Every property project starts with a plan, and ours was simple enough on paper: acquire the largest audience of buyers looking for new home builders, and refresh the inherited iBuildNew website to build on what was already working. What we actually found once we started pulling back the layers was a platform that didn't have the foundations to support our roadmap for new buyers. It needed to come down and be rebuilt.
So that's what we did.
We've launched the new iBuildNew in April 2026, built on LandmarkOS, a platform designed from the ground up around new home builds and the teams behind them. LandmarkOS powers both iBuildNew and Apartments.com.au.
The old site was built for one audience at a time. Land estates were an afterthought bolted onto a builder-first experience, and buyers researching new communities had a worse experience than buyers researching a builder. That's backwards. Choosing where to build and choosing who builds it are two halves of the same decision, and buyers deserve a platform that treats them that way.
LandmarkOS gives us the foundation to keep building, for buyers and for the industry teams who list with us, without the constraints of a website that was never designed for what iBuildNew has become.
A national footprint of new estates
For the first time, iBuildNew provides genuine transparency on what's actually available to buyers across Australia's greenfield markets, not just a curated slice of what happened to have a marketing budget. If it's on the market, buyers can find it.
This approach isn't new to the group: it's the same strategy that's driven the success of our development and marketing teams on Apartments.com.au, where listing every project, not just the ones with active campaigns, has proven to build the trust that turns browsers into genuine enquiries. We're bringing that same discipline to greenfield.
A smarter way to connect builders and estates
We've introduced SMS verification and Build Zone Validation on builder home designs. In practice, this means that when a buyer registers interest in a specific home design, we now know where they're actually looking to build, and we can use that to recommend the neighbouring estates most relevant to them. It's a small mechanical change with a real payoff: builders get better-qualified enquiries, and estates get introduced to buyers who are already deep in the decision-making process, not just browsing.
The end of the call centre model
We've removed the inherited iBuildNew call centre service model entirely. Every lead is now verified through SMS rather than a phone call, which means faster qualification, less friction for buyers, and cleaner data for the teams who receive the lead.
One brand, one platform
Homeshelf.com.au has been sunset, with all traffic now redirecting to iBuildNew.com.au. Rather than splitting audience and content across two brands, everything buyers, builders and estates need now lives in one place.
A redesigned listing experience
Both home builder and estate listing pages have been rebuilt from scratch, with a consistent design language that gives estates the same prominence and polish that builders have always had.
Search built for how buyers actually decide
Buyers can now search estates and builders by location, reflecting the reality that most new home decisions start with a place, not a company.
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This launch is the foundation, not the finish line. We've got a roadmap of features still to come, all built around the same principle: give buyers the clearest possible picture of what's available, and give the builders and estates who list with us the most accountable, transparent way to reach them.
We'd love to walk you through what's changed, what it means for your listings, and what's coming next.
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