The classifieds portal OLX bought 100% of Anaprox, a sales management company in real estate launches. “We want to be the leader as a real estate platform in Brazil in the coming years,” says OLX executive vice president, Marcos Leite. The purchase price is not disclosed. Based in São Paulo, Anaprox has more than 200 developers as clients and will not be incorporated by OLX.
Leite says that companies have a complementary role. While the OLX platform intermediates the purchase and sale of products and services, Anaprox is a tool that operates from the moment the customer receives the “lead” (contact of the interested party) until the property is sold.
“The market is still very immature in relation to technology tools, and contact ends up being lost many times,” says OLX’s real estate director, Marcelo Dadian. According to the executive, with the support offered by Anaprox, it is possible to have the correct monitoring to serve the customer, defining the profile of each one, through connections with social networks, to offer the consumer the most suitable product according to the moment of purchase.
The real estate segment is OLX’s second vertical, behind the automobile area. “Real estate ads grew 50% last year,” says Leite. The number of monthly contacts in real estate that OLX has in the segment totals 14 million. In 2018, the category’s audience grew by 21%. The investments planned by OLX for this year, in Brazil, total R$ 250 million, but the company does not inform the portion directed to the real estate segment.