Business Strategy
Customer Segments
Domo's marketplace is powered by two interconnected customer segments: real estate agents and renters. Real estate agents drive revenue by paying for access to high-quality leads. But those leads only exist because Domo also serves renters, providing them with a platform that genuinely supports their search. The diversity within both segments, across geographies, preferences, and profiles, is what makes Domo's matching both valuable and scalable.
Real Estate Agents
Although our end target is to target larger more established real estate agencies like Foxtons, Dexters and Chestersons, our initial customer segment is focusing on smaller, more targeted real estate agencies. This is because: 1) They are more willing to work with a startup and try new things. 2) It is easier to integrate our system to a smaller more flexible agency. 3) They have less bureaucracy which allows for faster iterations.
Zone 1-3, London
High-demand rental areas with fast turnover and competitive pricing. Agents operating in Zones 1–3 handle time-sensitive enquiries and benefit most from streamlined communication and qualified, ready-to-move renters.
Lettings focused
Agencies specialising in lettings rely on consistent lead flow and speed to close. Our platform helps them prioritise serious renters, reduce back-and-forth, and fill properties faster with higher-intent matches.
Boutique, smaller firms
Independent agencies value flexibility and personal relationships. With fewer layers of bureaucracy, they can adopt new tools quickly, respond faster to renters, and deliver a more tailored rental experience.
During our validation phase, we began cold calling agencies within our target customer segment to gauge interest in Domo. Within just 10 calls, we successfully onboarded the agencies shown below — a strong early signal that we've identified the right customer segment and that demand for our solution is real.
We used a scraping tool to extract publicly available data from Rightmove and identified over 2,000 real estate agencies operating across Zones 1–3 in London. We then refined the dataset by narrowing our focus to small- to medium-sized agencies with portfolio sizes between 30 and 60 properties, resulting in a shortlist of approximately 670 agencies. From this refined group, we sourced publicly available contact details and obtained direct email addresses for around 240 agencies, creating a highly targeted outbound prospect list.
Renters
We target renters in Zones 1–3 in London, where rental demand is highest and speed is critical. These renters are typically time-sensitive, digitally savvy, and seeking high-quality, well-managed properties from responsive agencies. Because of the competitive nature of real estate in Zone 1-3 in London, as well as the time sensitivity of these renters, a platform like Domo would save them time & provide early access to their properties.
Zone 1-3, London
We focus on renters searching in Zones 1–3 in London — high-demand areas characterised by fast turnover and competitive pricing. Renters in these locations often face intense competition and need to move quickly, valuing early access to quality listings, streamlined communication, and a smooth, efficient process to secure a property.
Time-Sensitive, Serious Movers
Our target renters are time-sensitive, serious movers — typically young professionals, corporate tenants, and individuals relocating for work. They are usually looking to secure a property within 2–6 weeks, are financially qualified, and are prepared to make decisions quickly when they find the right fit.
Experience-Focused Renters
These renters expect fast responses and clear, transparent communication throughout the process. They prefer a digital-first search and booking experience, value curated and highly relevant listings over overwhelming choice, and appreciate a professional, boutique-style service.
Go To Market
Because we serve two distinct but interdependent customer segments — real estate agents and renters — our go-to-market strategy must be designed to address both sides of the marketplace in a deliberate and sequenced way. Success depends on building supply (agents and listings) while simultaneously generating high-quality demand (serious renters), ensuring each side reinforces the other.
Agent Acquisition Strategy
We have developed a multi-phase go-to-market strategy to acquire real estate agencies in a focused and strategic way.
Phase 1: Boutique Agency Acquisition
We will initially target boutique, lettings-focused agencies through direct outreach. The reason for this is direct outreach is cheap and technically simple. These firms are typically more agile, quicker to adopt new solutions, and easier to onboard. This allows us to refine our product, messaging, and onboarding process while building early case studies and measurable traction.
During our validation phase, we tested a simple outbound sales funnel and achieved a strong conversion rate, closing 25%+ of agencies once a sales call was scheduled. This performance further validates our direct outreach strategy as an effective method for acquiring boutique agencies. The results demonstrate clear product-market resonance within this segment and give us confidence in scaling this structured, repeatable sales process.
Sales Funnel
Lead generation: Scraping listing sites for agencies that match out targeting criteria.
Cold Email (Engagement): We send cold emails to leads asking to set up a sales call (3% conversion rate from validation trials)
Sales Call: Speak directly with leads to demonstrate our solution and learn more about their problems
Onboarding : Sign agreements and help agencies start using Domo.
Through conversations with numerous boutique agencies, we’ve learned that they’re constantly seeking innovative tools—whether through social media channels or at real estate industry events. This insight guides our approach to engaging them where they’re actively exploring solutions.
Phase 2: Leveraging Case Studies to Acquire Larger Chains
With successful integration of smaller agencies as proof points, we then target larger real estate chains, such as Foxtons, using our Phase 1 successes as tangible examples of the value we bring. This approach not only strengthens our credibility in negotiations but also reduces acquisition risk by showcasing a replicable and scalable growth model.
This phased strategy allows us to build momentum, refine operational processes, and create compelling evidence of our ability to enhance agency performance—positioning us as an attractive partner for larger, more complex acquisitions.
Sales Strategies
Leverage Phase 1 Success Metrics
Approach: Use the results from smaller agencies on Domo as proof of concept. Show metrics like lead volume growth, conversion rates, and revenue increase after joining the platform.
Why it works: Larger chains care about ROI. Demonstrating that Domo can consistently deliver leads and measurable revenue growth builds credibility and reduces perceived risk.
Offer a Partnership or Pilot Program
Approach: Instead of immediately acquiring or onboarding the whole chain, propose a pilot program to demonstrate Domo’s value.
Why it works: Big agencies are cautious about switching platforms or committing to external lead generation services. A pilot provides proof without high upfront risk.
Integrate Proprietary Technology Solutions
Approach: Highlight how Domo’s platform improves lead capture, agent productivity, and marketing efficiency. Offer integration with their CRM or internal systems.
Why it works: Large chains value tools that enhance performance without disrupting existing workflows. Domo becomes not just a lead source, but a growth enabler.
Renter acquisition strategy
Our renters are se
Assumption 1: Renters spend a lot of time scheduling viewings and are looking for a faster way.
Assumption 2: Agents spend a lot of time on their phones and emails to process renter’s information
Assumption 3: Renters are happy to share their personal data with DOMO.
Assumption 4: Agencies are willing to pay per lead.
Assumption 5: DOMO is technically and legally feasible.
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