide additional services to their customers, real estate portals often form partnerships with financial institutions to offer home loans. Through these partnerships, customers can obtain financing to purchase their dream home, while the portals earn a commission for every loan that is successfully sanctioned through their reference. This mutually beneficial arrangement allows both parties to leverage their strengths and expertise to provide a comprehensive solution for potential homebuyers.


Additionally, portals might collaborate with legal firms, interior designers, or movers and packers, earning a commission for each successful referral.


5. Data Analytics and Market Reports:


Online real estate portals collect and analyze vast amounts of data and provide valuable insight into market trends, price movements, and buyer preferences. These insights are compiled into detailed reports, which are then made available for purchase by real estate developers, consultants, or investors seeking to gain a better understanding of the dynamics of the real estate market.


6. Value-added services:


For Non-Resident Indian (NRI) property owners, specific portals go beyond listing properties for sale and offer value-added services to make the process of buying, owning, and managing properties more streamlined. These services may include property verification, assistance with documentation, and property management services.


These services not only enhance user experience but also provide an additional revenue stream for the portal.



Here are five of the top real estate portals in India:


1. MagicBricks:


Launched in 2006, MagicBricks is one of India's leading real estate platforms, known for its extensive property listings and user-friendly interface.


Strengths:

  • Comprehensive database of listings.

  • Intuitive search filters and tools.

  • Offers a variety of property-related services.


2. 99acres:


A part of the Info Edge (India) Ltd. group, 99acres has been another dominant player in the Indian real estate portal arena since its inception in 2005.


Strengths:

  • Broad reach across the country.

  • Detailed property descriptions and high-quality photos.

  • Features insightful market trend reports.



Established in 2012, Housing.com took the market by storm with its unique approach to property listings and user interface.


Strengths:

  • Innovative map-based search.

  • Verified listings to enhance trustworthiness.

  • Collaborations with developers for exclusive project launches.



Makaan.com focuses on property buying, selling, and renting, providing users with tools to make informed decisions.


Strengths:

  • Features properties across various budget segments.

  • Comprehensive information on property price trends.

  • Convenient mobile app for on-the-go searches.


5. CommonFloor:

Launched in 2007, CommonFloor offers property listings along with a platform for community interactions.


Strengths:

  • Unique “CommonFloor Groups” feature for resident communities.

  • Verified property listings.

  • Detailed project descriptions with virtual tours.


While all these portals have their strengths, the best one for you, especially given your interest in redefining real estate marketing, would depend on your specific needs and target audience. For instance, if you're focusing on premium properties, portals with a higher percentage of such listings would be preferable.



Real estate portals have become increasingly popular in India due to their innovative use of technology and data. By leveraging these tools, the industry has experienced a significant shift towards a more digital approach. Gone are the days of traditional methods, as customers now benefit from the convenience and efficiency provided by these portals.


These digital portals offer a wide range of services, including property listings, virtual tours, and interactive maps. In addition, they provide access to a wealth of information, such as property prices, neighbourhood demographics, and market trends, enabling customers to make informed decisions.


Overall, the rise of real estate portals in India has revolutionized the industry, making it easier and more accessible for customers to buy, sell, and rent properties.



FAQs


Q1: How do real estate portals in India earn revenue?

A1: Main revenue streams include advertising, featured listings, subscription fees, lead generation services, affiliate commissions, and sales of data analytics reports.


Q2: What advantages do featured listings offer?

A2: Featured listings give properties higher visibility, increasing the likelihood of sale or rental.


Q3: Why do brokers and developers subscribe to these portals?

A3: Subscriptions provide enhanced listing features, analytics, and market insights, improving sales strategy and execution.


Q4: Can individuals use these portals effectively?

A4: Yes, individuals can use these portals to list properties, with both free and paid options for additional features.








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