I thought it would be a bit of fun to look at the respective market leaders and see what percentage of the population they reach – a proxy for dominance in a market.
The clear winner, in the dominant or high reach stakes, is realestate.com.au in Australia. Each month the site reaches around 17% of the population of 22 million people. In second place was athome.lu in Luxembourg (15%) with immoweb.be in Belgium (14%) locking up third place.
At the other end of the spectrum are the large countries of Japan, China, Brazil and Mexico. Clearly they have massive populations and relatively small internet penetration.
Now lots of arguments can be made about the efficacy and even accuracy of this analysis. However, I wasn’t aiming for perfection, just in build a better understanding of the global market place and how everyone is placed.
In sourcing unique users I have used Google Ad Planner in January 2012 as it is a consistent source of information about the sites. The population number is from the CIA World Factbook.
| Portal | Country | Unique Users | % Reach |
| realestate.com.au | Australia | 3.8 | 17.3% |
| athome.lu | Luxembourg | 0.1 | 15.4% |
| immoweb.be | Belgium | 1.4 | 14.0% |
| funda.nl | Netherlands | 2.3 | 13.5% |
| daft.ie | Ireland | 0.6 | 13.2% |
| rightmove.co.uk | UK | 6.7 | 10.6% |
| immobilienscout24.de | Germany | 7.4 | 9.1% |
| propertyguru.com.sg | Singapore | 0.4 | 8.1% |
| realtor.ca | Canada | 2.4 | 7.1% |
| realestate.co.nz | New Zealand | 0.3 | 5.6% |
| idealista.es | Spain | 2.6 | 5.5% |
| seloger.fr | France | 2.9 | 4.4% |
| realestate.yahoo.com | USA | 13.0 | 4.1% |
| casa.it | Italy | 2.2 | 3.6% |
| casasapo.pt | Portugal | 0.3 | 2.6% |
| athome.jp | Japan | 2.4 | 1.9% |
| iproperty.com.my | Malaysia | 0.5 | 1.6% |
| soufun.cn | China | 13.0 | 1.0% |
| imovelweb.com.br | Brazil | 1.2 | 0.6% |
| metroscubicos.com.mx | Mexico | 0.3 | 0.3% |
If there is a country or site that I have missed, send me an email and we can add it to the list.
Disclaimer: Between 2001 and 2008, Simon Baker was the CEO and MD of the REA Group, the owners and operators of realestate.com.au in Australia.
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{ 3 comments… read them below or add one }
Thanks for links! Any information about the most dominant portals in Poland, Italy, Czech Republic, Russia and Hungarian?
Didn’t see Realtor.com on here, they are definitely much larger than Realtor.ca
Rob
Thanks for the comment, you are right that Realtor.com is much larger than Realtor.ca in terms of web traffic, however the article is all about relative scale to size of country. This table needs updating as the latest data places Zillow at the top with 48 million visitors per month!