Homebase Real Estate

What Homebase Real Estate does

Homebase Real Estate GmbH is a Berlin-based digital marketing firm for the German new-construction real estate sector, founded in 2023 by Florian Frey and Lukas Hackl. The company targets property developers (Projektentwickler) and real estate sales companies (Immobilienvertriebe), offering a packaged service platform built around its proprietary LeadFlow-System, which combines data-driven buyer targeting, multi-channel digital advertising (social ads, Google Ads, email, property portals), marketing-asset production (branding, renderings, brochures, landing pages, drone video), and downstream sales control (CRM integration, monitoring, coaching). The firm reports an average of 38 qualified inquiries per month per client project and operates a single-country footprint in Germany, primarily in the Berlin metropolitan area.

The business model is a professional-services, project-based engagement with three modular packages (Material, Qualified Leads, Vertriebssteuerung) that can be bundled or purchased separately; pricing is not publicly disclosed. Homebase advertises a B2B sales-led GTM with direct outreach to developers and brokers, and a small team (2-10 employees) executing campaigns. In 2024, Homebase co-founded VESTWAY GmbH with Instone Real Estate Group and Knight Frank Germany, a joint sales platform targeting private capital investors with a stated goal of ~1,000 units in 2026, signaling a strategic move beyond pure-service delivery into a platform/JV structure with institutional partners. Additional commercial activity includes the Silver Suites AM TACHELES senior-living concept, where Homebase orchestrates a multi-partner stack (RAS Service Group, U - The Longevity Club, Veli, TPA), suggesting selective vertical expansion into niche residential concepts. The company is privately held, founder-controlled, and has no disclosed external funding.

Name

Homebase Real Estate

Legal name

Homebase Real Estate GmbH

Website

https://vermarktung.homebase.immo

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Homebase Real Estate is a Berlin-based digital marketing firm, founded in 2023, that helps German property developers and brokers generate qualified buyer leads and run sales pipelines for new-construction residential projects via its LeadFlow-System and modular service packages.

Ownership category

akta.pro rank

Product category

Real Estate Marketing Services

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

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

akta.pro primary industry

Buyer Representation Services (BPAJAAAJ)

Keywords

• Real estate marketing services
• Digital lead generation
• Performance marketing real estate
• Property developer marketing
• Sales pipeline management

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Marketing Services: Homebase provides comprehensive digital marketing services for property developers and real estate agents, including lead generation, digital advertising (Social Media Ads, Google Ads), email marketing, portal listings, brand development, rendering creation, brochure design, landing pages, drone videos, and sales control. Revenue is generated through service fees for these marketing and sales support services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Homebase Real Estate provides digital real estate marketing and lead generation services for property developers and real estate brokers in Germany. Its core offering is the proprietary LeadFlow-System, which delivers an average of 38 purchase-ready inquiries per month per client through data-based marketing strategies, supported by three service packages: Material (branding, renderings, brochures, landing pages, drone videos), Qualified Leads (digital advertising via Social Media Ads, Google Ads, email marketing, and property portals with reporting), and Vertriebssteuerung (sales force management including CRM integration, agent briefing, monitoring, and coaching).

Product overview

Homebase Real Estate operates as a digital real estate marketing platform for property developers (Projektentwickler) and real estate agents (Makler), offering the core Homebase-LeadFlow-System alongside three modular service packages. The LeadFlow-System serves as the central platform for generating purchase-ready prospects through data-based marketing strategies, while the Material package provides marketing asset creation (branding, renderings, brochures, landing pages, videos). The Qualifizierte Leads module delivers digital advertising (Social Media Ads, Google Ads, email marketing, portal listings) with integrated reporting, and the Vertriebssteuerung module handles sales management including agent selection, CRM integration, and performance coaching. The company generates an average of 38 inquiries per month for clients and serves property projects in the Berlin area.

Differentiator

Problem solved

Functional benefit

Brands

• LeadFlow-System: The company's proprietary lead generation and management system that provides automated inquiries, data-driven targeting, and digital sales strategies for real estate projects.

