I do see the point @mjlw is making in terms of the dominance of...

I do see the point @mjlw is making in terms of the dominance of existing players, it would daunt any investor. That's why you have to be a believer of the rent.com.au story. That is, in Australia renting has a bad name but this site is attempting to change that by offering renters a reputable content rich site, it's actually value adding to the rental experience with its products. Renting in more developed countries like the UK and USA is considered normal, some do it their whole lives but in Australia its seen as a negative. This will change, when Australians realise you can rent and invest money in other assets.