Endeksa Merger Bears Fruit as Emlakjet Reinvents Itself at 20

On its 20th anniversary, the Turkish portal EmlakJet has relaunched as what it calls a real estate decision platform, a deliberate step away from the listings-site label it has worn since 2006.

The relaunch is the visible half of a deal that closed earlier this year. In February, Emlakjet merged with Endeksa, the AI valuation specialist, with both brands already sitting inside the iLab stable. Endeksa co-founder Gorkem Ogut took the chief executive seat at the combined business and, at the time, called the tie-up a "major turning point" for real estate technology in Turkey. Four months on, that turning point has a product to show for it.

Running under the slogan "Smart Listings, Right Decisions," the new Emlakjet folds Endeksa's valuation engine straight into the listing page. Alongside the usual price, photos and location, buyers now see an estimated value range, rental yield potential, an investment score and a payback period. There is five-year price history for comparable homes, a one-year forecast, and the option to read both in inflation-adjusted terms, no small thing in an economy where nominal prices can flatter to deceive.

Users can pull price per square metre, sales values, yields and five-year trends at province, district and neighbourhood level across all 81 of Turkey's provinces. A drone-assisted discovery feature offers a bird's-eye look at an area before anyone books a viewing.

The headline addition is EmlakZeka, an AI assistant that fields plain-language questions on neighbourhoods, market trends and investment options, and will value an existing home, plot or land in seconds. Human help has not been written out, as buyers can still browse consultant profiles and contact an agent directly.

"What property seekers expect is no longer just to browse listings," said Ogut. "That is why we positioned the new Emlakjet not as a listings site, but as a real estate decision platform."