Publisher Sanoma has bought Dutch living websites Leadz.nl and Woonwebsite.nl as an extension to their existing websites Woonklussen.nl and Allewoonwinkels.nl. The two newly acquired websites are both aimed at consumers who want to change their house or garden. At Woonwebsite.nl the user can ask for the services of a 'Realtor' to find the right contractor for a complete renovation. Leadz.nl is an auction site at which supply and demand for jobs on houses. Consumers can post their jobs, and professional companies can put their offers in.

With hundreds of thousands visitors a month, Woonwebsite.nl is one of the most popular sites to find information about living and renovating. Leadz.nl has a smart auctioning system, and consumers can use each other’s knowledge through ratings. It is also possible to see the (financial) history of a contractor (em, Dutch).

Publishers have ultimate chances to grow into coaching brands. In this case in the area of living. However, they then should not close partnerships, but make sure they become complete in the area they want to cover. For example by showing all contractors. Then people will look at publishers’ brands as ‘reliable’, after which the brand can grow fast. This step of Sanoma’s might be the beginning.

Related trends

• Coaching brands

• in Dutch