Turkish property portal Emlakjet has grown rapidly since it was acquired in 2014 by the investment company iLab. Emlakjet’s CEO Gizem Moral Kunter tells PPW how the company positioned itself as a major player within a year of the acquisition.
“Emlakjet.com is the second largest and fastest growing real estate classified startup in Turkey,” says Gizem Moral Kunter, a forthcoming speaker at PPW’s conference in Lisbon.
The portal launched in 2006 and was the third largest player at the time, but things began to shift in 2014 when it was acquired by Turkey’s largest internet investment company iLab.
It was this acquisition that sparked growth and the portal now has 7,5 million visits monthly with 450,000 listings and 14,000 agents.
“Our market know-how combined with iLab’s internet business experience contributed to Emlakjet’s rapid growth,” Moral Kunter says.
The business honed its approach to focus on customer insight and a data driven approach, which she says were integral to conquering the market.
“We focused on four different pillars such as: Marketing & Sales, Product, Customer Experience and Talent Management to attack Turkey’s crowded real estate market and we were able to strongly position ourselves as the second vertical within 1 year,” she says.
Turkey’s real estate market is growing and due to the potential in this space, Moral Kunter says the scene is crowded – four other major players also exist. For consumers, one of the challenges in the real estate search journey is the complexity; the low quality and repetition of listings which inhibits them from finding their dream home quickly.
“ With some of the other portals, consumers reach their house in five steps, but with Emlakjet it only takes one,” she says. “The searcher just has to type in their preference and they’ll reach the listing according to their specifications. We developed new and innovative products based on our customers needs & expectations in order to minimize their confusion.”
6 tips for simplifying real estate searches
In the online real estate industry, where technology is paramount to a portal’s success, Moral Kunter says its adoption should be integrated across all areas of a portal’s business including: CRM, marketing, payment, development and budgeting. She believes that Emlakjet has five distinct advantages over its competitors.
Our listing comparison tool allows consumers to compare a maximum of four selected listings according to their specifications such as location, size, price and number of rooms.
Users who want to show family and friends the properties they are searching for can make use of our shared search feature, which is a cloud-based tool enabling users to share and evaluate their favorite listings with people. Consumers can compile these listings and share it with whomever they choose by adding that person’s email address.
We added a transportation map to each of Emlakjet’s listings which shows the proximity of the central locations and transportation possibilities in regards to the listing.
Commuting is high on our customer’s list of priorities and our transportation map shows the proximity of central locations and how our users can access them.
This feature shows the amenities such as shopping centers, schools, restaurants and transportation within 1.5 km radius of the listings
We continuously invest in our search experience. This feature is unique in that it distinguishes Emlakjet’s search experience from other players. Consumers can search by writing the point of interests where they want their dream house to be near to the search bar of Emlakjet and see the listing alternatives in 2km radius. of that POI
We know that half of the calls that are made to agents are missed. To deliver additional value to our business partners and agents, we developed a CRM infrastructure, which is like a digital secretary. JETHAT is a virtual call masking system which keeps the calls agents receive and informs them of the missed call via sms or on their Emlakjet panel to enable them to return every call.
“Our product and user experience are the main advantages over our competitiors. These are the features which enable an easier and faster user search experience, which is unique to Emlakjet,” she says.
Don’t miss Gizem Moral Kunter at the PPW Lisbon Conference in October.Register for a ticket today.