Adfenix and Boneo partner up to help estate agents beat property portals

Social media marketing platform Adfenix is partnering with Boneo to help estate agents fight back against the online dominance of property portals.

Seven of Sweden’s leading estate agents have come together to create Boneo.

As property portals have become the default way for people to search for properties they have taken the major share of traffic and online enquiries. The result has seen estate agents increasingly marginalised in the buying and selling process, and forced to rely on listings on the portals to reach their customers. To fight back against this, seven of Sweden’s leading estate agents have come together to create Boneo, a new property portal that will directly benefit estate agents by allowing them to pool their resources together to mutual benefit.

Adfenix’s social media marketing platform, built specifically for real estate agents, is a highly valued tool for estate agents in building real relationships with customers again. By using customer data the platform allows estate agents to target the most interested customers and deliver them a highly relevant digital experience, showing them properties that are of genuine interest. It also allows estate agents to reassert their brand, building awareness and trust directly with consumers, something portals directly inhibit.

The combination of Adfenix and Boneo will open up a new data set for estate agents that will let them provide a high quality digital customer experience. The result will be a way to reach customers before they begin their journey through the portals and re-establish estate agents.

Munyaradzi Hoto, Chief Marketing Officer at Adfenix said, “The partnership between Boneo and Adfenix is a natural alliance that will allow estate agents to once again position themselves as trusted authorities in real estate, and bring the personal connection back to an increasingly digitised and disrupted sector.

“The impact of the portals has been enormous both for the wider industry and also for hard working estate agents on the ground. Estate agents have seen their commission squeezed by increasing expenditure on the portals. Also, reaching sellers is harder and more expensive than ever. But while the customer journey has become digitised there is still a desire for a personal experience. Adfenix and Boneo can deliver that real relationship between estate agents and customers.

“Boneo will allow estate agents to pool their resources and data and the addition of Adfenix to their digital strategy opens up new ways to more precisely use customer data to deliver a higher quality customer experience. Becoming digital first is a necessity if estate agents are to survive, and the benefits for estate agents are huge: higher quality traffic direct to listing pages resulting in faster time to sale, the ability to build and differentiate their brand, the capacity to reach both buyers and sellers, and importantly a reduction on the spend on portals.”

“It was important for us at Boneo to identify the right strategic technology partner to support in delivering this new and exciting solution to the market. In Adfenix, we have found a partner that brings rich market expertise and cutting edge AI-based technology to the table. Adfenix enables Boneo to obtain a deep understanding of buyers and sellers as they engage in the property discovery and transaction process. The results we have seen with Adfenix’s platform and technology are exceptional on the market and are what make this strategic collaboration so exciting." says Marcus Svanberg, Chairman of Boneo and CEO of Länsförsäkringar Fastighetsförmedling

Adfenix is used by over 2,500 real estate offices around the world, including leading agencies in Sweden, the UK, the USA, and Australia.

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About Adfenix

Founded in 2014, Adfenix delivers world-leading digital marketing solutions for the real estate sector. Automated technology helps to simplify complex digital strategy, empowering agents to achieve a digital-first approach with minimal setup.

Our Boost suite of social media marketing products uses sophisticated AI technology to identify interested buyers and sellers on social media and directs them straight to listings and agent profile pages on the agent's website, bypassing portals. Used by thousands of agents around the world, it has so far advertised over 1 million properties. And counting...

With the 2020 launch of Engage, Adfenix is positioned to become the single most effective marketing solution to put estate agents back at the centre of the customer journey.

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Rikard Jonsson, Head of Content

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