How we helped HomeViews get acquired by Rightmove

Two years of brand positioning, growth strategy, and hands-on marketing that took HomeViews to 2 million organic visitors a year…and a Rightmove acquisition.

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HomeViews is the UK's only review site dedicated to residential property, giving consumers genuine insight into developments and giving developers the benchmarking data they need to understand how their homes compare. When Scale Up Collective started working with HomeViews in March 2021, it was an early-stage startup with a two-sided marketplace model requiring simultaneous growth on both the consumer and developer side, with neither able to scale without the other.

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The goal

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Build the brand, marketing strategy, and growth engine for a two-sided marketplace, growing consumer organic traffic and B2B developer partnerships in parallel, towards an acquisition-ready commercial position with strong metrics on both sides.

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The challenge

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Growing the consumer side without developer partnerships produces traffic with no revenue. Growing developer partnerships without consumer traffic produces a product with no proof of value. Both sides had to move together, with a strategy capable of scaling as the business evolved.

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Results

2 million organic visitors per year

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Built the organic growth engine that brought HomeViews' core audience (people making significant property decisions) to the platform at scale.

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140% growth in B2B partnerships

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The developer side of the marketplace grew substantially, reflecting both consumer traffic growth and the brand credibility HomeViews had built in residential property.

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Acquired by Rightmove

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The commercial trajectory, brand position, and partnership growth directly supported the acquisition by the UK's dominant property platform.

The strategy

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Audience research and brand positioning

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Built the strategy on a genuine understanding of both sides of the HomeViews marketplace:

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• Studied the behaviour and motivations of homeowners and buyers making residential property decisions
• Mapped how those consumer dynamics affected developer decision-makers and what they needed to see to engage
• Used the insight to define brand positioning and marketing strategy that served both audiences simultaneously

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B2B developer partnership growth

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Grew the commercial side of the marketplace in parallel:

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• Developed the proposition, sales materials, and outreach strategy for developer partnerships
• Identified and prioritised the developer segments most likely to see value in HomeViews' benchmarking data
• Built the partnership pipeline and account management approach to grow revenue from the B2B side

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Embedded long-term partnership

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Grew with HomeViews over two years, evolving the engagement as the business matured:

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• Moved from running weekly marketing activity to acting as strategic advisor to the management team
• Ran capability-building workshops to upskill the wider HomeViews team as the internal function developed

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