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Home sweet home

For Quora users in EMEA*, online research is becoming increasingly important at every stage of the home-buying process.

From home ownership to appliances, more users globally have been reading housing-related content in the last three years. This is in light of market shifts caused by COVID-19, and new generations exploring the possibility of owning property.

5 min read
Updated February 2022




Open doors for first-time buyers

The number of Quora users in EMEA with property has risen overtime, with 59% of users owning at least one property.

But whether it is their first or second investment, the costs of ownership are top of mind for many. A majority of Quora’s most viewed housing questions in 2021 were related to home financing, with specific questions ranging from home loans to renovations.

While a majority of users have one property, the population who have yet to purchase cannot be ignored either. 41% of users in EMEA do not own property, giving brands the opportunity to reach an engaged community of potential buyers. 

Financing for the future

As buyers become increasingly tech savvy, the internet has become an invaluable tool. Not just for house hunting, but for the responsibilities that come afterwards. In the past year, topics like Home Loan, Mortgages, and Real Estate Financing received between 170-650+% more incremental views. 

This offers ample opportunities for brands in the home financing space. When it comes to mortgages, surveys conducted by Global Web Index found that Quora users in EMEA are:


more likely to be planning to get a mortgage


more likely to research online before getting a mortgage


more likely to have gotten a mortgage online

Users are also leveraging online resources to evaluate insurance options after their purchases. Our users are:


more likely to be planning to purchase home insurance


more likely to research online before purchasing home insurance


more likely to purchase home insurance online

There are Quora questions for every stage of the home financing process, and brands like Hometap used this to their advantage. After recognizing the demand for quality education, the Hometap team started answering questions about their industry and delivering them through Promoted Answers. The results? CPAs that were 25-30% lower than their average costs on other digital channels.

For us, we often have to provide people with some more information and education before they feel comfortable converting on our site and entering our funnel. That’s why I think it’s a good match with Quora. It’s a natural fit that we can do a little bit of education on the platform and then get people onto our site, where they can learn more.

Rachel Keohan

Rachel Keohan

Head of Marketing