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Zillow Now Accounts For Nearly Half of All Real Estate Web Traffic: Analysis

The search behemoth far and away led market share for search portals, drawing 44 % of all actual property internet visitors, however CoStar’s Properties.com leaped by bounds final month, in response to an evaluation.

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Zillow continues to dominate the market share for actual property internet visitors within the U.S. — however different firms — notably, CoStar’s Properties.com — are making sizable good points, at the same time as visitors to actual property portals declines general amid market uncertainty, in response to a brand new evaluation launched earlier this week.

Search behemoth Zillow far and away led market share for actual property search portals between February 2022 and February 2023, gobbling up 44 % of the marketplace for actual property internet visitors, in response to the digital intelligence platform Similarweb. Realtor.com adopted with 19 %, whereas Redfin boasted the third highest at 15 %.

General, visits to actual property search portals decreased 5 % 12 months over 12 months in February as dwelling gross sales slipped amid excessive mortgage charges. Shoppers have continued to go to these websites, nevertheless, even when simply to browse.

“Whereas visitors has noticeably decreased for the class YoY, dreaming about houses and trying to find them by customers continues regardless that transactions have fallen considerably,” the research’s writer, Raymond “RJ” Jones, vice chairman of communications and insights at Similarweb, informed Inman.

The report discovered 98 % of the entire share of actual property search portal visitors belongs to the highest 10 websites — and practically half of that share belongs to Zillow alone by means of the mix of Zillow-owned portals Streeteasy and Trulia.

Whereas Zillow took the lion’s share of internet visitors, solely three of the 17 web sites tracked posted year-over-year will increase in visitors: Properties.com, RE/MAX and Compass.

CoStar’s Properties.com posted probably the most fast development, with its internet visitors growing 86 % 12 months over 12 months. The report theorized that the portal could also be benefiting from a rise in commercial spending in 2022, a technique that different CoStar property Residences.com has additionally carried out.

“Properties.com benefitted from efficient investing over the previous 12 months,” Jones stated. “A mixture of refreshed UX, integrating HomeSnap exercise and operations into Properties.com, and focused model promoting spend off of a low visitors base to start with set them as much as acquire share from incumbents that haven’t been as efficient in investments.”

The positioning with the smallest market share proved to be Rocket Properties, which posted a 57.5 % annual lower in internet visitors to solely 0.2 % of market share, which the report attributed to the fast rise in mortgage charges seen all through 2022.

Realtor.com posted a noticeable lower in customers over the previous 12 months. Its market share fell greater than 3 % yearly in response to the report, greater than some other portal, regardless of advertising efforts that included a brand new promoting marketing campaign throughout the fall.

“Properties.com benefitted to an extent from the legal guidelines of enormous numbers, whereas Realtor.com didn’t – gross variety of visits, the place Properties.com gained thousands and thousands of visits, Realtor.com misplaced thousands and thousands of visits 12 months over 12 months,” Jones stated.

CoStar group engaged in talks with Realtor.com’s mother or father firm Information Corp throughout early 2023 a couple of potential sale, however the talks finally fell by means of. 

The report additionally discovered that dwelling search portals tied to particular brokerage manufacturers account for a small share of visitors, with RE/MAX and Compass’s in home search portals accounting for just one.5 and 1.3 % of complete search visitors throughout 2022. Coldwell Banker, Keller Williams and eXp every accounted for lower than 1% — whereas Century 21’s search portal posted a 43 % annual lower in visitors.

E-mail Ben Verde