What is Sales and Marketing Strategy of Lifull Company?

What is the Sales and Marketing Strategy of LIFULL?

LIFULL Co., Ltd. has built a robust sales and marketing strategy centered around its core message, 'encounter the life you want.' This approach differentiates the company by focusing on personalized living experiences and broader societal contributions, moving beyond simple property listings.

This strategic vision has transformed LIFULL from a basic property portal into a comprehensive real estate and housing information service, significantly altering its market presence and customer engagement tactics.

LIFULL's sales and marketing strategy is deeply integrated with its mission to address societal challenges through real estate. The company's domestic HOME'S segment achieved revenues of ¥24 billion in FY2024, a 3.4% increase year-on-year, indicating the success of its customer-centric approach. This growth highlights how LIFULL effectively markets its diverse services, which now extend beyond property listings to include moving support and insurance, all aimed at enhancing the user's lifestyle journey. Understanding the Lifull BCG Matrix can further illuminate how these diverse offerings are positioned within the company's portfolio.

LIFULL's sales strategy is built upon a robust digital foundation, primarily leveraging its comprehensive online real estate information portal, LIFULL HOME'S. This platform acts as the central e-commerce hub, directly connecting property seekers with listings for rent and sale, forming the core of its customer acquisition efforts.

LIFULL HOME'S: The Core Digital Sales Channel

LIFULL HOME'S is the primary sales channel, facilitating direct transactions between users and property listings. This digital portal is key to LIFULL's business strategy, driving significant revenue growth.

Domestic Focus and Revenue Growth

The company's sales strategy has increasingly prioritized domestic operations. In Q1 FY2025, the HOME'S segment revenue grew by 7.7% year-on-year to JPY 5.9 billion. For the first half of FY2025, this segment's revenue climbed to JPY 13 billion.

Strategic Shift and Overseas Divestment

LIFULL has strategically shifted its focus away from overseas aggregation businesses. The transfer of its overseas subsidiary in January 2025 allowed for a concentrated effort on its core domestic real estate operations, enhancing the performance of LIFULL HOME'S.

Expanding Reach to Real Estate Professionals

The platform also serves real estate professionals, expanding its client network. By the end of FY2024, the number of agents reached 29,540, with an average revenue per agent (ARPU) of JPY 66,586 for FY2024.

Diversified Service Offerings as Extended Sales Channels

Beyond the primary portal, LIFULL utilizes specialized platforms to cater to distinct customer segments. These extended sales channels contribute to its overall market presence and customer acquisition.

• LIFULL Nursing Care: A platform for finding elderly living facilities.
• Kenbiya: A significant site for investment real estate in Japan.
• Acquisition from Rakuten Stay Inc.: Enhancing expertise in accommodation facilities.
• The company's strategy for property portals is to continuously improve user experience and agent engagement.
• LIFULL's digital marketing tactics focus on driving traffic to its core platforms.

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The company employs a multifaceted approach to its sales and marketing strategy, integrating digital and traditional channels to enhance brand visibility and drive customer acquisition. This comprehensive plan aims to effectively reach target audiences and foster growth across its diverse service offerings.

Digital Content and SEO

Content marketing and search engine optimization are central to the company's digital efforts. By publishing customer testimonials and images, the company aims to simplify the home-buying process and improve user matching.

AI-Powered Innovation

An AI-powered image search for custom-built homes was introduced in July 2025, building on earlier AI implementations for rental listings. This showcases a commitment to leveraging technology for enhanced user experience and data-driven insights.

Paid Advertising Channels

Paid advertising, including Google Ads and social media platforms, is utilized for lead generation and retargeting. These efforts contribute to increased organic traffic and improved profitability through optimized ad spend.

Traditional Media Campaigns

Traditional media, such as TV commercials, are employed to reach a wider audience and highlight unique selling propositions. Campaigns like the 'Property Freshness No.1' series ran from January to March 2025.

Customer-Centric Improvements

Continuous website enhancements and personalization strategies are in place to increase client acquisition and provide greater value. This focus on the customer journey is a key aspect of their approach.

Data-Driven Recognition

The company's dedication to data-driven marketing was recognized in December 2023 when it was named 'Pioneer of the Year' by Amplitude. This award highlighted its effective use of product analytics tools.

Strategic Marketing Pillars

The company's marketing strategy is built on several key pillars designed to drive growth and enhance customer engagement. These tactics are integral to its overall business strategy and are continuously refined.

