PropertyGuru is the biggest property search engine in Singapore. With Singapore taking the crown for Most Expensive City in the World recently, this is a pretty damn good time to be a property search engine.
One of the features of a paid account with PropertyGuru is that Agents get a website for free. Here are a few examples:
They all have the same boiler plate layout with data extracted from their PropertyGuru account.
That’s a pretty cool feature, double dipping the data twice and charging the agents for it. But that’s not the growth hack. Each deployment of this custom website comes with a bunch of static pages which are actually removable by the agent.
Each of the static pages are targeting a set of keywords. For example, in buying guide, the keywords targeted are: residential property, HDB, private residential property and executive condominium. Links with those anchor text leads back to their website whereas links leading to other websites have anchor text labelled as ‘here’.
While this is great for PropertyGuru, it’s not so great for the individual agent and the reason for this is duplicate content. When Googlebot sees 10,000 different pages all with the same content, it’s going to place lesser value on each of these pages. To a certain extent, it will also affect the link juice following back to PropertyGuru. However, the benefits seem to outweigh the negatives for now as PropertyGuru is absolutely killing it at the moment.
If I were PropertyGuru, I would start randomizing the content generated by these static pages and inject ‘unseen’ HTML to make each page seem more authentic. Another thing that puzzles me is that PropertyGuru seems to be leaving link juice on the table. Given that they have full control over the content, a listing page like this: http://www.81238888.com/13971572 ought to have a link back to the original listing on PropertyGuru as well. Perhaps they are just being cautious.
If I were a Property Agent, I would definitely host my site on my own domain and set up a Real Estate Themed WordPress implementation. Over reliance on one marketing channel is a very risky long term strategy. Content marketing and promoting your own brand is definitely the only sustainable long term online marketing strategy.
If you’re wondering what Growth Hacking is, check out my previous blog post: Growth Hacking. What is it?.