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‘We are not a portal’, insists Boomin co-founder Kenny Bruce

Platform is doing the utmost to separate its services from Rightmove, Zoopla and OTM, as it converts agents to paying clients.

Nigel Lewis

kenny bruce boomin

Kenny Bruce has insisted Boomin ‘isn’t a portal’ as the platform attempts to distance itself from Rightmove, Zoopla and OTM – which it considers to be instead ‘just classified listings portals that generate unqualified leads’.

In a video posted on Twitter the Boomin co-founder also does an elevator pitch to agents about why they join Boomin, kicking off with the assertion that ‘Booomin isn’t a fourth portal’.

The comments come as the platform reveals its second tranche of regional agents to become paying customers.

The new paying agents are Anthony Martin, Ashtons, Beals, Hannells, Manning Stainton, Miles & Barr, Pygott & Crone, Ryder & Dutton, Taylor Hill & Bond and Urban & Rural.

Founder agent

At least one of these agencies Kent firm Miles & Barr, is a ‘founder agent’.

mark brooks estate agentIts CEO, Mark Brooks (pictured), says: “The launch of SmartVal was an innovative idea that not only benefits a homeowner, but it provides agents, like us, the opportunity to secure referral opportunities – a unique service that benefits all users.”

Kenny’s brother, Michael Bruce, says: “In 2021 we asked agents to try our platform and let us prove to them, free of charge and commitment, how we are different and how we use technology to create innovative new features that drive new revenue opportunities for agents and a better experience for customers.

“We asked agents for the opportunity to try and earn their trust. The continued signing of agents to the platform one year on, is evidence that we are making good progress.

“We will never become complacent or arrogant and we will take nothing for granted.”

April 14, 2022

5 comments

  1. What Boomin realised is that the property audience of today and 2025 and 2030 are digital native locusts. They want nano-second service, Amazon like UX and a digital experience around property that Rightmove perhaps does not provide.

    Their lives are conducted on smartphones, their actions governed by algorithms and automation.

    67% of the world’s population are under 35 years of age, and use other platforms to ‘find their happy.’ And whilst Rightmove was unbelievably futuristic in 2000, it has become Facebook, failing to evolve. The portal being seen by the younger generation as something that their mum and dad uses.

    Rightmove’s Achilles heel will be losing its audience, to others supplying better property solutions, their property audience is increasingly fickle, hard to please, and may well be the big existential problem that Rightmove needs to address sooner rather than later.

    Facebook has attempted a reboot by rebranding to Meta, but it had already lost its core audience years before, it was just too busy counting the profits to realise. Sounds familiar?

  2. So some agents are paying now? 🙂

    It’s a real strange one, admire the group’s tenacity and ‘we can do’ attitude, but Boomin did start out as a challenger property portal ‘doing it for agents’ ????? We joined a year ago, didn’t need another portal, but gave it a good chance including SmartVals. Wow SmartVals!!!

    Boomin’s failed to make an impact with the public that is most important first and foremost, that’s why we pulled off a year later. Their target group from the outset has been agents, but misguided in my view. Expected a relentless and powerful succession of marketing campaigns, but they’ve been absolutely rubbish. Confused the public with the tv ads, wasted resources and advertising space.

    Agents are becoming less reliant on portals for leads and using social media in various ways to make connections. Vendors and Landlords demand from agents where they want to see their property listed and that dare I say is RM, Zoopla and even Onthemarket. How Boomin positions itself amongst these or competes for the public attention is really difficult to see.

    Definitely going to be a long haul for Boomin. Watching from the sidelines to see how this pans out but no FOMO here 🙂

  3. What Boomin realised is that the property audience of today and 2025 and 2030 are digital native locusts. They want nano-second service, Amazon like UX and a digital experience around property that Rightmove perhaps does not provide.

    Their lives are conducted on smartphones, their actions governed by algorithms and automation.

    67% of the world’s population are under 35 years of age, and use other platforms to ‘find their happy.’ And whilst Rightmove was unbelievably futuristic in 2000, it has become Facebook, failing to evolve. The portal being seen by the younger generation as something that their mum and dad uses.

    Rightmove’s Achilles heel will be losing its audience, to others supplying better property solutions, their property audience is increasingly fickle, hard to please, and may well be the big existential problem that Rightmove needs to address sooner rather than later.

    Facebook has attempted a reboot by rebranding to Meta, but it had already lost its core audience years before, it was just too busy counting the profits to realise. Sounds familiar?

  4. 🙄Boomin is a portal. In fact given its claim to open new revenue streams for agents, it is more of a portal than all the other portals….

  5. The portal landscape is no different now to what it was ten years ago.

    RM dominate, as they gobbled up the inventory of properties in the early 00’s and worked tirelessly to establish themselves as the GoTo site for listings, and agents have continued to help it grow despite many a campaign to break its dominance….

    Despite RM being out of date and clunky there really hasn’t been a decent challenger.

    Now we find ourselves with lots of mini portals claiming not to be portals and not challengers, when actually they all started out as challengers…..challengers that were going to break RM and Z ….. the real question should be why have they failed and been forced to change tack?

    An agent could go bust paying for all of them……”choose wisely” a knight once said ……

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