Top 10 Australian Property Portals – May

Simon Baker

June 16, 2012

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Earlier this year we took our first few looks at the Australian property portal market.  In that review, we saw that realestate.com.au dominated the Australian property portal market.  Since February nothing has changed.  In fact, the gap between realestate.com.au and domain.com.au has widened on the key metrics.

The dominance that realestate.com.au has in the Australian market is very similar to the dominance that rightmove.co.uk has in the UK.  Both capture around 70% of the total time spent on the top 10 property portals, both have around 60% of the visits to the top 10 sites, and both have around 70% of the page impressions to the top 10 sites.

While we look at the rankings of the top 10 players through a number of metrics below, total time on site is probably the single best way to determine leadership at it combinations traffic and engagement. Total time on site takes into account visits (a combination of unique visitors and frequency) as well as what they do on the site once they are there – in this case average session duration.

On this measure we see that realestate.com.au accounts for 68% of the total mins spent looking at property across the top 10 sites.  Domain is in second place with 18%.  The remainder of the market is extremely fragmented with allhomes.com.au, a Canberra based site, in third place with just 3.5% of the total time spent on the top 10 sites.

 

TToS (m) % TToS
realestate.com.au 300.1 68.0%
domain.com.au 80.6 18.3%
allhomes.com.au 15.6 3.5%
reiwa.com.au 11.3 2.6%
realcommercial.com.au 8.7 2.0%
realestateview.com.au 7.9 1.8%
onthehouse.com.au 5.5 1.3%
raywhite.com.au 4.8 1.1%
ljhooker.com.au 3.6 0.8%
homehound.com.au 3.2 0.7%

 

Note: TToS = Total Time on Site (Visits x Average Session Duration)

All numbers in this document are prepared using Google Ad Planner’s May 2012 numbers.

 

Traffic

realestate.com.au had 3.5 m unique visitors (users) in May, more than double second place domain and nearly as much as the next 9 combined.

 

UV (users) (m)
realestate.com.au 3.5
domain.com.au 1.6
realestateview.com.au 0.4
onthehouse.com.au 0.3
realcommercial.com.au 0.2
homehound.com.au 0.2
allhomes.com.au 0.2
ljhooker.com.au 0.2
reiwa.com.au 0.2
thehomepage.com.au 0.2

Note: UV = Unique Visits

 

When looking at the change between February and May this year, realestate.com.au has slightly increased the traffic to its site while traffic to domain.com.au has dropped significantly by 20%.

 

Unique Visits (Users) (m)
May-12 Feb-12 Change
realestate.com.au 3.5 3.4 2.9%
domain.com.au 1.6 2.0 -20.0%

 

When looking at visits to the top 10 sites, realestate.com.au is clearly the leader attracting 60% of the visits to the top 10 Australian property portals.  With just under 3x the visits of second place domain.com.au, it is clear to see why realestate.com.au ranked 13th in on the world’s most dominant portals list.

 

Visits (m) % Visits
realestate.com.au 18.0 60.6%
domain.com.au 6.2 20.9%
allhomes.com.au 1.1 3.7%
realestateview.com.au 0.9 3.1%
reiwa.com.au 0.8 2.7%
onthehouse.com.au 0.7 2.3%
realcommercial.com.au 0.7 2.2%
homehound.com.au 0.5 1.7%
ljhooker.com.au 0.4 1.5%
raywhite.com.au 0.4 1.3%

 

Interestingly, if we look at the comparison between February and May this year, realestate.com.au has dropped 5% while domain.com.au is down 13%.

 

Visits (m)
May-12 Feb-12 Change
realestate.com.au 18.0 19.0 -5.3%
domain.com.au 6.2 7.1 -12.7%

 

Allhomes.com.au has over taken realestate.com.au as the more frequently visited property portal in Australia.  Frequency of visit for allhomes is up from 5.5x to 6.1x.  realestate.com.au’s frequency of visit dropped by around 10% from 5.6x in February to 5.1x in May – potentially reflecting the time of year.

 

Frequency
allhomes.com.au 6.1
realestate.com.au 5.1
reiwa.com.au 4.9
raywhite.com.au 4.0
domain.com.au 3.9
realcommercial.com.au 3.0
century21.com.au 2.9
rent.com.au 2.7
realestateview.com.au 2.6
nestoria.com.au 2.5

 


Engagement

The second measure of success is the level of engagement a site has with its users.  This is best viewed through page impression, average page impressions per visit and average session duration.

realestate.com.au dominates the pages viewed in the market accounting for 66% of page views to the top 10 sites.  Domain is in second place with 18%.

 

PI (m) % PI’s
realestate.com.au 280.0 65.5%
domain.com.au 78.0 18.3%
allhomes.com.au 28.0 6.6%
reiwa.com.au 10.0 2.3%
realcommercial.com.au 8.2 1.9%
realestateview.com.au 6.2 1.5%
onthehouse.com.au 4.7 1.1%
homehound.com.au 4.6 1.1%
raywhite.com.au 4.6 1.1%
ljhooker.com.au 2.9 0.7%

 

Between February and May, page views for realestate.com.au has remainded steady while domain.com.au’s page views dropped by 20%.

 

Page Impressions (m)
May-12 Feb-12 Change
realestate.com.au 280.0 280.0 0.0%
domain.com.au 78.0 97.0 -19.6%

 

On a page impressions per visit basis, allhomes clearly leads the market with over 25 pages per visit – similar to February’s numbers.  realestate.com.au’s pages per visit is slightly up over February while domain is slightly down.

 

PI/Visit
allhomes.com.au 25.5
realestate.com.au 15.6
nestoria.com.au 12.7
reiwa.com.au 12.7
domain.com.au 12.6
realcommercial.com.au 12.4
raywhite.com.au 11.5
homehound.com.au 9.0
century21.com.au 8.3
homesales.com.au 8.0

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Simon Baker is the Founder and Executive Chairman of Online Marketplaces and Property Portal Watch. Involved with property portals for 15 years, he’s a well-recognized expert and industry consultant.
As former CEO/MD of the REA Group for 8 years, Simon led the group to its current market-leading position. When he joined REA Group in 2001, it had $4m in revenues, $6m in losses and an $8m market cap.
By 2008, the company presided over $155m in revenues, $35m in EBITDA and enjoyed a peak market cap of $1b. Simon is currently Chairman of the Mitula Group and Real Estate Investar and a serial portal founder and, investor.