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
Since March 2020 Edmund's job has been to read about, write about, collect data on, analyse and generally know about real estate marketplaces and the companies that run them. Before that he worked at the aggregator Mitula Group (which became Lifull Connect) for five years.

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

Aggregators Article Hero Imaghe
What Are Real Estate Aggregators and Are They About to Disappear?

Looking back at the talking points from Property Portal Watch 2010 it seems that classifieds aggregators caused a stir in...

Read More
Houseful Rebrand
Houseful (Zoopla) Launches "Movemnt" Transaction Infrastructure for Property Professionals

Houseful has launched "Movemnt", a free-to-use national home transaction infrastructure for all estate agents, conveyancers, mortgage lenders, and brokers. Movemnt joins...

Read More
Untitled Design 15 1 Releases Next Stage of Its Buyer Agency Advertising Campaign, the number-two portal in the US and part of the three-way battle for market leadership in the so-called "portal...

Read More
Untitled Design 17
REA Group Acquires Remaining Stake in Prospecting Tool Realtair

REA Group has announced that it has bought the remaining shares of Australian proptech company Realtair. Previously, REA Group held...

Read More

Editor's Pick