PHOTO: Homely. FILE
🏠💰 Australia’s property scene is in for a shake-up. A new real estate challenger, Homely, has raised $70 million from industry insiders, backed by a cashback scheme that’s turning heads—and raising eyebrows.
🏦 What’s Going On?
Agents across Australia are receiving monthly cashbacks—up to 35% of their ad spend with Homely—as part of its Uplift Program.
📣 But here’s the kicker:
If agents aren’t telling their clients about this bonus, it could breach laws banning undisclosed incentives, a.k.a. kickbacks.
🤝 The Deal
✅ Agents pay Homely $650/month
💸 Homely pays back ~$220/month (sometimes much more!)
📌 To qualify, agents complete “simple marketing tasks” (like stickers and social posts).
🚨 Is It Transparent?
Experts and consumer advocates say:
“If vendors don’t know about it, that’s a problem.”
📉 Many Aussies already distrust real estate agents. This could fuel that fire.
📋 Legally, any benefit from vendor payments or marketing incentives must be disclosed.
⚖️ What Homely Says
🙅♂️ “No kickbacks here.”
👨💼 Homely claims the cash comes from agent fees, not vendor pockets.
🏷️ 97% of listings are free for vendors, they say.
But internal docs hint at a grey area where vendor-paid ads (VPA) may influence cashback amounts.
🧠 Why It Matters
💸 Selling a home is one of life’s biggest financial decisions.
👁️ Full transparency is a must.
📢 If agents are earning cash for promoting a platform, you deserve to know.
🧐 Final Word
If your agent pushes a particular platform—ask why.
✔️ Is it best for your sale,
❌ or best for their bottom line?
SOURCE: SBS