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:
They are more willing to work with a startup and try new things.
It is easier to integrate our system to a smaller more flexible agency.
They have less bureaucracy which allows for faster iterations.
This can be found from the validation for Assumption 2.
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-poor, 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.
This can be found from the validation for Assumption 3.
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-poor, 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
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.
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.
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
To provide leads to our agents, we must ensure we have a robust supply of renters which fit our target customer segment. Our renter acquisition should focus on cheap, high-intent renters in Zones 1–3 London who need housing fast.
Capture “High Intent” Google Searches
TikTok / Instagram Reels
University Fairs, Posters, Accommodation partnerships
Facebook Marketplace
Cross-Posting
Referral Loop
Reddit forums
Google Search SEO & Ads
A core acquisition channel should be capturing high-intent renters through search engines. Many people actively searching for a place to live in London type queries such as “rent flat London Zone 1,” “studio apartment London rent,” or “1-bed flat Zone 2.” By creating SEO-optimized landing pages for specific neighbourhoods (e.g., Shoreditch, Camden, Canary Wharf) and property types, the platform can attract renters who are already looking for housing. Each page should showcase available listings and include a quick enquiry form with a strong call-to-action like “Get matched with letting agents in minutes.” This approach allows the platform to intercept renters at the moment they need a property, similar to how major portals like Rightmove and Zoopla capture traffic, but with a differentiator focused on speed and convenience.
Short-Form Video Content (TikTok and Instagram)
Short-form video platforms are extremely effective for reaching younger renters who spend significant time browsing property-related content. Creating engaging videos such as “What £1,500 rent gets you in London,” “London apartment tours,” or “How to find a flat in London in 24 hours” can generate strong organic reach and awareness. These videos should highlight real apartments, neighbourhoods, and the rental process while subtly introducing the platform as a faster way to connect with agents. Platforms like TikTok and Instagram are particularly powerful for this strategy because visual apartment content tends to perform well and encourages sharing among people actively searching for housing.
University Renter Acquisition
University students represent a large and frequently underserved renter segment in London, particularly those studying near Zones 1–3 who need accommodation quickly. The platform can target students by engaging with university communities, student housing groups, and online forums where students search for rooms or flats. Partnerships with student societies, campus posters, and targeted online outreach can help build awareness. Universities such as University College London, King's College London, London School of Economics, and Imperial College London are ideal starting points because they host large populations of international and domestic students who often struggle to secure housing quickly.
Marketplace Distribution Channels (FaceBook)
Another acquisition strategy is leveraging existing property marketplaces where renters already browse listings. Many renters search on platforms such as Facebook Marketplace when looking for flats or rooms. By allowing agents to cross-post their listings from the platform onto these marketplaces while routing enquiries back through the platform’s contact system, the company can tap into existing renter traffic without needing to generate all demand independently. This helps expand visibility and bring renters into the platform’s ecosystem.
Referral
Finally, a referral program can help create organic growth among renters. People searching for housing often know friends, classmates, or coworkers who are also looking for accommodation. Offering a small incentive, such as a reward when a referred user successfully rents a property through the platform, can encourage users to share it with others. This creates a network effect where each new renter has the potential to bring additional renters into the system, gradually lowering the cost of user acquisition over time.
Reddit Forums
Online communities are another valuable channel for acquiring renters because many people turn to forums when they struggle to find housing. Platforms like Reddit frequently host discussions where users ask for advice on renting in London, neighbourhood recommendations, or ways to contact agents. By participating helpfully in discussions and offering practical advice, the platform can build credibility while introducing itself as a solution that connects renters with multiple agents at once. This strategy is particularly effective because renters in these communities are often actively searching and frustrated with the traditional process.
Future Direction (past year 3)
At a high level, we plan to start charging a base subscription to partner agencies on top of the pay-per viewing lead model to stabilise our income stream. This hybrid business model will de-risk our business from lettings market performance.
As we reach profitability by year 3 and we expect this to continue, we can start offering share buybacks to early investors & employees.