The Southeast Asian real estate portal operator PropertyGuru has announced a 'brand repositioning' and has introduced a new umbrella brand for its B2B services.
PropertyGuru is looking to market itself as a source of guidance for all industry stakeholders. The Southeast Asian portal leader is clearly looking to become more than just a search and discovery platform and with its "new brand positioning" announced today it wants to become a "trust platform" for the region.
Hari V. Krishnan, Chief Executive Officer and Managing Director, PropertyGuru Group, said, “As Southeast Asia’s market leader, the Group is acting upon the responsibility of helping everyone in their property journey make more confident decisions. We will be the infrastructure through which anyone seeking or selling property can make confident property decisions because every interaction is upheld by principles that create trust between users.
That infrastructure is the ‘Property Trust Platform’. We are introducing data solutions that bring transparency, use our innovations in technology to deliver efficiency and digitise property buying and selling, as we guide all our stakeholders on their property journey."
Property seekers, sellers, agents and developers are all the target audience for a media campaign accompanying the brand repositioning that features the tagline "We'll see you home".
Announced alongside the brand repositioning, is PropertyGuru's move to bring all of its suite of B2B products under the new PropertyGuru For Business umbrella brand. The new brand's objective will be to guide property developers, agencies, banks, valuers, and policy/city planners and push them towards a suite of products that includes:
Remona Duquesne, Director of Brand, PropertyGuru Group, said, “Our brand repositioning reflects a strategic pivot into the Group’s new phase of growth outlining our value proposition that the Group offers, beyond search. We want to be right there at every step of the property journey, providing guidance in a market that is filled with complexity, mistrust, and anxiety. We will be that guide.
PropertyGuru becomes the latest real estate portal company to bring its B2B offerings under an umbrella brand to differentiate them from products and services designed for end-users. Last week, Zillow announced that it was bringing all agent-facing products under the ShowingTime+ brand and before that British portal OnTheMarket announced a similar move to bring its agent-facing services under the OnTheMarket Software brand.
Having floated on the NYSE via a Spac merger in March, PropertyGuru is looking to capitalise on its position as a market leader in much of Southeast Asia and beneficial demographic tailwinds to show consistent growth and eventually become a world-leading marketplace company.
The company's prospectus put a lot of emphasis on the growth of its Data & FinTech segment which is expected to contribute 13% of $222 million in revenue for the 2025 calendar year. Today's news can be seen as the next step towards igniting that growth with CEO Krishnan confirming that PropertyGuru will continue to invest to grow beyond being a pure search and discovery company:
"As we move beyond ‘property search’ and offer more end-to-end solutions, we will continue to deepen our investments in home finance, data, operating systems, and more – enabling every stakeholder with the right information and tools to make high-stakes decisions confidently.”