REA India Sidesteps Agents with Country's First User Subscription Service - 'Housing Premium'

August 19, 2022
Share this Post: 

The REA India-owned real estate portal has announced the launch of a new user subscription service that aims to simplify buying and selling a property in India. 'Housing Premium' will allow paying subscribers to sidestep agents and contact a seller or landlord directly through the portal's platform.

The product reportedly saw strong adoption in its pre-launch phase and has now been rolled out in all tier-1 and tier-2 Indian cities. Housing Premium users have three tiers to choose from for their 60-day subscription:

  • Basic - allows access to 10 homeowner contacts.
  • Premium - allows access to 25 homeowner contacts.
  • Assisted - allows access to unlimited homeowner contacts and a dedicated Relationship Manager to handhold them through the process.'s new product has a money-back guarantee and is being launched with a try-before-you-buy initiative which lets potential subscribers contact two homeowners free of charge before purchasing.

“At we consistently endeavour to improve ourselves to remain the most beloved brand in the country. We strive to offer unique services, keeping superior consumer experience as our central goal. Housing Premium is another step in that direction. The initial consumer response to the service has been very encouraging and we hope to see this offering become a big differentiator for us in the future,” said Dhruv Agarwala, group CEO,, and

Australian portal company REA Group took a majority stake in's former operator Elara Technologies in 2020 and rebranded the group to REA India in September 2021. Since then the portal has gone on to win a large share of traffic and now claims to be the #1 real estate portal in India with its parent now focussing on the brand rather than splitting resources with its twin portal Makaan.

Housing Premium is a bold move clearly designed to take advantage of a lack of agent collectivism and professionalism as well as REA's increasing market strength. The subscription product promises to take some of the stress out of the fraught process of finding a home in India and already has 25,000 subscribers according to a company press release.

August 19, 2022
Edmund got to know the world of portals and marketplaces working at Mitula Group (which became Lifull Connect after the buyout in 2018). He worked directly with hundreds of portals across the world in his role in the content department for three and a half years before transferring to the SEO department to understand the inner workings of listings sites. He joined Online Marketplaces as Head of Content in March 2020.

Subscribe to our mailing list to get the famous, free Friday newsletter!

News and analysis to help build better online marketplace businesses, in your inbox, every Friday

Related News

Shutterstock 147091049 To Hire 200 People In Market Leadership Push will hire up to 200 staff in fiscal year 2023 as it aims to establish itself as India's leading...

Read More
Propertyguru For Business Skyline Singapore
'Guided by Guru' - PropertyGuru Outlines New Brand Positioning

The Southeast Asian real estate portal operator PropertyGuru has announced a 'brand repositioning' and has introduced a new umbrella brand...

Read More
Shutterstock 1958725735
Spotahome Tells Staff That It Expects Another Round of Layoffs

Madrid-based on-demand rentals specialist Spotahome has announced it will go through another round of layoffs, weeks after firing two senior...

Read More
Homely And Ptg Skyline
Aussie Portal Homely Integrates with Proptech Group's VaultRE and Eagle CRMs

Australian challenger portal says it will be easier than ever for agents to list in more places after announcing...

Read More

Editor's Pick