Building the Infrastructure for New Homes: Sergey Sizov, CEO and Founder of Homio Pro
Another interesting presentation at the Phuket Property Exchange came from Sergey Sizov, CEO and Founder of Homio Pro, who spoke about one of the most overlooked inefficiencies in the property industry.
In the primary real estate market, information is often scattered everywhere.
Agents search for floor plans from one developer, pricing updates from another, commission structures through WhatsApp groups, and registration links through email chains. Nothing is centralised, and information can quickly become outdated.
Sizov’s argument was straightforward. This is not how a modern industry should operate.
The Problem With Fragmented Information
In the current system, agents often spend a significant amount of time simply trying to gather reliable information about projects.
- Which units are still available.
- What the latest pricing is.
- What the commission structure looks like.
- How to register a client correctly.
Because there is no single infrastructure managing this information, the process becomes inefficient for everyone involved.
Agents struggle to keep track of inventory, developers struggle to manage registrations, and buyers often receive inconsistent information.
A Transactional Infrastructure for Real Estate
Sizov’s solution is to build transaction infrastructure specifically for the primary real estate market.
The goal is to reduce operational friction, increase transparency, and support professional standards across the industry.
Through a combination of software platforms, apps, and online systems, the idea is to give agents a clear dashboard where they can access verified project data.
That includes:
- Verified inventory and real time availability
- Floor plans and unit details
- Clear commission structures
- Structured client registration systems
- Deal tracking for agents and developers
In theory, an agent could simply open an app, select a project, and instantly see the full availability list, floor plans, and pricing for every unit.
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Reducing Friction in the Sales Process
The real objective is not just convenience.
It is about reducing the friction that currently slows down transactions.
When agents have accurate information instantly available, they can respond to buyers more quickly, present developments more clearly, and avoid mistakes caused by outdated data.
For developers, it also ensures better organisation of agent registrations and commissions.
In other words, it creates a cleaner professional environment.
Selling the Shovels
From a broader perspective, what Sizov is building follows a familiar pattern seen in many industries.
Instead of competing directly in property sales, platforms like this aim to build the infrastructure that supports the industry itself.
A useful analogy is the classic gold rush example.
Rather than mining the gold themselves, some of the most successful companies focus on selling the shovels.
By providing the tools and infrastructure that agents and developers rely on, these platforms position themselves at the centre of the ecosystem.
If the system works as intended, it could significantly improve how new homes are distributed and sold.
And as the property market continues to become more digital and data driven, the infrastructure behind transactions may become just as important as the properties themselves.
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