Once again realestate.com.au dominates the Australian property portal landscape. According to Google Ad Planner, it had 3.8 unique visitors (users) – as much as the next 9 sites added together! It also had 300 million page impressions – double the next 9 sites added together. Suffice to say it dominates the Australian property portal landscape.
| Site | UV (users) (m) | PI (m) |
| realestate.com.au | 3.80 | 300.0 |
| domain.com.au | 2.00 | 110.0 |
| realestateview.com.au | 0.39 | 6.8 |
| homehound.com.au | 0.32 | 7.4 |
| onthehouse.com.au | 0.29 | 5.6 |
| realcommercial.com.au | 0.24 | 7.5 |
| thehomepage.com.au | 0.18 | 2.6 |
| reiwa.com.au | 0.18 | 9.8 |
| homesales.com.au | 0.11 | 1.6 |
| rent.com.au | 0.09 | 2.4 |
Source: Google Ad Planner January 2012
The funny thing is, nothing has changed over the last decade. 10 years ago realestate.com.au was the most popular site – double the size of domain, followed by property.com.au, realestateview and homehound (if my memory serves me correctly). Property.com.au was purchased by realestate.com.au (REA Group now) in 2003.
I have not included any franchise group sites on the list as they are not portals but advertising vehicles for the listings of their groups. If we had included them, only L J Hooker and Ray White would have made the list. Raine and Horne would have just missed out.
Simon Baker was the CEO and MD of the REA Group from 2001 through 2008 and is now the Executive Chairman of CAV Investment Holdings – a company that invests in property portals around the world.
Advertising Partner
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{ 4 comments… read them below or add one }
Plus sa change Simon (!). Which was your basic point. Good to see reiwa.com in the Top 10 nationally, even through we only show properties in WA of course (1/10th of the country population wise?) – so I divide everyone else by 10 (crudely) to see where they are in WA, which more of less gets it, except that over empahsises domain (whose traffic, so Hitwise tells me is only 5% in WA). FInal point – “traffic schmaffick”, perhaps it’s enquiries (and cost per enquiry) that really matter?
Charlie
Great to hear from you. I absolutely agree that it is not traffic but leads that matter. Unfortunately portals around the world are a little shy at sharing this number – i wonder why?
In addition, for most the only lead number they can accurately track are email leads. However consumers do use the phone and walk-ins to get in touch with an agent.
Suffice to say, the online world is far more accountable than the offline print world!
Simon Baker
As we have over 139,000 unique visitors per month and around 1.8 million monthly page impressions we think we should be included in your table
Russell
Thanks for your email. I am using Google Ad Planner as it is (in theory) equally consistent (or is that inconsistent) across all portals.
As such realestatecommercial.com.au is not ranked by Google Ad Planner due to insufficient information.
I will keep an eye out for movement
Thanks
Simon