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LIFULL HOME'S Wins Property Freshness No.1 for Two Years

LIFULL HOME'S, a real estate and housing information service operated by LIFULL Co., Ltd., which is headquartered in Chiyoda, Tokyo, has proudly won the 'Property Freshness No.1' title for two consecutive years in the residential rental sector. This recognition was awarded based on a survey conducted by a third-party organization, reflecting the company's commitment to resolving social issues through business practices. By ensuring a high proportion of available listings, LIFULL HOME'S aims to create a more transparent and trustworthy environment for consumers seeking rental properties.

The survey was conducted between June 19 and June 23, 2025, focusing on the top five real estate portal sites based on the count of rental listings (each site surveyed included 400 properties). It excluded sites that operated solely on ads provided by real estate businesses. The methodology involved random sampling of listings based on their proportions in various prefectures, followed by phone surveys directed at the listed companies and managing agencies.

Challenges of Fake Listings in Real Estate

A 2024 survey revealed that 67.6% of 1,100 participants who had searched rental properties on real estate portals within the previous year encountered fake listings. This issue poses a significant challenge within the industry. While fake listings often invoke images of nonexistent properties or uncommitted sellers, many instances arise from the inability to promptly remove listings for properties that have already been rented out. Factors contributing to this problem include the extensive manual processes involved in real estate advertising and the communication delays between multiple parties involved in property management.

Interestingly, 90% of real estate agencies recognize fake listings as a key industry challenge. However, tackling this issue requires concerted efforts across the entire sector, including collaboration between property management companies, agencies, and real estate portals, to effectively mitigate this pervasive problem.

LIFULL HOME'S Solutions to Improve Listing Accuracy

LIFULL HOME'S has been proactive in tackling the challenge of fake listings through various innovative approaches. These include patented data linking with real estate management companies and the development of advanced AI technology for the detection and automatic removal of fake listings. These initiatives have been fruitful, resulting in covering approximately 9.6 times more listings that are no longer available for rental in the 2024 fiscal year compared to 2021.

Continuing this momentum, LIFULL HOME'S reaffirms its commitment to providing a reliable and trustworthy real estate portal, striving to eradicate fake listings as part of its operational philosophy.

Remarks from Yuko Miyasako

Yuko Miyasako, the person responsible for property information accuracy at LIFULL HOME'S, expressed her joy over the recognition of 'Property Freshness No.1' for two consecutive years. Miyasako noted that during the bustling rental season from January to March, the adoption of their automated removal process has significantly improved the efficiency of response to user inquiries, validating the impact of enhanced property freshness.

“We will continue to be a real estate portal site where users can search for homes without unnecessary time or costs. Our aim remains clear: maintaining the No.1 status for property freshness,” stated Miyasako.

Milestones Toward Improved Property Freshness

LIFULL HOME'S has implemented several key initiatives since October 2019 to enhance the accuracy of property listings. Highlights include:

• - October 2019: Introduction of automatic removal functionalities utilizing data from real estate management companies to improve information accuracy.
• - December 2019: Launch of the maintenance support tool for real estate companies, which lists properties that may have been successfully leased.
• - August 2021: Partnership with leading management companies to further improve listing accuracy through automatic removal functionalities.
• - July 2022: Initiation of collaborative efforts among LIFULL and others to eliminate fake listings.
• - February 2023: Joint research with Waseda University aimed at resolving issues related to fake listings.
• - December 2024: Improvement of AI detection accuracy for fake listings to 87%.

These initiatives and collaborations demonstrate LIFULL HOME'S commitment to fostering a trustworthy environment for real estate searching and ensuring accuracy in property listings.

Special Campaign Celebration

In celebration of achieving the 'Property Freshness No.1' status for two consecutive years, LIFULL HOME'S will launch a special campaign where participants can win Amazon gift cards. To enter, individuals simply need to follow LIFULL HOME'S official account on X (formerly Twitter) and repost the campaign post. This campaign will run from July 17 to July 23, 2025.

For more information about LIFULL HOME'S and their services, visit LIFULL HOME'S Website.