Italian Portal Traffic Down in 2022 with Idealista Group Now Traffic Leader and Immobiliare Still Leading in Terms of Revenue - Claims

An Italian real estate consultant claims that portal searches were down in 2022 and that Idealista Group is now the traffic leader in the Italian market.

Using numbers from Similarweb for the 16 most trafficked sites in the country, a report by Gianluca Capone claims that traffic to real estate portals in Italy was down by -1.3% in 2022.

The report also claims that since its 2020 purchase of number three player Casa.it, Idealista Group is now leading the way in terms of traffic and has overtaken bitter rival Immobiliare.it with agent-backed Wikicasa a distant third player.

Capone claims that traffic dropped across several formerly popular portals in Italy in 2022 after surging in 2021. While Immobiliare and Idealista saw small increases (4.7% and 7.7% respectively), the consultant claims that Casa.it saw a -17% drop and minor portals Trovacasa and Mioaffito (both owned by Immobiliare) saw year-on-year traffic drops of -50% and -25% respectively.

The consultant claims that smaller portals are not worth agents' subscription money and that they will have to change their business model to survive.

The report's analysis of the revenue numbers of both Immobiliare and Idealista shows that the former is still the biggest earner in the Italian market having generated €82 million compared to the €55 million earned by the combined incomes of Idealista and Casa.it. The accounts are however from 2021 as there is a significant lag in reporting. The revenue numbers for the two rivals may well tell a different story for 2022.