Beliruma Rebranding, Now Presents Solutions for Digitizing Property Agent Operations

Startups proptech Beliruma announced rebranding to Buy a House, at the same time changing the site domain. At the same time, the company has also begun to digitalize property agents to make their operations more efficient, in the form of applications and mobile sites that can be accessed publicly.

BuyHome CEO Effendy Tanuwidjaja conveyed that this expansion of focus was motivated by changes in consumer behavior who now tend to search for property information online online through various channels, such as property agent sites, advertising portals and social media. Like it or not, the supporting ecosystem, in this case property agents, also needs to be improved with digitalization.

"Digitalization is the key to reaching a wider audience," he said when contacted DailySocial.id.

He believes that the implementation of agent digitalization at BeliRumah aims to provide more effective services to its users. Digital solutions for property agents take the form of applications and sites that can be accessed publicly.

Various features are available, such as property listing management, marketing tools, communicating with consumers, property search, integration with property management systems, and analysis reports that help agents make more strategic sales decisions.

According to him, all the features above can attract various benefits, such as the ability to reach a wider audience, increase efficiency, improve service quality, increase sales results, and increase competitiveness.

“Our differentiation lies in the integration of relevant services such as property agent partners, agent offices, developer, and bank partners, who support and help us provide solutions end-to-end to consumers.”

He continued, “We have a digital marketing strategy ready to help property agents reach a wider and more targeted audience. This could include services on our web, measurable online advertising campaigns, or our social media.”

BuyHome business model

Effendy admitted that his party has implemented a monetization strategy in all its products. For the property agent model, it is carried out using several approaches, one of the most common is property sales commission. The company is targeting independent property agents who work alone as agents and are willing to collaborate with BeliRumah, as well as collaborate with agents who are members of property agent offices.

“Property agents will get a certain percentage of the transaction value when they successfully sell a property.”

Beyond that, monetization is done by providing property marketing, affiliate programs, building revenue from advertising or premium subscriptions, and partner programs. It is stated that the biggest contributors to BeliRumah so far are property sellers.

“The trust that sellers place in us in selling their property is a valuable asset that we look after carefully. There is also a role for property buyers in every transaction with us. They are an important component. Furthermore, we establish business partnerships with related parties, such as partner banks. These partnerships can provide additional revenue through referrals or business collaborations.”

In the future, in order to increase supply, the company plans to continue to promote intense relationships with more property developers, agent offices and property owners, in order to gain earlier access to the properties they will sell.

“Then to improve demand, we do this with effective marketing by using effective online and offline marketing to reach potential buyers.”

Some of the initiatives they will take advantage of tools digital marketing to increase its visibility on online platforms, as well as participating in property exhibitions to introduce its solutions to potential buyers. “We also listen to consumer needs and preferences to help match with appropriate properties.”

As is known, BeliRumah is the second product from PT Real Estate Teknologi, which also oversees another digital solution called Rentfix. At the start of its presence in 2020, the company positioned itself as a platform online property search. The mission is to make the process of finding, selling and buying property easier and faster for everyone.

It is claimed that the company has served hundreds of thousands of apartment and new house property seekers in Jabodetabek and other big cities. BeliRumah's developer partners offer property choices ranging from IDR 200 million – IDR 500 million with thousands of Project Listing unit options. BeliRumah also provides housing options with a Transit Oriented Development (TOD) concept which is suitable for young city residents.

With the new brand, Effendy also strengthens this search platform more comprehensively, strengthening search features, more informative property reviews, and promises thousands of desirable projects.

“With all this, property seekers can easily find a house or apartment that suits their needs. In line with our vision and mission, namely accelerating the growth of home ownership in Indonesia through technology. [..] has a positive impact on the national economy through digitizing property transactions," concluded Effendy.