Home2U

What Home2U does

Home2U (legal entity: ХОУМТУЮ БЪЛГАРИЯ АД / Home2U Bulgaria AD) is a Bulgarian residential real estate brokerage and marketplace operating since approximately 2007. The company is structured as a public limited company (АД) under Bulgarian corporate law and is headquartered in Varna, with physical offices across Bulgaria's four largest cities: Sofia (Lozenets, Lyulin, and Mladost I districts), Plovdiv, and Burgas. Its core product is a multilingual property listing and search portal (Bulgarian, English, Russian) at home2u.bg, supplemented by a Property Sales service, New Construction pre-market access, Mortgage Credit advisory, and a Property Subscription Service that gives buyers early access to listings before they appear publicly.

The platform is built on a standard real estate listing and property management stack with no disclosed proprietary technology, no public API, and no AI/ML capabilities; the only named integration is a third-party CreditMall credit calculator. Distribution combines digital self-serve (website, phone line, Viber) with a sales-led broker network — 250+ professionals handling approximately 370 call center conversations per day and converting roughly one new inquiry every 90 seconds. The business model is transaction-based commission on completed sales; property valuations, offers, and consultations are free to customers, with revenue earned only on closed deals. Adjacent verticals include commercial property brokerage and land/development transactions, though residential remains primary.

The company's value proposition rests on a large buyer-side demand pool (over 1.3 million annual site visitors, 1,080,774 unique users in 2024 per Google Analytics), an off-market matching capability (over 80% of properties reportedly sold before public listing), and a strong brand reputation (4.9/5 on Facebook across 1,073 reviews, 4.6/5 on Google across 439 reviews, 15,000+ completed transactions over 17 years). Cumulative advertising spend exceeds 7,000,000 BGN and celebrity brand ambassadors (Ivan and Andrey, Maria Ilieva, Dimitar Berbatov) are deployed to drive top-of-funnel demand. The company is GDPR-compliant and operates internal and external whistleblower reporting channels under Bulgarian law. No funding rounds, institutional investors, or M&A activity are disclosed, and Home2U appears to be an independent, founder-controlled operator.

Name

Home2U

Legal name

ХОУМТУЮ БЪЛГАРИЯ" АД

Website

https://home2u.bg

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Home2U is a Bulgarian residential real estate brokerage and listing marketplace operating since ~2007, serving individual buyers and sellers across Sofia, Varna, Plovdiv, and Burgas through a 250+ broker network, a multilingual website, and transaction-based commissions.

Ownership category

akta.pro rank

Product category

Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (5312), New Housing For-Sale Builders (236117)

SIC

Real Estate Agents & Managers (For Others) (6531), Real Estate Dealers (For Their Own Account) (6532)

akta.pro primary industry

Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)

akta.pro secondary industries

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE), Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA), Home Sale & Home Purchase Assistance (HSAKAJAC)

Keywords

• Real estate brokerage
• Property sales
• Property search
• Residential real estate
• Real estate services

Headquarters

HQ city

Cherni Rid

HQ country

Bulgaria

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Commission: Transaction-based commission on completed property sales and purchases. The company acts as a broker intermediary connecting property sellers with buyers. Services include property valuation, marketing, negotiations, document preparation, and transaction finalization support.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Home2U is a Bulgarian real estate brokerage that connects property owners with buyers through a digital listing platform, direct company purchase offers, and a network of professional brokers in Sofia, Varna, Plovdiv, and Burgas. The company provides property valuation, marketing to its buyer database, viewings, negotiations, document preparation, and transaction finalization for residential apartments, houses, villas, new-construction developments, and selected commercial spaces. Revenue is earned through commissions on completed transactions, with auxiliary services including mortgage credit consultation and an early-access property subscription alert service.

Product overview

Home2U is a Bulgarian real estate marketplace offering a unified platform for property sales and search. The core offering includes a property listing and sales service (Продай имот), a comprehensive property search portal (Търси Имот), new construction pre-market access (Ново строителство), mortgage consultation (Ипотечен кредит), and a subscription service for early property alerts. The platform serves buyers and sellers across major Bulgarian cities including Sofia, Varna, Plovdiv, and Burgas, covering residential properties (apartments, houses, studios) and commercial spaces (offices, shops, warehouses).

Differentiator

Problem solved

Functional benefit

Products and services

• Property Sales Service (Продай имот) Core brokerage service for property owners: free property valuation, direct company offer option, marketing of the property to Home2U's registered buyer pool, broker-led viewings, negotiations, document preparation, and support through closing. Targets Bulgarian homeowners looking to sell apartments, houses, villas, and selected commercial spaces.
• Property Search (Търси Имот) Online property search portal allowing buyers to browse, filter, and inquire about listings across Bulgaria in Bulgarian, English, and Russian. Covers studios through multi-room apartments, houses, villas, offices, shops, warehouses, hotels, garages, and land.
• New Construction (Ново строителство) Brokerage service focused on new-build residential and development properties, giving buyers early access to units before they are publicly listed. Targets buyers seeking newly built or off-plan inventory.
• Mortgage Credit Consultation (Ипотечен кредит) Consultation service assisting property buyers in evaluating mortgage and credit options from Bulgarian banking institutions, including a credit calculator for monthly payment estimation.
• Property Subscription Service Free subscription service that alerts registered users to new and pre-listing properties matching their criteria, providing early access to inventory before it is publicly advertised.

Quantifiable outcome

• Over 80% of properties are sold before being publicly listed
• +4 more outcomes

Named customers19 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• Collect Services Group (Кълект Сървисис груп) ООДminorOthersExternal whistle-blowing reporting service provider as required by Bulgarian law (ЗЗЛПСПОИН). Handles anonymous reporting channel for violations. Located at ul. Naroden Geroy No.2, Building A, fl.1, office 1, Ovcha Kupel, Sofia.

Scale indicators13 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• OLX Bulgaria: Large global classifieds platform operating in Bulgaria, including real estate. Competes for low-end and informal property listings that could otherwise flow to Home2U.
• Bazar.bg: Major Bulgarian classifieds portal that includes real estate listings among broader categories. Competes with Home2U for organic buyer traffic and seller lead generation.

Direct peers

• Yavlena: Largest Bulgarian real estate brokerage chain with offices across major cities. Closest direct competitor to Home2U in residential sales brokerage and a benchmark for share-of-voice in Bulgarian real estate services.
• Imoti.net: Bulgarian real estate listings and broker services portal. Directly comparable in offering to Home2U's property search and broker intermediation.
• Imot.bg: Leading Bulgarian real estate listing portal and a competitor for both buyer traffic and seller leads. Home2U's website and broker network compete directly with Imot.bg's marketplace model.
• Homes.bg: Bulgarian residential real estate portal with listings across the country. Comparable to Home2U's property search product for buyers and a channel substitute for sellers.
• Address.bg: Bulgarian real estate platform offering listings and broker services. Competes for the same property seller and buyer audience as Home2U's brokerage and listing platform.

Regional players

• Idealista: Largest Southern European real estate portal (Spain, Italy, Portugal). Comparable operating model (listing + lead generation for brokers) and a potential regional expansion reference for Home2U's digital platform.
• Zillow: US-focused real estate marketplace with broker-adjacent services. Relevant comparator for the digital property search and iBuy/direct-offer capabilities Home2U is building in Bulgaria.
• Rightmove: UK's leading residential property portal. Comparable in scale of audience, listing model, and consumer brand strength — useful benchmark for Home2U's ambitions in digital real estate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Home2UBulgaria
• LinkedInlinkedin.com/company/home2u

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Home2U