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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 net site visitors, however CoStar’s leaped by bounds final month, based on an evaluation.

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Zillow continues to dominate the market share for actual property net site visitors within the U.S. — however different corporations — notably, CoStar’s — are making sizable positive aspects, whilst site visitors to actual property portals declines total amid market uncertainty, based on 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 net site visitors, based on the digital intelligence platform Similarweb. 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. Customers have continued to go to these websites, nonetheless, even when simply to browse.

“Whereas site visitors has noticeably decreased for the class YoY, dreaming about houses and trying to find them by shoppers continues despite the fact that transactions have fallen considerably,” the examine’s writer, Raymond “RJ” Jones, vp of communications and insights at Similarweb, informed Inman.

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

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

CoStar’s posted probably the most speedy development, with its net site 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 has additionally carried out.

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

The location with the smallest market share proved to be Rocket Houses, which posted a 57.5 % annual lower in net site visitors to solely 0.2 % of market share, which the report attributed to the speedy rise in mortgage charges seen all through 2022. posted a noticeable lower in customers over the previous 12 months. Its market share fell greater than 3 % yearly based on the report, greater than every other portal, regardless of advertising efforts that included a brand new promoting marketing campaign through the fall.

“ benefitted to an extent from the legal guidelines of huge numbers, whereas didn’t – taking a look at gross variety of visits, the place gained tens of millions of visits, misplaced tens of millions of visits 12 months over 12 months,” Jones mentioned.

CoStar group engaged in talks with’s dad or mum firm Information Corp throughout early 2023 a few 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 site visitors, with RE/MAX and Compass’s in home search portals accounting for just one.5 and 1.3 % of complete search site 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 site visitors.

E mail Ben Verde