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

April 3, 2023
Share this Post: 

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, Idealista Group is now leading the way in terms of traffic and has overtaken bitter rival 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 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 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.

April 3, 2023
Since March 2020 Edmund's job has been to read about, write about, collect data on, analyse and generally know about real estate marketplaces and the companies that run them. Before that he worked at the aggregator Mitula Group (which became Lifull Connect) for five years.

Subscribe to our mailing list to get the famous, free Friday newsletter!

News and analysis to help build better online marketplace businesses, in your inbox, every Friday

Related News

Alma Media
Finnish Marketplace Operator Alma Media Releases Q1 Results: Total Revenues Slightly Up, Classifieds Revenues Slightly Down

Alma Media has released a new-look financial analysis for its Q1 2024 results. Highlights include: Adjusted operating profit decreased by...

Read More
Product Roundup 19 April 2024
Product Roundup: Domclick, ImmoScout24, Wikicasa, SeLoger Neuf, Habyt, Dubizzle, Aviv Germany, Homele

This week's product roundup includes another great initiative from Domclick—the second in consecutive weeks. And interestingly, we've spotted three big...

Read More
Costar And
The Portal War: Announces New Marketing Campaign Championing the Value of Buyer Agents

US number two portal has announced a new marketing campaign that will champion the value and skills of independent...

Read More
Propertyguru Singapore Skyline
Analysis: PropertyGuru Is Heavily Reliant on Singapore's Crazy Real Estate Market

Singapore is well known for its obsession with property and the market dynamics there are pretty unique...   There can't...

Read More

Editor's Pick