French Portal Rivalry Intensifies as Bien’ici, SeLoger, and Leboncoin Trade Claims

France’s property portal market is entering a new phase of competition, with leading platforms increasingly publishing audience and lead-generation figures aimed squarely at the country’s agents.

The latest claim comes from Bien’ici, which says it recorded 220 million visits in 2025, a 14% increase year-on-year, according to president David Benbassat in a recent interview with Journal de l’Agence. The portal says growth in traffic translated directly into more business for its clients, with the number of qualified leads sent to agents rising at a similar rate.

The figures come as Bien’ici continues its push to position itself as a serious challenger to France’s established portal leaders. The company says it has been investing heavily in marketing and product development, including a national advertising campaign designed to reinforce its positioning as a “100% professional” portal, where all listings come from real-estate professionals rather than private sellers.

Benbassat has also emphasised the platform’s technological differentiation, particularly its 3D mapping interface, while reiterating the company’s ambition to reach the top spot among French property portals.

But Bien’ici is far from the only portal highlighting its recent performance via the French industry press.

In another interview with the same publication, SeLoger CEO, Baptiste Capron, pointed to several growth indicators in 2025, including a 50% increase in mobile users and a 20% rise in leads. The portal also reported a record number of new agency clients during the year.

The messaging reflects a broader effort by SeLoger’s parent group, AVIV Group, to sharpen its competitive positioning after a period of restructuring that included workforce reductions aimed at creating a leaner organisation.

Part of that strategy involves strengthening the company’s presence outside Paris. SeLoger has been expanding regional sales teams and bringing product and technology teams closer to agencies in local markets to deepen relationships with agents across the country and reinforce its role as a national partner for agents.

Meanwhile, Leboncoin, whose horizontal marketplace has long been dominant in many regional property markets, is taking the opposite approach.

The platform has traditionally been strongest in provincial markets and rural France, where its large consumer audience has made it a powerful channel for property listings. But Aurélien Flament, CEO of the company's real-estate division, recently highlighted a strategic push into Île-de-France, the country’s most competitive and valuable property market.