Products and services

• Homebase-LeadFlow-System A proprietary digital lead generation and sales management system that delivers a constant and predictable flow of purchase-ready prospects for real estate developers through data-based marketing strategies, automated daily inquiry generation, and data-driven buyer targeting.
• Material (Marketing Materials Package) Full-service marketing material creation for property developers including brand strategy, renderings, floor plans, brochures, landing pages, drone videos, and construction signage/banners.
• Qualifizierte Leads (Qualified Leads) Digital marketing services package including Social Media Ads, Google Ads, email marketing, and property portal listings, combined with Homebase software tools, reporting, and expert support to deliver qualified leads for property developers.
• Vertriebssteuerung (Sales Management) Complete sales force management service for property developers including sales agent selection, CRM and reporting integration, project briefings, performance monitoring, and coaching.
• Immobilien-Performance-Marketing (Real Estate Performance Marketing) Proactive property marketing service that targets the right buyers across all channels they use daily, eliminating wait times for active property seekers and delivering campaigns across social media, search, email, and property portals.

Quantifiable outcome

• Average of 38 qualified inquiries/month per client project

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• VESTWAY GmbHcoreStrategic or Co-development Partner · 1 January 2024VESTWAY is a sales platform for new construction residential property targeting private capital investors. Founded jointly by Instone Group, Knight Frank Germany (KF Residential GmbH), and Homebase Tech GmbH (Homebase Real Estate GmbH). Homebase contributes digital and data expertise to the partnership. VESTWAY aims to bring approximately 1,000 units to market in 2026 as a scalable platform for future growth.
• Knight Frank GermanycoreStrategic or Co-development Partner · 1 January 2024Joint venture partner in VESTWAY GmbH. Knight Frank provides residential sales expertise and market knowledge to the partnership for selling new construction properties to private capital investors.
• Instone Real Estate GroupcoreStrategic or Co-development Partner · 1 January 2024Joint venture partner in VESTWAY GmbH and major customer. Instone contributes project and product expertise to the partnership. Instone's projects like Stadtlicht Leipzig and Kirchröder Höfe are marketed through VESTWAY.
• RAS Service GroupminorStrategic or Co-development Partner · 1 January 2024Service partner for Silver Suites AM TACHELES project. RAS provides concierge services for senior living residents, handling daily life services and support as outlined in the Silver Suites longevity concept.
• U - The Longevity ClubminorStrategic or Co-development Partner · 1 January 2024Partner for Silver Suites AM TACHELES project, providing longevity treatments and health services as part of the senior living concept focusing on healthy aging and wellness.
• VeliminorStrategic or Co-development Partner · 1 January 2024Technology partner for Silver Suites AM TACHELES project, providing smart sensor technology for fall detection and leak monitoring to enhance safety for senior residents.
• TPA (The People Agency)minorStrategic or Co-development Partner · 1 January 2024Communication agency partner for Silver Suites AM TACHELES project, responsible for developing the communication strategy and marketing materials for the senior living concept.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Engel & Völkers: Established global real estate brokerage with strong German presence and digital marketing infrastructure. Comparable as a broader player in German residential real estate marketing and sales, though vertically integrated as a brokerage.
• Immoscout24: Germany's largest real estate portal and broader PropTech ecosystem. Comparable as a major channel in Homebase's multi-channel marketing mix and a broader incumbent in German real estate digital marketing.

Direct peers

• Planethome Group: German real estate services firm offering brokerage, marketing, and valuation services for residential properties. Comparable as a B2B service provider supporting property developers and investors in Germany.
• Real Geeks: US-based real estate lead generation and IDX website platform serving agents and brokerages. Comparable to Homebase as a digital marketing and lead generation stack for property sales.
• Ylopo: Real estate digital marketing platform offering AI-driven lead generation, IDX websites, and CRM for agents and teams. Comparable in providing integrated lead generation and digital marketing for property sales.
• Anyone Home: Provider of lead conversion and lifecycle engagement technology for residential real estate (new construction and resale). Comparable to Homebase's full-funnel lead management and sales control services.
• LemonAds: Digital advertising platform specialized in real estate and e-commerce verticals, offering performance marketing and audience targeting. Comparable to Homebase's data-driven buyer targeting for new construction.
• CINC: Real estate marketing platform (formerly Commissions Inc) providing IDX websites, lead generation, and CRM for real estate professionals. Directly comparable in B2B lead-gen-as-a-service for property sellers.
• Adfenix: Swedish-based real estate marketing technology company offering digital advertising automation, lead nurturing, and CRM integrations for real estate brokerages and developers. Directly comparable to Homebase's LeadFlow-style performance marketing for property sellers.

Regional players

• McMakler: Germany-based tech-enabled real estate brokerage combining digital marketing with brokerage services. Comparable as a German-market competitor using digital channels to drive property sales, though integrated as a broker rather than agency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/homebaseresidentialrealestate
• LinkedInlinkedin.com/company/homebase-realestate-gmbh

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Homebase Real Estate