Combatting Complexities to Home Ownership, End-to-End: Dayu Dara Permata of Pinhome

Indo Tekno Podcast

Dayu Dara Permata, a 2022 Endeavor Entrepreneur, joins the Indo Tekno podcast to discuss the "three barriers to home ownership" that her start-up Pinhome is focused on eliminating. "There's just huge information asymmetry in the market," she observes. Dara moreover estimates that 70-80% of homebuyers require financing to transact, and most have few means to secure it properly. The third challenge relates to the sheer complexity and cost of any transaction, particularly in its final stages. The company has sought to digitize as much of this historically fraught process as possible through a marketplace architecture. Ensuring "seamless onboarding and making the journey of uploading, publishing listings, etc. frictionless" has been key. A five-year veteran of Gojek having led its Lifestyle & Commerce Product Group, Dara discusses how that role helped inspire Pinhome's novel "Home Services" offering which, among other things has driven down the platform's CAC (Customer Acquisition Cost) while maximizing LTV (Customer Lifetime Value).