Based on figures from Experian Hitwise in June 2013, VivaReal has moved into second place in the Brazilian property portal market. They have overtaken long time rival, the Navent owned, Imovelweb and are now closing the gap with the market leading Zap.
These numbers are confirmed by a review of Alexa what shows how VivaReal has closed the gap (and overtaken) Imovelweb over the last two years.
When looking at what has caused the gap to close, you can see that the percentage of traffic that is coming from search has significantly dropped for Imovelweb, indicating that the move to a new look and feel around 6 months ago was not as successful as hoped. Also, Imovelweb launched a new marketing campaign in May this year aimed at repositioning the brand. The investment of R$10m doesnt seem to have paid off.
What is interesting is that the vertical search engine Trovit, is sitting in 3rd place ahead of Imovelweb. Trovit, like Mitula, operates vertical search engines in multiple markets around the world. In most markets they are sitting a fair way behind the market leaders in terms of traffic, however in the highly fragmented market of Brazil, they have managed to capture a strong audience.
CAV Investment Holdings invests in a number of Property Portals around the world, including VivaReal, and is associated with the author of this article.