The property marketing sector in Latin America is increasingly dominated by portals operated by a few specialist companies: Navent, Mercado Libre, Frontier Digital Ventures and Adevinta-Prosus.
Our 2021 Portal Standards study found that because of this and the relative cultural similarities in the region, real estate websites in South America are surprisingly well-developed with a good range of features.
In Brazil, the leading specialist property portals (Vivareal and Zap) are owned and operated by OLX Brazil, a company that is itself a joint venture between international classifieds giants Adevinta and Prosus.
The main orthodox challenger to these two (and their generalist classified stablemate Olx.com.br) is from Navent-owned Imovelweb which is actually owned by another rival Quinto Andar.
In Venezuela the leading specialist real estate sites are Argentinian-owned. Navent-owned conlallave.com competes with Mercado Libre-owned TuInmueble.com.ve.
Although OLX is very strong here, as well as in many South American countries, Fincaraíz is the #1 dedicated specialist property portal in Colombia.
The portal was sold to Frontier Digital Ventures by former owner Adevinta in October 2020 and saw a rebranding and marketing campaign to keep it at the top of Colombians' minds when searching for their next home.
The Navent portal Plusvalia is the clear winner in a market with few distinguishable portal sites. Mercadolibre, OLX-owned Properati and the aggregators Mitula and Trovit have strong traffic here as well.
In 2020 Adondevivir was comfortably ahead of Urbania, but it looks like the tables are turning in Peru.
Founded in 2014, Ultracasas is part of the Bolivian-owned Ultragrupo. The portal’s traffic is slightly superior to that of InfoCasas’ Bolivian portal according to Similarweb.
The portal has been around for 20 years and in 2014 was bought by MercadoLibre. PortalImobiliario is the clear winner when it comes to dedicated real estate sites in Chile.
Navent-owned Zonaprop is the leading real estate website in the company's home market of Argentina. Zonaprop was bought from its previous owner Dridco in 2015 along with a leading jobs portal Zonajobs.
Zonaprop's main competition in the market comes from Argenprop which is owned by Clarín, the country's largest newspaper.
InfoCasas has its fingers in a number of countries in South America, but its hold is strong in its home market of Uruguay where it has used its position to build a sort of MLS for the market. The portal is particularly strong in the new-build sector where it advertises apartments directly from the developers.
The Paraguayan real estate market is still underdeveloped and does not have many specialist portals. InfoCasas quickly became the main portal in the country when the firm expanded from its Uruguayan base in 2014.
As far as either Similarweb or indeed several of our Google searches can tell, Zinctop seems to be the only legitimate property portal operating in Guyana and therefore wins this by default.
There are a few Dutch agency sites, but as for true property portals, the Italian-owned global property portal Realigro is the only game in town we could find.
It seems that the French portals dominate here as the territory is technically part of France and not its own country.
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