The true test of a leading portal site is not how many unique visitors or visits its receives but its ability to convert that traffic into revenue and eventually profit. The team at Classified Ad Ventures (owner of Property Portal Watch) has scoured the world and put together a list of the top 25 revenue generating property portal sites.
The top five sites are all market leaders, all generating over US$100m per year, and all profitable. The highest revenue generating site is immoscout24.de in Germany followed closely by realtor.com in the US. Rounding out the top 5 is soufun.com.cn in China, realestate.com.au in Australia and rightmove.co.uk in the UK.
To ensure that there is an “apples with apples” comparison, we have attempted to report the advertising related revenues earned by a particular site (e.g. realestate.com.au) and not the business that may own them (e.g. the REA Group as a whole or the REA Group in Australia). We have, where possible, stripped out revenues for ancillary services such as secondary websites (e.g. holidaylettings.co.uk for Rightmove), web development (e.g. for realestate.com.au), software (e.g. Pericles for Seloger) and print revenues.
The list was assembled through a combination of publically available information, interviews, market speculation, and internal analysis. Where we were not able to source the exact revenue numbers for the 12 months ending 30 June 2009, we have estimated then using interviews and outside in analysis of the businesses. In short, these are our best estimates of revenues over the last 12 months (to 30 June 2009).
| Site | Country | Revenue | |
| immoscout24.de | Germany | 147 | |
| realtor.com | USA | 145 | |
| soufun.com.cn | China | 119 | |
| realestate.com.au | Australia | 110 | |
| rightmove.co.uk | UK | 104 | |
| seloger.fr | France | 89 | |
| loopnet.com | USA | 83 | |
| rent.com | USA | 80 | |
| realtytrac.com | USA | 50 | |
| domain.com.au | Australia | 43 | |
| homegain.com | USA | 40 | |
| move.com | USA | 35 | |
| primelocation.co.uk | UK | 32 | |
| marketleader.com | USA | 30 | |
| fotocasa.es | Spain | 26 | |
| immonet.de | Germany | 26 | |
| funda.nl | Netherlands | 24 | |
| idealista.es | Spain | 22 | |
| findaproperty.co.uk | UK | 19 | |
| entreparticliers.com | France | 19 | |
| immowelt.de | Germany | 18 | |
| zillow.com | USA | 15 | |
| trulia.com | USA | 15 | |
| reply.com | USA | 15 | |
| pap.fr | France | 15 |
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There are some sites that are not on the list as we didn’t have enough information on them – e.g. anjuke.com.cn and athome.co.jp. If you have any information on the sites we have covered above or those that we may have missed, please let us know. We are keen to keep this list up to date and expand it as best as possible.
Advertising Partner
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{ 7 comments… read them below or add one }
This is excellent – what would really add to the analysis would be an index of revenue per property sale per year, or revenue per agent, or revenue per dwelling from census data.
The number that immediately leaps out is realestate.com.au vs. rightmove – 20million population plays 65 million population shows the depth of intregtaion of online marketing developed in Australia by realestate.com.au.
Alistair
Thanks for this
The challenge is finding enough information to do meaningful analysis.
We are working on a larger list of sites around the world but this is taking time.
I do think the relative penetration versus population is interesting however perhaps we should use GDP / population to balance that type of analysis.
It would be good to include some NZ sites in the analysis – i will have to do some work on that market.
Simon
Interessant waere zu lesen, wie sie sich der Profit verteilt , also eingestellte Immobilienangebote zu sonstiger Werbung.
Very surprised to see fotocasa on there and no kyero?
A few surprises on the list actually.
I would be curious to see how spiti24 does, and spitogatos (with homegreekhome too) in Greece
Dear Sir,
It is the fact that at every website you will find property advertisement by middleman e.g. dealer, agent ,broker and when genuine buyer make a call then there are 75% chances that buyer could not contact genuine seller and builder directly.
We have come with a solution , we don’t accept any advertisement of property by any dealer, broker or agent. Every property advertisement which we display at our web portal is either posted by individual property owner or by builder directly with contact number so that buyer can contact directly. http://www.DirectPropertyDeal.com has become the first choice of buyers and more than 2 lac+ buyers already registered and appreciating our concept ,because we are offering special features having 100% transparency.
Very interesting and useful stats thanks Simon. Mind blowing that realestate.com.au generates more revenue then Trulia and Zillow combined – it shows a clear monopoly of that portal in Australia – surely the agents can’t be too happy with their pricing then?
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