The concept is pinned on being a market leader, and unlike...

The concept is pinned on being a market leader, and unlike Facebook - as you have mentioned - they do not get day to day interaction from individual customers. That said, Updater is the platform used from the very start to the very end of the moving process (which is by no means a quick process). What is going to be paramount to their success is more the experience that customers have on there. Moving house, buying a new house, even renting, all has such a huge emotional investment attached to it which means that people are very likely to spread the word if everything works out.

As far as securing this framework, it is reliant on the relationships which are formed with its business partners. If Updater forwards a client to a business partner, that client then belongs to Updater. This basically means that Updater is a giant referral platform that streamlines a very disjointed market. There is an awful lot of money that can be made it is just a matter of how it is all staged and marketed - this may not seem transparent/clear enough in the early days for an investor, but the fact of the matter is there is no current system in place for such a concept.

I happen to know some people involved from the Australian side and from the way they speak about it, there is an awful lot to be excited about in the very near future. I can understand how the fundamentals may not seem clear, but let me assure you they are there.