Revitalizing Revenue: How Property Portals Can Monetize with Digital Offers

Real estate portals are constantly seeking new ways to monetize their platforms and diversify their revenue streams. One approach that many portals have pursued is offering mortgage services. However, the largest global real estate portals, including Zillow, Redfin, and Australia's REA Group, have all struggled to achieve profitability in this area, despite making major forays into mortgage with large acquisitions. The evidence suggests that the number of brokers and mortgage loan originators (MLOs) is what drives meaningful business growth in the mortgage industry. This is because brokers are closer to the transaction than traditional property portals, and are directly connected to the buyer throughout the process.

To address this challenge, property portals are exploring ways to embed digital offer directly into their platforms. By doing so, they can get closer to the transaction and increase the potential for mortgage attachment. Also by capturing valuable data on the transaction process, portals can provide a more seamless experience for buyers, sellers and agents, increasing the number of visits by a consumer to the portal and providing greater opportunities for monetization.

Embedding digital offers in property portals can provide a range of benefits for both buyers, sellers and agents. First, it can help to streamline the process of making offers and counteroffers, which can be a cumbersome and time-consuming process in traditional real estate transactions. With on-portal digital offers, buyers can quickly and easily submit offers on a property, and agents can respond in real time, without the need for multiple rounds of phone calls or emails.

In addition to streamlining the offer process, digital offers can also provide greater transparency and accountability throughout the transaction. By tracking the status of each offer, buyers and sellers can have greater visibility into the process, and can feel more confident that their interests are being represented by the agents. This can help to build trust between stakeholders, and ultimately lead to a more successful transaction.
By embedding digital offers, portals have access to valuable data throughout the offer process, including when an offer is accepted. This gives them an opportunity to offer targeted services such as mortgage attachment and moving services, increasing user engagement and generating revenue. For example, if a property portal knows that a buyer has had their offer accepted, they can provide targeted information on mortgage lenders and moving companies, helping to facilitate the next steps in the transaction.

In addition to the potential for increased revenue, embedding digital offers in property portals can also lead to a more engaging user experience. By providing a seamless and transparent transaction process, portals can help to build trust and loyalty with their users, encouraging them to return to the platform for future transactions. This can help to increase overall user engagement and retention, and may ultimately lead to increased revenue through other services, such as home insurance or home improvement services.

Of course, there are also challenges to embedding digital offers in property portals. For example, portals must ensure that the technology is secure and reliable, and that it can handle the high volume of transactions that may be generated. They must also ensure that the user experience is intuitive and easy to use, to encourage adoption and minimize friction in the transaction process. This can be addressed by working with domain specialists and despite these challenges, the potential benefits of embedding digital offers in property portals are significant.
By getting closer to the transaction and capturing valuable data, portals can offer targeted services and increase user engagement, leading to a more sustainable and profitable business model. While offering mortgages may be a challenging path to profitability, property portals can still find ways to diversify and grow their revenue streams. For portals looking to grow, embedding digital offers is one promising approach that should be considered.