Product Roundup: PropertyGuru, Rightmove, Zillow, Domclick

This week's roundup includes two major sponsorship deals for market-leading portals on both sides of the Atlantic, but we'll start with a community-focused marketing campaign in a massive week for Singapore's biggest marketplace...

PropertyGuru launches "A Sense of Home" marketing campaign

PropertyGuru has launched a large-scale marketing campaign celebrating Singapore's independence, spotlighting the diverse experiences and references from communities around the country.

The two-prong campaign focuses on "Scents of Singapore" and "Heartland Heroes". Scents of Singapore involved PropertyGuru visiting local neighbourhoods and asking residents to share the distinctive scents that define their areas, from floral essences to tobacco, and fried chicken to oranges—and then made the scents commercially available in collaboration with fragrance and perfume workshop Oo La Lab.

Meanwhile, the Heartland Heroes section highlights local individuals who have made significant contributions to their communities, crowdsourced and nominated across several channels.

Eight representatives were chosen based on achievements including the creator of a local botanical garden, a pastry chef, a long-serving barber, a cobbler, and a Labradoodle (and her owner).

Alex De Leon, Group Director of Consumer Marketing, PropertyGuru Group, commented:

"PropertyGuru has long been synonymous with homeownership, offering deep insights into consumer sentiments and preferences.

"But beyond the four walls, what truly makes a house a home? It's the vibrant communities, the scents that evoke cherished memories, and the profound sense of belonging. This National Day, we want to honour and celebrate the rich diversity, distinctive character, and heartfelt stories that make Singapore our beloved home."

Meanwhile...PropertyGuru also teams up with Singapore Management University

PropertyGuru will also collaborate with Singapore Management University (SMU) on talent development, research, data sharing, and mutual resource and knowledge sharing on Asian urbanism.

The partnership will develop new research on Asian urbanism and nurture the skilled talent needed to address the complexities of the region’s rapidly growing cities.

The strategic partnership will see both parties share data-informed insights with real-world applications.

Professor Sun Sun Lim, Vice President for Partnerships & Engagement at SMU, said:

"As we navigate the complexities of rapid urban expansion in Asia, the urgency to address the ensuing urban challenges has never been greater. SMU's partnership with PropertyGuru exemplifies our strategic initiative to harness the full potential of industry collaborations. This MoU is a significant step towards engaging diverse expertise within SMU to address the critical urban challenges of our time."

Ms Shyn Yee Ho-Strangas, Managing Director (Data and Software Solutions) at PropertyGuru, commented:

"Urbanisation is also increasingly influenced by social, climate and demographic dynamics.  At the heart of this transformation, PropertyGuru recognises the pivotal role data, sentiments and insights play, and we are excited to be partnering with SMU to advance Asia's urban aspirations."

PropertyGuru's announcements came in the same week that the Group announced it would delist and be taken private by EQT Private Capital Asia.

Rightmove to become the headline sponsor of The Voice TV show

Rightmove has announced it will be the main sponsor of the upcoming season of The Voice television show.

Rightmove will feature at the start and end of each episode and appear around ad breaks with a variety of themed visuals, matching music styles to different styles of property.

Matt Bushby, Chief Marketing Officer at Rightmove, commented:

"Our headline sponsorship of The Voice UK coincides with one of the busiest periods of the year for agents, the end of the summer holidays and the start of the Autumn selling season.

"We’re investing in this sponsorship to reach people during prime-time slots on Saturday night, to help drive more people to agents’ properties and to encourage more people to make their move."

Zillow signs a sponsorship deal with the Seattle Seahawks

Zillow has launched a multi-year sponsorship with the Seattle Seahawks American football team,  kicking off the agreement with a large new sign on the north tower at Lumen Field, the team's home stadium.

Other sponsors on the sign already include Coca-Cola and Bud Light.

Zillow appears to have already been a partner of the Seattle Seahawks having agreed to a deal with the team last year.

Domclick to use a video app to monitor construction progress

The Russian portal Domclick has integrated an AI-based building-progress monitoring tool into its process for approving the release of mortgage tranches for new homes under construction.

The Rosomotr tool allows Domclick clients to track the construction process by sending photo and video reports that accelerate the decision-making process behind when to release the next tranche of a mortgage deal from an "hours to minutes" process.

Additionally, DomClick can check the exact location where the pictures were taken against the coordinates of the site to verify the authenticity and accuracy of construction.

Domclick says more than 50,000 clients have used the app for remote home inspections since its launch.