Grow and Reimagine Online Home Search

Pioneering realty website is revealing a new, modernised brand experience and supporting marketing campaign in partnership with Norfolk-based digital agency Grow.

In order to meet the needs of today’s digitally-native homebuyers, while differentiating it from competitor brands like Zillow, Trulia and, Grow set out to reimagine the brand through a streamlined and intuitive people-first experience.

Millennials represent the largest share of homebuyers today, so and Grow created an experience that’s simply and beautifully designed, personalised and reflective of what’s most important to this category of buyers.

“We have spent the past year reimagining from the ground up to make it simpler, smarter, faster and more fun for people to search for their next home online,” said David Mele, President of “The result is a completely new, ultra-personalised search experience that combines elements of Pinterest, Facebook, artificial intelligence, and social as well as smarter design to help both home shoppers and real estate agents streamline the process of finding the perfect home match.”

Insights stemming from consumer and industry research informed Grow’s approach to create a digital experience that better mirrors the human experience of buying a home. Using those insights, Grow created three new key features called Snap & Search BETA , Match and HomeShare, which were created with powerful AI technology — such as machine learning and predictive search — as well as careful consideration to simple user experience.

These features will turn into the premier home search destination. These proprietary features have also never been implemented in online homebuyer searches.

  • Snap & Search BETA is an entirely new feature for both and the real estate sector, allowing image-based search of millions of properties through AI. Just as the name suggests, users can either snap a photo of a home with their phone’s camera or grab a photo they’ve saved from other sites like Pinterest or Houzz, and upload it to to search for homes with similar exterior styles in their desired location. Future versions will allow users to search with interior photos.
  • Match is a more human way to search for a home. In the search criteria, house hunters can prioritize what they “must have” and note what’s “nice to have,” the way homebuyers naturally do when they talk to their agent about what they’re looking for. Match then assigns a match percentage to that home based on how well it fits their preferences. This way, homes aren’t automatically ruled out when they don’t have “nice to have” features.
  • HomeShare simplifies the collaborative aspect of searching for homes. When searching together with family, friends and agents, HomeShare lets collaborators save, share, comment, and track their favorite listings within

Grow also created and developed a national, digital ad campaign to introduce the new, which will showcase what a ‘Simply Smarter Home Search’ really looks like for homebuyers. The campaign leads with the key features that differentiate the experience from the rest of the category: Snap & Search, Match and HomeShare.

“Instead of making it easier to find a new home, online search sites have made the process even more overwhelming. The category’s current standard is a dizzying array of data that doesn’t recognize what matters most to the buyer,” said Drew Ungvarsky, CEO and Executive Creative Director of Grow. “We teamed up with to reimagine search with the buyer in mind, instead of the data. To better reflect the real-life experience, we reinvented and created a launch campaign to introduce a simpler, smarter way to search online.”

Source: Grow

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