Downloads of the PropertyGuru suite of 15 mobile apps across 4 countries and 3 languages has crossed the 2 million mark. This represents a 53 percent year-on-year increase in PropertyGuru’s mobile apps downloads. It affirms the Group’s strategy of pioneering mobile property search in the region as well as a strong shift in consumer behaviour towards adopting mobile apps as the preferred form of property searching in South-East Asia.
Mobile platforms nowadays represent more than 60 per cent of total leads PropertyGuru generates for its customers. “Our app provides instantaneous access to over one million property listings across all our four markets. Exciting new geo-located search experiences deliver an unparalleled property search experience wherever and whenever the user prefers. Dedicated apps for real estate agents also offer convenience and efficiency to their busy jobs. The app has grown from being a strategic complement to desk and mobile web platforms to become the foremost generator of leads for our business,” said Steve Melhuish, Co-Founder and Chief Executive Officer of PropertyGuru.
PropertyGuru’s success in mobile coincides with a broader trend in mobile search in Asia, which remains the world leader in smartphone usage and engagement. According to a global study from Google, Singapore is the number one smartphone adopter in the world at 85 percent. The use of a mobile app is allowing businesses and search portals such as PropertyGuru to reach out directly to the end consumer without the hassle of slow bandwidth or site performance but with all the personalised touch of quality service at the fingertips. In markets such as Thailand and Indonesia, the bandwidth argument is complemented by a new routine of spending the many hours stuck in traffic engaging in social media and looking for dream properties. It is no wonder that these two markets have witnessed some of the fastest growth.
Users of the mobile app in Singapore were happy to share their positive experiences on the use of the app. Ms. Clarissa Weibel, a Singapore Permanent Resident looking for a larger Housing Development Board (“HDB”) unit to house her family, said, “My work schedule is very hectic and I can only find time to do my property search during my lunch break or while commuting. The PropertyGuru app allows me to search for property quickly and on the move. It has a comprehensive catalogue of properties with information I need to narrow down my search based on unit size, number of bedrooms and most important of all, budget. I can even compare listings in detail via the five districts I am keen on.”
PropertyGuru has been well recognized for its innovation in mobile property search, securing a fourth Mobex award for ‘Best App/Content’ in 2014. In the last quarter, mobile app of PropertyGuru Singapore had consistently ranked within Top 20 in the Lifestyle Category on both iTunes and Google Play, and its nearest competitor out of the Top 30 ranking. The achievement of PropertyGuru’s mobile apps was not just recognized by users, but also by more than 700 marketing professionals in Singapore. It recently clinched the #1 position in the “Digital Media of the Year: Property category” award organised by Marketing Magazine.