• Content Marketing & SEO: Actively publishing customer testimonials and images since March 2024, with approximately 1,000 testimonials and 10,000 user-submitted images as of July 2025.
• AI Integration: Launched AI-powered image search for custom homes in July 2025, following AI keyword matching for rentals in April 2024.
• Paid Advertising: Utilizes Google Ads and social media platforms for lead generation and retargeting, contributing to profitable operations and optimized ad spend.
• Traditional Advertising: Employs TV commercials, such as the 'Property Freshness No.1' series (January-March 2025), to reach a broad audience.
• Customer Segmentation & Personalization: Focuses on website improvements to deliver more value and increase client acquisition, reflecting a data-driven approach to customer engagement.
• Data Analytics Recognition: Honored as 'Pioneer of the Year' by Amplitude in December 2023 for excellence in product analytics utilization, underscoring its commitment to data-informed marketing. This reflects a strong Marketing Strategy of Lifull.

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LIFULL Co., Ltd. positions its brand around the core message, 'Encounter the life you want,' aiming to resolve societal issues and bring peace of mind and joy to individuals' lives. This approach differentiates LIFULL by focusing on enabling a desired lifestyle rather than solely on property transactions.

Holistic Lifestyle Focus

LIFULL's brand strategy extends beyond mere property listings to encompass the broader aspects of living. The company aims to facilitate a desired lifestyle, offering a comprehensive experience for users seeking their ideal home.

Enhanced User Experience

The brand prioritizes user experience through continuous website improvements and feature expansions. This commitment makes property searching and housing considerations simpler and more convenient for users.

Innovation in Search

LIFULL embraces innovation, as demonstrated by its July 2025 introduction of AI-powered image search for custom-built homes. This feature allows users to search by desired 'atmosphere,' offering a visual-first comparison across builders.

Consistent Brand Identity

Brand consistency is maintained across all LIFULL group services, including LIFULL HOME'S, LIFULL Nursing Care, and Kenbiya. This unified approach reinforces the overarching brand message across diverse offerings.

LIFULL actively monitors market trends to adapt its strategies and respond to evolving consumer needs. For instance, the 'Desirable Search' function on LIFULL HOME'S highlighted a significant increase in demand for 'tower mansions' in 2025, particularly outside major urban centers. Additionally, heightened awareness of security in 2024 led to increased interest in 'home security investment' and 'TV monitor intercoms,' reflecting a direct response to shifts in consumer sentiment and market demands. This data-driven approach informs LIFULL's sales strategy and marketing strategy, ensuring its business strategy remains relevant and effective.

Market Trend Responsiveness

LIFULL analyzes market trends to inform its strategies. For example, 'tower mansions' saw a notable increase in demand in 2025, especially in suburban areas.

Consumer Sentiment Adaptation

In 2024, LIFULL observed increased interest in home security features like 'TV monitor intercoms,' reflecting heightened consumer awareness of safety concerns.

LIFULL's Competitive Advantage

The company's ability to integrate lifestyle aspirations with property solutions provides a distinct competitive advantage in the real estate market.

LIFULL's Approach to Brand Building

LIFULL's brand building focuses on creating emotional connections by facilitating the discovery of fulfilling lifestyles, aligning with its core mission, vision, and values.

LIFULL's Digital Marketing Tactics

The company employs digital marketing tactics that emphasize user experience and innovative search functionalities to attract and engage its target audience.

LIFULL's Strategy for Property Portals

LIFULL's strategy for property portals centers on providing comprehensive, user-friendly information and advanced search tools to simplify the home-finding process.

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Key campaigns are central to LIFULL HOME'S's strategy, aiming to solidify its brand identity and foster user engagement within the competitive real estate market. These initiatives often leverage a mix of traditional and digital channels to reach a broad audience.

'Property Freshness No.1' Campaign

This TV commercial series, running from January to March 2025, emphasized LIFULL HOME'S's advantage in offering a high volume of actively available rental properties. It was based on June 2024 research comparing property freshness across five major real estate portals, positioning the platform as a leader in up-to-date listings.

Customer Testimonials and User Images

Launched in March 2024, this content marketing effort showcases approximately 1,000 testimonials and 10,000 user-submitted images of custom-built homes as of July 2025. The goal is to reduce user friction by providing real-life examples and visual inspiration, thereby building credibility and trust.

'LIFULL HOME'S 2025 Trend Announcement'

Held in December 2024, this event highlighted five key housing trends for the upcoming year, including 'Decarbonization Activities' and 'Local Okusho'. This positions LIFULL HOME'S as a thought leader and generates media attention by offering insights into evolving housing market dynamics.

These campaigns reflect a multifaceted LIFULL sales strategy that combines broad reach through traditional media with targeted engagement via user-generated content and industry insights. This approach is key to LIFULL's overall LIFULL business strategy, aiming to enhance brand perception and drive customer acquisition in the real estate sector. Understanding the evolution of these efforts provides insight into Brief History of Lifull and its ongoing LIFULL marketing strategy.

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