The real estate market in Pakistan has been extremely cash-heavy and dependent on brokers. In this old-fashioned business style, launching an app and making it the largest marketplace for properties is challenging. Zameen.com accepted that challenge and changed the outlook of the market.
It makes it extremely easy for people to browse and find the most suitable homes for buying or renting. Even if you don’t have much knowledge of the market conditions, you can use the app or website to choose the most affordable homes anywhere in Pakistan.
Founding and Early Growth
Zameen.com launched in 2006 as a modest startup in Lahore by brothers Zeeshan Ali Khan and Imran Ali Khan. They wanted to make things transparent and trustworthy in the real estate industry.
From the idea to execution, they used clever hacks and made their name a go-to resource in this niche. They also won CNBC’s Best Property Portal in Pakistan (2007) and Best International Portal (2008).
Strategic Business Evolution of Zameen.com
To capture transaction commissions in a cash-heavy market, Zameen added developer marketing services, then launched Zameen Developments (2018) for projects like Zameen Opal.
In 6 years, they grew revenue by 20X ($31.9M by mid-2022). It includes the portal fees, affiliates, and developments. It also attracted overseas Pakistanis into real estate investments.
To cater to the entire consumer journey, they have developed several key services on their platform.
- Property Search and Listing: Users access thousands of verified listings for houses, plots, flats, shops, and more across different cities via smart filters for price, location, area, bedrooms, and specifics like corner plots or installment options.
- Zameen Developments: This arm develops and markets proprietary projects like Zameen Opal in Lahore.
- Video-Based Property Tours: Property detail pages include embedded videos alongside image galleries, allowing buyers to view 360-degree tours, walkthroughs, and agent-provided footage for remote evaluation.
- Market Insights: You can get market insights and explore more dynamic features of Zameen, like a home loan calculator, plot finder, area unit converter, property trends, and construction cost calculator.
- Customer Support: In-app direct calling to agents/sellers, query response tools, and contact forms offer instant assistance.
- Advertising Solutions: Sellers boost listings to top search results, developers run premium campaigns, and agents subscribe for lead generation.
Clever Marketing Strategies of Zameen
They have gone in both directions: business-to-customers and business-to-business. Their multi-channel approach focused on building mass-market brand awareness and then optimizing it for maximum growth.
Core Techniques They Have Used in Marketing and Promotion
OOH & TV Campaigns: Extensive TV commercials and out-of-home (billboards, LED screens) with consistent branding.
Creative Tagline: Use of the memorable tagline “Har Pata, Humain Pata Hai.”
360-Degree Digital Content: Aggressive campaigns across Google, Facebook, Instagram, YouTube, TikTok, and others.
Zameen Expos: Organize large-scale property expos locally and internationally.
Tiered Advertising Packages: Offers “Hot” and “Super Hot” listing upgrades, banner ads, and dedicated packages for agents/developers.
Educational Content: Publishes area guides, market trend reports, and blogs.
Mobile Apps & Magazine: Offers apps on all major platforms and a monthly real estate magazine.
What Makes Them Different From the Competition?
Integrated 360-Degree Marketing: They ensure their message is consistent across TV, billboards, digital platforms, and events, creating a unified brand experience.
Trust as a Central Theme: Their branding and tagline directly address a core need in real estate: reliable information and expertise.
Serving Both Sides of the Marketplace: They attract individual users through brand advertising while generating revenue and inventory by providing powerful marketing tools to agents and developers.
Building Your Business Success Story at Work Hall
Just as Zameen.com transformed Pakistan’s real estate through innovation and strategic execution, your business deserves a workspace that supports growth. Work Hall co-working space provides the perfect environment for ambitious entrepreneurs, startups, and established businesses to thrive.
Whether you’re launching the next disruptive marketplace like Zameen or scaling your existing venture, Work Hall offers modern facilities and collaborative spaces for everyone. Our flexible workspaces and meeting rooms are designed to adapt to your business needs.
We provide the infrastructure and atmosphere where great ideas can flourish into market-leading businesses.
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