Fotocasa GM, Tony Blamey on Competing with Idealista and Finding a Path to Growth

Spain’s property portal market has long been dominated by Idealista, but Fotocasa is working to shift that impression. Under the leadership of Tony Blamey, the recently appointed head of Adevinta’s Spanish real estate division, Fotocasa is focusing on its regional strengths, marketing investment, and product innovation to position itself as a serious challenger.

Having previously led Domain in Australia, Blamey is no stranger to operating as the number two player in a competitive market. He acknowledges that Idealista holds a dominant position in Spain, but also sees opportunities for the Adevinta-owned portal to carve out a stronger presence, particularly through geo-segmentation strategies and improved audience engagement.

“There’s a lot of similarities to where we were at Domain a few years ago,” Blamey said. “We need to focus on understanding the local market and leveraging the assets and positions we already have.”

One key advantage for Fotocasa is its regional presence, particularly in Catalonia, where its Habitaclia brand has deep-rooted brand equity. Rather than attempting a one-size-fits-all approach, Fotocasa is embracing a localized strategy to build strength in specific areas before expanding further.

“Habitaclia has a strong brand in Catalonia, and Barcelona is one of the biggest property markets in Spain,” Blamey noted. “There’s also an opportunity to grow in Madrid, where we need to increase client penetration and generate more value.”

The dual-brand approach with Fotocasa as a national player and Habitaclia as a regional specialist mirrors strategies Blamey has seen succeed elsewhere, such as Domain’s acquisition of Allhomes in Canberra. “You have to be mindful of brand equity,” he said. “There’s real value in local brands that have built trust over time.”

Competing Beyond Listings

While listing volume remains a crucial factor in any portal’s success, Blamey believes Fotocasa’s ability to differentiate itself through product innovation and marketing investment will be key.

“We need to continue to invest, particularly in audience,” he said. “We’ve dedicated a large portion of our cost base to marketing, and we’ve just launched a new campaign across both the Fotocasa and Habitaclia brands. The early results are positive, and we’re seeing strong feedback from customers.”

Fotocasa has also been rolling out product features that Idealista does not yet offer, a strategy commonly seen among second-place portals trying to close the gap with a market leader. However, Blamey is clear that features alone won’t be enough.

“At the end of the day, you have to create a marketplace,” he said. “Consumers will go where the listings are. So our priority has to be getting to listings parity or leadership, delivering a great mobile and app experience, and building a trusted brand that people actively engage with.”

Unlike in Australia, where vendor-paid advertising is the norm, Spain operates on a different model. Most agents do not have exclusive mandates, meaning multiple agencies may list the same property, creating duplication and making the process less predictable. This presents challenges for Fotocasa in achieving a clean, structured marketplace that buyers and sellers can navigate easily.

“That exclusive mandate piece is a profound difference,” Blamey said. “It changes how agents operate and impacts the consumer experience.”

Despite these hurdles, Blamey sees significant opportunities for revenue growth, particularly as the Spanish economy continues to show resilience. “When you compare Spain’s take rates to other European markets, we’re sitting in the middle of the range,” he said. “There’s still room to increase yield through a combination of pricing and product innovation.”

Fotocasa is in a transition phase, with its parent company Adevinta recently acquired by private equity investors who are expected to push for growth and value creation. Blamey acknowledges that the company is moving toward a more autonomous business structure, which he believes will help Fotocasa focus more on its marketplace and customers.

“My goal is to build value for both our customers and our shareholders,” he said. “That means being more independent and marketplace-driven, while continuing to invest in the areas where we know we can win.”

While Idealista remains the dominant player, Fotocasa is gearing up for a stronger challenge. By leaning into regional strengths, product differentiation, and aggressive marketing, the company is making it clear that Spain’s property portal battle is far from over.