New Property Discovery App Officially Launches with TV Campaign

Why It Matters

By offering a per‑property pricing model and free options, HOMING IN® could reduce marketing spend for UK agents and increase competition in a market dominated by Rightmove and Zoopla, potentially reshaping how listings reach consumers.

Key Takeaways

• HOMING IN® launches TV campaign on Sky TV
• App offers free and low‑cost marketing for agents
• Pricing based on property count, starting £15/month
• No price rise for three years, capped at 10% Rightmove
• Direct enquiries route through agents' own websites

Pulse Analysis

The UK property‑tech sector has seen a surge of mobile‑first platforms that promise faster, more personalized home‑search experiences. While digital channels dominate, television remains a powerful brand‑building medium, especially for reaching a broad demographic that still relies on traditional media for major life decisions. HOMING IN®’s decision to debut with a high‑visibility Sky TV campaign signals confidence in its value proposition and aims to capture the attention of both consumers and agents before the market becomes saturated with similar apps.

What sets HOMING IN® apart is its pricing architecture. Instead of charging agents per office or per lead—a model that can penalise smaller firms—the app bills based on the number of active listings, starting at £15 a month for up to 50 properties. This per‑property approach aligns costs directly with inventory, offering a predictable expense line for agencies of any size. The inclusion of a free tier further lowers the barrier to entry, while the three‑year price‑freeze and a ceiling of 10% of Rightmove’s fees provide a clear financial safeguard against escalating portal costs.

For estate agents, the platform promises immediate operational benefits: direct enquiries flow to their own websites, reducing reliance on third‑party portals, and each listing receives a branded virtual board that enhances visibility. If adoption gains traction, HOMING IN® could pressure incumbent portals to reconsider their pricing strategies, potentially driving a broader industry shift toward more flexible, property‑count‑based models. Agents that leverage the app early may gain a competitive edge by cutting marketing spend while still reaching the tech‑savvy buyer segment that increasingly starts its search online.