LIFULL MOVE

What LIFULL MOVE does

LIFULL MOVE operates LIFULL HOME'S, Japan's largest real estate and housing information portal, with 6,085,915 total property listings and 178,204 new listings added daily across all 47 prefectures. The platform functions as a dual-sided marketplace: on the consumer side it serves individual renters, home buyers, real estate investors, senior housing seekers, and custom home builders with multiple search methodologies (address, station/route, commute time, map, school district, tag-based); on the B2B side it serves real estate companies with AD Master for multi-portal listing management, a CRM with LINE/SMS integration, and a Sales Valuation matching service. Proprietary features include 360-degree panoramic property viewing, a cost simulator, and 5 consecutive years of #1 ranking in visit-to-assessment rate (29.9% versus competitors at 25.9% and 25.3%).

Name

LIFULL MOVE

Legal name

LIFULL Co., Ltd.

Website

https://homes.co.jp

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

LIFULL MOVE operates LIFULL HOME'S, Japan's largest real estate information portal, connecting 6M+ property listings with renters, buyers, investors, and real estate companies across all 47 prefectures via consumer search tools and B2B partner services.

Ownership category

akta.pro rank

Product category

Online Real Estate Marketplace

NAICS

Offices of Real Estate Agents and Brokers (5312), Web Search Portals and All Other Information Services (519290)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Buyer Representation Services (BPAJAAAJ)

akta.pro secondary industries

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE), Corporate Housing Booking Platforms & Marketplaces (THAMAHAK)

Keywords

• Real estate marketplace
• Property listings platform
• Rental property search
• B2B real estate tools
• Property valuation services

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. 物件掲載料金 - 問い合せ課金プラン: Inquiry-based pricing where real estate companies pay only when they receive email or phone inquiries from prospective tenants/buyers. Suitable for companies wanting to manage advertising costs seasonally.
2. 物件掲載料金 - 掲載課金プラン: Listing-volume based pricing where fees are determined by the number of properties posted. Suitable for companies with fewer properties or those preferring predictable monthly advertising costs.
3. Advertising and Promotional Services: Featured listings, special topic pages, and promotional placements for real estate companies seeking enhanced visibility
4. 売却査定サービス (Sales Valuation Service): Property valuation matching service connecting sellers with real estate companies. LIFULL earns referral/matching fees from participating companies.
5. Data Solutions: Real estate data solutions (不动产データソリューション) providing aggregated market data to businesses for research and strategy purposes

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

LIFULL MOVE operates LIFULL HOME'S, Japan's largest online real estate marketplace aggregating over 6 million residential and commercial property listings across all 47 prefectures, including rentals, purchases, investments, custom-built homes, and senior housing. The platform serves individual property seekers with free self-service search tools (panoramic 360° viewing, school district maps, commute-time search, cost simulator) and supplies real estate companies with B2B listing management (AD Master), CRM with LINE/SMS integration, inquiry-based and subscription advertising plans, and a sales valuation matching service.

Product overview

LIFULL HOME'S operates as a comprehensive real estate platform offering both B2C and B2B services. The core B2C offering includes the main LIFULL HOME'S portal for residential and commercial property search (rentals, purchases, investments, order-built homes, and renovations), complemented by the mobile app for on-the-go property searching. The B2B ecosystem includes AD Master for property listing management, a CRM system for customer relationship management, and Mabichi Bank for empty property management. Supporting services include moving-related offerings (Hikkosu-lsto, Hikko Hyoron, Hikko Box), renovation services (HOM_FORME), and lifestyle services (Kurashi no arte). Social initiatives include FRIENDLY DOOR for foreign residents and えらんでエール donation program.

