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Zillow Now Accounts For Nearly Half of All Real Estate Web Traffic: Analysis

The search behemoth far and away led market share for search portals, drawing 44 p.c of all actual property internet site visitors, however CoStar’s leaped by bounds final month, in line with an evaluation.

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Zillow continues to dominate the market share for actual property internet site visitors within the U.S. — however different firms — notably, CoStar’s — are making sizable beneficial properties, at the same time as site visitors to actual property portals declines total amid market uncertainty, in line with a brand new evaluation launched earlier this week.

Search behemoth Zillow far and away led market share for actual property search portals between February 2022 and February 2023, gobbling up 44 p.c of the marketplace for actual property internet site visitors, in line with the digital intelligence platform Similarweb. adopted with 19 p.c, whereas Redfin boasted the third highest at 15 p.c.

Total, visits to actual property search portals decreased 5 p.c yr over yr in February as residence gross sales slipped amid excessive mortgage charges. Customers have continued to go to these websites, nonetheless, even when simply to browse.

“Whereas site visitors has noticeably decreased for the class YoY, dreaming about houses and trying to find them by shoppers continues though transactions have fallen considerably,” the research’s writer, Raymond “RJ” Jones, vice chairman of communications and insights at Similarweb, informed Inman.

The report discovered 98 p.c of the entire share of actual property search portal site visitors belongs to the highest 10 websites — and practically half of that share belongs to Zillow alone by the mix of Zillow-owned portals Streeteasy and Trulia.

Whereas Zillow took the lion’s share of internet site visitors, solely three of the 17 web sites tracked posted year-over-year will increase in site visitors:, RE/MAX and Compass.

CoStar’s posted probably the most speedy progress, with its internet site visitors growing 86 p.c yr over yr. The report theorized that the portal could also be benefiting from a rise in commercial spending in 2022, a technique that different CoStar property has additionally carried out.

“ benefitted from efficient investing over the previous yr,” Jones stated. “A mixture of refreshed UX, integrating HomeSnap exercise and operations into, and focused model promoting spend off of a low site visitors base to start with set them as much as acquire share from incumbents that haven’t been as efficient in investments.”

The location with the smallest market share proved to be Rocket Properties, which posted a 57.5 p.c annual lower in internet site visitors to solely 0.2 p.c of market share, which the report attributed to the speedy rise in mortgage charges seen all through 2022. posted a noticeable lower in customers over the previous yr. Its market share fell greater than 3 p.c yearly in line with the report, greater than another portal, regardless of advertising efforts that included a brand new promoting marketing campaign in the course of the fall.

“ benefitted to an extent from the legal guidelines of enormous numbers, whereas didn’t – taking a look at gross variety of visits, the place gained tens of millions of visits, misplaced tens of millions of visits yr over yr,” Jones stated.

CoStar group engaged in talks with’s mother or father firm Information Corp throughout early 2023 a few potential sale, however the talks finally fell by. 

The report additionally discovered that residence search portals tied to particular brokerage manufacturers account for a small share of site visitors, with RE/MAX and Compass’s in home search portals accounting for only one.5 and 1.3 p.c of whole search site visitors throughout 2022. Coldwell Banker, Keller Williams and eXp every accounted for lower than 1% — whereas Century 21’s search portal posted a 43 p.c annual lower in site visitors.

E mail Ben Verde