Client Overview
Acrona Imoti is a Plovdiv real estate agency competing with large national portals on its home turf. The strategy: own the direct relationship with Plovdiv buyers on the agency’s own platform while using the big portals as secondary distribution. DomGrid built the platform that makes that strategy work.
Client’s Challenge
- Portal Dependence: Relying on national portals means renting the buyer relationship.
- Home-Turf Competition: Large platforms dominate Plovdiv searches the agency should own.
- Canonical Confusion: Without an authoritative source, listings scatter across channels.
- Direct Contact Missing: Portal enquiries reach the portal first, the agency second.
Objectives
- Own the Catalog: The agency’s site as the canonical listing source.
- Syndicate Strategically: imot.bg and other portals as secondary distribution, not the primary home.
- Serve Plovdiv Buyers Directly: Local search and filtering with clear agent contact paths.
- Price for the Transition: EUR pricing throughout.
Strategy and Solution
Research and Analysis
We assessed the trade-off every regional agency faces between portal reach and owned relationships, and structured the platform so the agency gets both: portal visibility as distribution, its own site as the destination.
Strategy
- Canonical-First Architecture: The agency platform as the authoritative catalogue.
- Portal Syndication: Listings distributed to imot.bg as the secondary channel.
- Houzez Search: Property filtering built for Plovdiv-focused buyers.
- Direct Contact Paths: Every listing routes enquiries straight to the agency’s agents.
Implementation
We built the Houzez platform with the Plovdiv-focused search and filtering, EUR pricing, agent contact paths and the syndication setup feeding imot.bg as secondary distribution.
Final Results and Summary
Outcomes
- Catalog Owned: The agency’s site is the authoritative source, portals are distribution.
- Direct Buyer Relationships: Plovdiv enquiries reach the agency without an intermediary.
- Local Search Presence: Plovdiv-focused archives target home-turf searches.
- Active and Growing: The platform carries current listings through 2026 completions.
Summary
Acrona Imoti runs the strategy every regional agency should consider: syndicate to the big portals for reach, but own the canonical catalogue and the buyer relationship at home. The platform makes Plovdiv buyers the agency’s own audience, not the portals’.