Dutch housing site Jaap.nl claims to show a bigger number of houses than Funda, the established brand in this area. Personal-brands-to-be now mainly focus on being complete. First in the Netherlands, then in surrounding countries and finally in all countries in the world. Relying on this completeness, the consumer can be served best, and value be added. This way Jaap can develop into a home coaching brand.This is a small step in that direction.