Zameen.com

Zameen.com (Lit: land, ) is an online property portal in Pakistan that lists real estate dealers, developers, agencies, and properties for sale and rent. The company is headquartered in Lahore, Pakistan, has offices in 30 cities across Pakistan, including Karachi, Lahore, Islamabad, Gujranwala, Faisalabad, Peshawar and Multan, and operates all over Pakistan.
According to reports in March 2018, the Zameen.com had more than 5 million monthly visitors, with 32.9 million page views across all devices. The website also has 11 million property listings, 14,500 registered agents, 1,000 developers and more than a million subscribers.
History.
Zameen.com was founded in 2006 by two Pakistani entrepreneur brothers, Zeeshan and Imran Ali Khan and is reported to be 'Pakistan's first property portal'. The company's real growth, however, came during the period between 2012 and 2020 as it expanded and raised capital through multiple rounds of investment.
Emerging Markets Property Group (EMPG).
The two brothers also co-founded the Dubai-based Emerging Markets Property Group in 2015 and Zameen.com was brought under its umbrella. EMPG saw significant investment and expansion in the years since it was founded with the group currently owning and operating Zameen.com in Pakistan, Bayut in the UAE, Saudi Arabia and Jordan; Bproperty.com in Bangladesh; Mubawab in Morocco and Tunisia; and Kaidee in Thailand.
In April 2020, EMPG and OLX Group also announced the merger of their operations in Pakistan, Egypt, Lebanon, and the UAE. As a result of the transaction, EMPG’s valuation crossed $1 billion, making it a unicorn company. OLX Group also became EMPG’s largest single shareholder with a 39% stake; while EMPG took over OLX platform operations in Pakistan, Saudi Arabia, Bahrain, Kuwait, Qatar, and Oman, as well as the dubizzle platform in the UAE.
Business model.
Initially, Zameen.com allowed free property listings on its website, but shifted to the paid advertisements model in 2010. In 2014, the company also launched its monthly real estate print publication. Today, in addition to providing advertising space on its online platform, Zameen.com also offers exclusive sales and marketing services to real estate developers to generate revenue.
Mobile website.
In March 2013, Zameen.com launched a mobile version of its website. This was a move to make the portal accessible to a wider audience and make it convenient for users.
Urdu website.
In February 2013, the site rolled out its Urdu version.
Tools.
Pakistan Real Estate Price Index.
In February 2016, Zameen.com launched the Pakistan Real Estate Price Index. The tool was created with the help of Lahore University of Management Sciences (LUMS) professors.
Plot Finder.
In November 2019, Zameen.com launched a new tool called Plot Finder. This product allows users to access detailed, geo-coded maps of 2,500 housing projects across 38 cities in Pakistan. It roughly corresponds to 1.2 million plots and homes and accurately depicts the properties segmented and finalized by society developers and approved by the authorities.
Property Bank.
Zameen.com is also slated to launch a new tool titled ‘Property Bank’. The feature, according to the company’s Country Head Ahmad Bhatti, will “cater to tens of thousands of seller leads that go to waste due to market inefficiencies.” Additionally, it will catalogue more than 25,000 properties presently listed on the company website that remain without any agency representation.
Search Trends.
The ‘Search Trends’ tool allows users to explore real estate trends prevalent in the Pakistani marketplace based on the searches launched for different projects as divided into cities, localities and sub-localities. This information is updated each month; rendered in a graphical format.
Further, the product allows users to obtain a holistic picture of the areas that were the most popular with buyers and renters at any given point over the last 12-month period.
Brand.
Logo.
Zameen.com launched in 2006, bearing the “Pakistan Property Portal” tagline as a part of its official logo. This logo inscription underwent a change to the more elaborate “Pakistan’s No 1 Property Website" in 2011. More recently, in 2018, it was further modified to read the Urdu transliteration of the brand's popular TVC slogan: “Har Pata, Humain Pata Hai” (Lit: We Know Every Address).
TV Campaigns.
By September 2018, Zameen.com had successfully launched four different large-scale TV campaigns promoting its website and brand operations. The first of these initiatives saw the company adopt the “Har Pata, Humain Pata Hai” slogan, which has since become part of its logo as well.
In 2017, actor Fawad Khan starred in a TV campaign titled “Humain Pata Hai Aap Ke Dil Ki Baat”, coming on board as the company's official brand ambassador. The ad received approximately 20 million internet views – reportedly the highest online viewership count for any Pakistani brand at the time.
The company's 2018 campaign, popularized with its “We can help you find a house, but only you can make it a home” TVC tagline, again featured Fawad Khan, and proved to be the brand's most successful online production till date – receiving more than 4 million views in a few hours, and a total of 22 million views across digital landscape over the next two months.
Sheherzad Kaleem, a documentary filmmaker, commenting on the company's campaign for Aurora (a magazine publication owned by the Dawn Group of Newspapers), observed in an August 2018 magazine insert that “Zameen.com has created an image for itself that forms an attachment with the viewer. It is the softer, more nuanced persona of the brand, and now when I think Zameen.com, I think family, values, achievement and aspiration.”
Events & exhibitions.
Zameen.com organised its first exhibition 'Pakistan Real Estate Expo (PREEX) 2013' in collaboration with Government of Pakistan. A year later, the company held Zameen.com Property Expo 2014 where over 50 exhibitors showcased their real estate projects. The two-day event was attended by 30,000 people, making it the largest real estate expo to be held in the country at the time.
In August 2015, Zameen.com organised a two-day 'DHA Lahore Property Festival 2015' in collaboration with the Defence Housing Authority (DHA), a leading real estate developer in Pakistan. This was the first time the portal collaborated with a private developer to organise a property event.
In November 2015, Zameen.com hosted Zameen.com Property Expo 2015. The event was visited by 45,000 people.
In April 2016, the portal organised two property fairs (one in Islamabad and the other in Karachi), followed by a large-scale expo in Lahore in May.
In December 2016, Zameen.com held two property expos in Lahore and Islamabad, followed by another property event organised in Karachi in January 2017.
Since then, the expos have become a regular affair with prominent exhibitions held in Lahore, Karachi and Islamabad every year since. In all, Zameen.com has held a total of 16 expos, making Zameen Expos the largest and longest running real estate exhibition of Pakistan. As of March 2019, over a million people, and more than 1,200 exhibitors have attended the expos over the years.
Zameen.com also made inroads in the international markets with its Pakistan Property Show Dubai, held at Dubai World Trade Center in October 2017. This was the first time Pakistani property was exclusively featured at Dubai World Trade Center. The event attracted a record 14,000 visitors—reportedly the highest for any exclusive event on Pakistani property.
The second edition of Pakistan Property Show Dubai was held on the 14th and 15 September 2018; again at the Dubai World Trade Center. The event saw 60 exhibitors from around Pakistan in attendance, attracting more than 17,000 visitors. This was followed by the third successful iteration of the event held on 6th and 7 December 2019.
In November 2018, Zameen.com held its first-ever expo in the Multan. This was followed by the company's now usual trio of expos organised in Karachi, Lahore and Islamabad.
The 2019 expo in Lahore marked a breakthrough moment for Pakistan's real estate sector. It introduced a number of technological firsts for the country's property market, including a demonstration of a 3D ‘property walkthrough’.