GPPI Portal Profile · 2025

Homeday

Combines local agent expertise with a digital workflow (myHomeday) to increase transparency, standardize the selling process, and maximize reach via distribution to major portals.

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Last updated: 2026-01-09Confidence:MediumSources:GPPI researchPublic information

Analysis byCoraly Research Team·Editorial Team

Informational profile summary based on GPPI research and public information. Not legal, financial, or investment advice.

GPPI Summary

Homeday is a German proptech real estate brokerage offering full-service support to home sellers, including free property valuations, professional photography, marketing, and portal syndication across ImmobilienScout24 and Immowelt. Founded in 2015 and headquartered in Berlin, Homeday targets the residential sales market in major German cities under a hybrid digital-and-local-agent model. It earns a success-based buyer's commission on completed sales, with no upfront fees for sellers. Homeday competes with traditional high-street agencies and proptech rivals such as McMakler and PlanetHome, differentiating on digital process efficiency, transparent commission structures, and data-driven valuation tools for home sellers.

Key takeaways

1.Positioning: Combines local agent expertise with a digital workflow (myHomeday) to increase transparency, standardize the selling process, and maximize reach via distribution to major portals.
2.Marketplace model: Tech-enabled residential brokerage marketplace (hybrid digital + local partner agents); transaction-based.
3.Monetization: Transaction-based brokerage commissions on completed sales, Agent licensing / partner economics (revenue share model introduced/expanded publicly in 2024), Potential financing/adjacent...
4.Product emphasis: Online property valuation intake and lead capture, Local agent visit/valuation and sales execution, Digital customer platform (myHomeday) for tracking viewings/offers and sale...
5.GPPI lens: assessed across Listing Quality, Discoverability, Market Experience, and Product Innovation (full index access for verified operators).

GPPI Answer Box: Homeday

A quick reference.

-Geographies served: Germany.
-Marketplace model: Tech-enabled residential brokerage marketplace (hybrid digital + local partner agents); transaction-based.
-Primary monetization: Transaction-based brokerage commissions on completed sales, Agent licensing / partner economics (revenue share model introduced/expanded publicly in 2024) (+1 more).
-Product emphasis: Online property valuation intake and lead capture, Local agent visit/valuation and sales execution, Digital customer platform (myHomeday) for tracking viewings/offers and sale progress (+3 more).
-GPPI lens: Listing Quality · Discoverability · Market Experience · Product Innovation.

At a glance

Domain

homeday.de

Headquarters

Berlin, Germany

Founded

2015

Geographies served

Germany

Marketplace type

Tech-enabled residential brokerage marketplace (hybrid digital + local partner agents); transaction-based

Monetization

Transaction-based brokerage commissions on completed sales, Agent licensing / partner economics (revenue share model introduced/expanded publicly in 2024) (+1 more)

Ownership

Majority-owned by Axel Springer (AVIV classifieds ecosystem). Previously strategic minority investment via Axel Springer + Purplebricks joint structure (2018) and follow-on investment (2020).

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Overview

Combines local agent expertise with a digital workflow (myHomeday) to increase transparency, standardize the selling process, and maximize reach via distribution to major portals.

Market model: Homeday serves Home sellers seeking valuation and sale execution; buyers searching and engaging with viewings/offers; financing assistance via partners and works with Licensed/partner real-estate agents (Makler) providing listing inventory and executing transactions; expanded licensing model with revenue share incentives.

Business model

Monetization signals

1.Revenue stream: Transaction-based brokerage commissions on completed sales
2.Revenue stream: Agent licensing / partner economics (revenue share model introduced/expanded publicly in 2024)
3.Revenue stream: Potential financing/adjacent referrals via partners (details not publicly quantified)
4.Pricing model: Commission-based; commission levels vary by region and deal structure. Marketing materials reference competitive commission positioning in some contexts.

Product and technology

GPPI tracks product signals that typically drive engagement, conversion, and operational efficiency-without assuming that a feature list alone equals value.

Product signals

1.Online property valuation intake and lead capture
2.Local agent visit/valuation and sales execution
3.Digital customer platform (myHomeday) for tracking viewings/offers and sale progress
4.Listing distribution to major portals for reach
5.Buyer support across inquiry-to-purchase; registered buyer database referenced publicly
6.Agent licensing model enabling agents to run own business and bring deals into Homeday platform
7.AI / ML usage (publicly described): Not explicitly disclosed; data-driven marketing/analytics stack suggests potential lead scoring/pricing optimization use cases.

FAQ

What is Homeday and how does it work?

Homeday is a German proptech real estate brokerage where home sellers receive a free property valuation, professional marketing (photography, portal syndication on ImmobilienScout24 and Immowelt), and guided sales support from local Homeday agents — a full-service alternative to traditional estate agencies.

How does Homeday make money?

Homeday earns a buyer's commission at the point of a completed sale under Germany's split commission model — typically around 3.57% per party including VAT. Sellers pay no upfront marketing or agency fees, with Homeday charging only on successful completion.

What is Homeday's market position in Germany?

Homeday is one of Germany's leading proptech brokerages, operating in major cities alongside rivals McMakler and PlanetHome. It competes against traditional high-street agencies and premium networks like Engel & Völkers, differentiating on digital efficiency and transparent commission structures.

How does Homeday compare to McMakler?

Both are German proptech brokerages offering hybrid digital-and-local agency services to home sellers. Homeday focuses on urban markets with strong portal syndication. McMakler has a similar hybrid model and nationwide presence. Both compete to replace traditional estate agents with technology-driven processes at lower cost.

Does Homeday handle property rentals as well as sales?

Homeday focuses primarily on residential property sales rather than rentals. Home sellers engage Homeday as a full-service brokerage to sell their property; it is not structured as a listing portal for landlords seeking tenants.

What is GPPI?

The Global Property Portal Index (GPPI) is an independent research framework that tracks how real-estate marketplaces evolve across Listing Quality, Discoverability, Market Experience, and Product Innovation.

What does this portal profile include?

This page is a public GPPI portal profile snapshot: an overview of the portal’s positioning, marketplace model, product signals, and monetization approach. It is designed for clarity and comparability, not as a financial or investment recommendation.

How do portal operators update or correct the profile?

If you represent this portal, you can claim the profile to submit verified updates (ownership, markets served, product capabilities, and trust/compliance practices).

Do you publish raw GPPI index scores?

GPPI does not publish raw underlying scoring inputs on the public site. Where available, deeper index views are shared with verified operators and partners.

Data note and citation

This GPPI portal profile is an analytic summary prepared from GPPI research inputs and public information. Some details can evolve over time.

-If you cite GPPI, reference the portal name, market, and the snapshot date shown on this page.
-We do not publish raw underlying scoring inputs on the public site.
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