⚠ Portals Commoditize DiscoveryModerate threat

The advantage of a name that 'does the selling' is being eroded from an unexpected direction: the online property portals where nearly every Polish buyer now begins. On a listings site, Dom's apartments appear on the same screen, under the same filters, as every rival's, compared on price, location, and photos — and the buyer's discovery no longer runs primarily through the developer's own brand and channels. That commoditizes the top of the sales funnel and lets a cheaper or better-located project from a lesser name win the click regardless of reputation. The brand still helps close the sale — 4 448 net sales in 2025 was the best year in the company's history¹ — but the portals have flattened the playing field for getting found, chipping at the low-acquisition-cost edge that reputation used to guarantee.