HOMING IN, the fast-rising property discovery app, has secured one of the sector’s most respected voices as it gears up for a major push into 2026.
Michael Day – who marks 50 years in the property industry this month – has joined the business as Strategic Adviser, bringing with him decades of experience at the forefront of UK estate agency and proptech transformation.
The appointment signals a serious statement of intent from HOMING IN, whose app strips back the clutter of traditional property search and replaces it with a “see what’s around you” discovery model based on geo-location.
Instead of expecting users to wrestle with filters, drop-down menus and keyword fields, the app simply reveals homes for sale or rent as they move around their chosen neighbourhood.
PIVOTAL MOMENT
For an industry accustomed to portals defining how enquiries flow, HOMING IN is positioning itself as a challenger with a different philosophy: simplicity, immediacy and direct routes back to the agent.
With a national footprint already established and a TV advertising campaign landing in the New Year, the platform is now strengthening its leadership team at a pivotal moment.
INSTANT ACCESS
Day (main picture, right) says: “I have chosen to get involved as, whilst there is a lot of exciting talk about the use of AI in property search, many enquiries, as agents will testify, come from the use of For Sale and To Let boards.
“HOMING IN effectively reproduces and expands on that effect, without the need to wade through a range of filters and other complexities.
“Ask yourself – how many times have you been in a location and thought, this is nice and would be of interest to me? Now users can click on the App and instantly access properties in that immediate vicinity for viewing. They are also taken directly to the agent’s website without a portal intercepting the potential enquiry and controlling the data flow.”
SOMETHING DIFFERENT
And he adds: “In my career I have been closely involved in a number of ‘prop tech’ ventures including the creation of Rightmove in 2000 when I was a main board Director at Connells and the development and ultimate sale of lettings platform Teclet, where I was a NED, to OnTheMarket in 2021.
“With HOMING IN I see a significant opportunity to provide something different in the world of property listing and search. An easy-to-use app that provides a highly cost-effective platform for agents and their clients and customers.”
DISCOVERY EXPERIENCE
HOMING IN Founder and Chief Executive Corin Ashbee-Waugh (main picture, left), adds: “We are very excited to have appealed to Michael and onboarded him as our Strategic Adviser ahead of our TV advertising campaign in the New Year. His input will prove invaluable.
“HOMING IN has been designed to replace the two-decade-old home search with a discovery experience, simplifying the process of identifying suitable properties by revealing them on Google Maps via virtual for sale and to let boards, which appear as the user travels around the neighbourhood.
“To quickly identify the most suitable, the virtual boards show the location, price, size and setting of each property, and directly access the full details pages on the associated agents’ own websites.”
LOW-COST MARKETING PLATFORM
And he adds: “Estate agents across the UK can now benefit from a low-cost (even free) marketing platform aimed at the tech-savvy consumers of today, receive enquiries direct through their own websites, and have a virtual for sale (or to let) board on every property.
“Unlike the portals, who charge by the office, our rates are based on the number of available properties an agency has, with an entry level of £15 a month for up to 50 properties, each with a branded board, and a ‘no price rise for 3 years’ guarantee.”
“With strong coverage already in Greater London and the Home Counties and national reach expanding, HOMING IN heads into the New Year with a heavyweight adviser, a major consumer campaign and a clear challenge to two decades of portal dominance.”
The HOMING IN® app is available in the App Store and Google Play.
