Erosion risks

• A structural shift to social/creator-led discovery reducing portal traffic
• Competitor product leap narrowing audience and lead quality gap
• Regulatory limits on data usage or consumer tracking

Leading indicators

• Relative audience/visit share vs Domain and other portals
• Advertiser lead volume and lead-to-sale conversion metrics
• Premium package and add-on attach rates

Counterarguments

• Agents can multi-home listings (REA + competitor), reducing exclusivity of inventory
• Portals compete on marketing spend and product features; advantages can be attacked with investment

Erosion risks

• Privacy regulation reduces ability to collect/use behavioral data
• Competitors gain comparable data via partnerships or alternative datasets
• Model quality becomes commoditized via broadly available AI/ML techniques

Leading indicators

• PropTrack revenue and product adoption (AVM/CMA usage)
• Accuracy benchmarks and customer adoption for valuation tools
• Changes in privacy/ad-tech policies affecting data access

Counterarguments

• Some property datasets are available from public records and third parties, limiting uniqueness
• Data advantage matters less if consumer experience/features converge across portals

Erosion risks

• Agencies standardize on independent CRMs/proptech stacks
• Open integrations make workflow tools portable across portals
• Price increases push agencies to downgrade subscriptions

Leading indicators

• Ignite monthly active users and retention
• Pro subscription penetration and churn
• Attach rate of platform tools (e.g., CampaignAgent/Realtair features)

Counterarguments

• Workflow tools are not fully exclusive; agencies can adopt third-party alternatives
• Large franchise groups can negotiate and maintain multi-portal processes

Erosion risks

• Brand damage from outages, scams, or data/privacy incidents
• Perceived listing experience declines vs competitors
• Housing market downturn reducing willingness-to-pay for premium advertising

Leading indicators

• Direct traffic share and app installs
• Advertiser yield/ARPA trend vs listings volumes
• Consumer engagement per listing

Counterarguments

• Brand moats in digital marketplaces can erode if product quality slips
• Competitors can buy share via marketing and promotions during cyclical downturns

Erosion risks

• Lenders cut broker commissions or change policies
• Consumers shift to direct-to-lender digital origination
• Realestate.com.au traffic or intent signals weaken

Leading indicators

• Broker lead volume from realestate.com.au
• Submission and settlement volumes
• Broker network size and productivity

Counterarguments

• Mortgage broking is fragmented and competitive; distribution advantages can be replicated via partnerships and paid marketing
• Pricing power is limited because commissions are largely set by lenders

Erosion risks

• Service quality issues or compliance breaches damaging trust
• Regulatory tightening for broker conduct/disclosure
• Competitors outspend on marketing and partnerships

Leading indicators

• Lead-to-settlement conversion rate
• Customer satisfaction / complaints
• Brand search volume and direct enquiries

Counterarguments

• Consumers can shop brokers easily; brand advantages may be secondary to rate and service speed
• Major banks and digital lenders have large marketing budgets and incumbency

Erosion risks

• Aggressive competitor promotions and marketing spend
• Platform shifts in mobile distribution or search algorithms
• Trust/safety issues (fraudulent listings) reducing repeat usage

Leading indicators

• Monthly app sessions and active users
• Share of app downloads vs key competitors
• Marketing efficiency (CAC vs revenue growth)

Counterarguments

• High competition and marketing intensity can quickly shift consumer behavior
• Multi-homing is common (consumers and agents use multiple apps/portals)

Erosion risks

• Competitors build comparable supply and audience, weakening network flywheel
• Rising marketing costs reduce returns on growth
• Regulatory or platform policy changes affecting digital advertising

Leading indicators

• Advertiser ARPA and renewal rates
• Depth penetration / premium product adoption
• Contribution margin trend (marketing vs revenue)

Counterarguments

• Local competitors with scale and capital can contest supply/demand simultaneously
• Network effects are weaker when agents/developers list across multiple portals