IRR is a well-positioned and perceived brand on the Russian market, attracting over 16 million visitors per month and its new partnership with Homsters will enable the site to replace its new development property section by leveraging the technology on Homsters site.
The partnership is expected to boost monetization on existing traffic and make IRR competitive in one of the most interesting segments – new developments.
Homsters builds online services to help those in middle class emerging markets choose and purchase properties in new developments and its CEO and co-founder Andrew Olejnik, says the company’s partnership with IRR will help the Russian portal forge ahead in this sector.
“A cooperation with Homsters allows our partners to immediately put on a top-notch offer for new developments, increase traffic monetization and also opens the gates into the real estate transaction stream without creating risks for their existing business model,” Olejnik said.
“The new development segment on emerging markets takes up to 50-70% of the transaction volume, but developers and new-home buyers demand a specific approach and can’t be properly serviced with a standard classified business model. Classifieds have the traffic and powerful brands, but need a product offer specifically designed for that segment. Our fully performance and data-driven service, which matches potential buyers with developers is just that. “
Michael Kart, CEO at Pronto Media Holding, said the partnership will enable IRR to strengthen its leadership position in Russia’s real estate market.
“We’ve combined local knowledge and our partner’s expertise in order to provide our users with a competitive and convenient product. The product will be launched for primary residential real-estate market in two major cities – Moscow and St. Petersburg and later rolled out to the whole of Russia. Our goal is to offer a comprehensive and an up-to-date database of all new residential development projects with an easy to use interface.”
The Homsters platform is fully white-labeled to fit the IRR brand. It went live in August 2017 and is going to be aggressively developed going forward.