Soon-to-launch property platform Boomin has lifted the lid on its service after months of private briefings and rumours, and said its service will not squeeze agents out of the home moving process.
Boomin co-founder Michael Bruce says his planned multi-million pound marketing spend will give it the edge over other ‘portal challengers’ and that their unusual approach will offer a real alternative to Zoopla and Rightmove.
“We want home movers engaging with agents in the way they did before the portals came along,” says Bruce.
“Our aim is to open up the market and create more transactions and opportunities but, as some people have speculated, we are not in the game of putting buyers and sellers directly in touch with each other – agents are central to our model,” he says.
This will include offering homeowners and landlords a ‘central hub’ for their properties; matching buyers and sellers more accurately for agents; and giving buyers more useful and timely leads.
Their tech is both familiar and new. This includes enabling buyers to nominate roads where they would like to buy a home and then inviting potential vendors to the market; allowing agents to tempt buyers with off-market and pre-marketing properties; helping keep property chains intact to prevent fall-throughs; and booking viewings 24/7 online.
Boomin will generate revenues for agents by providing a ‘property playground’ where consumers can plan their new home (and buy interiors products to kit it out prior to exchange) and paying them a cut of any profits.
Only a few weeks away from a public launch, Boomin will outspend Rightmove and Zoopla with an advertising campaign that will see it ‘constantly on TV’ and other media for the next 12 months, alongside a major push onto YouTube.
“Purplebricks became a household brand in two years but we expect Boomin to attain that quicker,” says marketing chief Phil Lloyd.