Differentiator

Problem solved

Functional benefit

Products and services

• LIFULL HOME'S Japan's comprehensive real estate portal offering residential and commercial property listings, rental apartments, purchase properties, investment properties, order-built homes, and renovation services for individual consumers and real estate professionals.
• LIFULL HOME'S App (Property Search App) Mobile application for iOS and Android enabling on-the-go property search with location-based features and synchronization with the LIFULL HOME'S website.
• AD Master Professional B2B property listing management platform for real estate agents and brokers to manage and publish property advertisements across multiple portals with synchronized listing capability.
• CRM B2B customer relationship management system for real estate professionals enabling LINE/SMS-based customer correspondence, lead tracking, and follow-up automation.
• Mabichi Bank (マチbank) Specialized database platform of empty (vacant) properties and available land for real estate agents and property owners to list and search vacant property inventory.
• HOM_FORME Renovation consultation and design service for property improvement and space redesign, connecting consumers with renovation specialists.
• LIFULL MOVE (Hikkosu-lsto / Moving Service) Online moving service platform enabling users to compare and book moving companies through rankings, reviews, and quote comparisons.
• Hikko Hyoron (Expert Moving Consultation) Expert moving consultation and review platform that helps users make informed moving decisions through professional advisors and verified customer reviews.
• Hikko Box Direct-to-consumer moving box and packing materials delivery service for residential relocations.
• Kurashi no arte (くらしのarte) Lifestyle services platform aggregating moving assistance, home services, and daily living support offerings for residents.
• FRIENDLY DOOR Multilingual housing search support service for foreign residents in Japan, providing assisted housing search with partner real estate companies that offer foreign-national-, LGBTQ-, and senior-friendly listings.
• Property Valuation Matching Service (売却査定サービス) Property valuation matching service that connects property sellers with real estate companies seeking new listings; LIFULL earns referral/matching fees from participating companies.

Quantifiable outcome

• 363.43% increase in property sales inquiries (2020-2025)
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature5 records

Partnerships

One partnership is on record.

• 健美家 (Kenbiya)coreChannel Partner/ Reseller/ DistributorKenbiya is an investment real estate information site with strength in multi-unit buildings and high-attribute investors. LIFULL HOME'S has a simultaneous listing partnership where investment properties can be posted on both platforms, increasing exposure to different investor segments. Kenbiya has 90,000+ listings, 1.5M+ monthly visits, and 31,000+ monthly inquiries.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AtHome Co., Ltd. Japanese real-estate portal aggregating rental and purchase listings nationwide. Competes head-to-head with LIFULL HOME'S for both consumers and listing-partner revenue, with the closest comparable commercial model in Japan.
• SUUMO (Recruit Holdings): Japan's largest real-estate portal by consumer traffic, operated by Recruit. Directly competes with LIFULL HOME'S across rentals, purchases, and investment property listings, with overlapping business models (listing-fee + inquiry-fee).
• Yahoo!不動産 (LY Corporation / Yahoo Japan): Yahoo Japan-affiliated real-estate portal with significant organic traffic advantage from Yahoo Japan search. A direct competitor on rental and purchase listings, leveraging a broader portal distribution channel LIFULL lacks.
• HomeAdPark (いえふくライフ): Japanese rental-listing platform operating in the same broker-listing/inquiry-revenue category as LIFULL HOME'S, with overlapping customer base among regional real-estate agencies.

Broad incumbents

• Zillow Group: Large US-based and global real-estate marketplace with adjacent business model (B2C portal + B2B Premier Agent / ShowingTime). Operates at much larger scale but on a different market; useful global comparable for portal-plus-tools monetization.
• Realtor.com (Move, Inc. / News Corp): Major US home-listing portal with adjacent listing, broker-software, and data products comparable to LIFULL HOME'S combination of consumer portal, AD Master, and data-solutions businesses.

Regional players

• Rightmove: UK's largest property portal — analogous role to LIFULL HOME'S as the dominant listing-led portal in its geography with subscription fees to agents. Useful European benchmark for portal monetization and competitive dynamics.
• PropertyGuru Group: Leading Southeast-Asian real-estate marketplace across Singapore, Malaysia, Thailand, and Vietnam. Comparable as a multi-country listing portal with similar listing-fee and inquiry-based pricing models.

Emerging players

• O-uccino (オウチーノ / KABUKEY): Japanese real-estate portal focused primarily on new condominium and custom-home segments, overlapping with LIFULL HOME'S purchase and iezukuri verticals but with narrower category focus.
• Kenbiya (健美家): Japan's leading investment-property portal, already a partner of LIFULL HOME'S via simultaneous co-listing. Competes specifically on the investment/収益物件 segment where LIFULL also has presence but is less dominant.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/HOMES_kun
• YouTubeyoutube.com/user/HomesDiary
• Facebookfacebook.com/homes.co.jp
• Instagraminstagram.com/homes_official/?locale=ja_JP
• TikToktiktok.com/@homes_kun
• LinkedInlinkedin.com/company/lifull-homes

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LIFULL MOVE