The Top Sites Most Prospects Use to Search for Homes Online

Posted on February 3, 2013 at 2:54 pm

top-searched-sites-pic-1Top 10 Most-Visited Real Estate-Related Websites in the U.S. for January 2013*

Rank Website Total Visits Visits Share
1 Zillow 44.19 million 9.17%
2 Trulia 33.70 million 7.00%
3 Realtor.com 29.32 million 6.09%
4 Yahoo Homes 26.48 million 5.50%
5 FrontDoor Real Estate 26.14 million 5.43%
6 Homes.com 17.98 million 3.73%
7 MSN Real Estate 7.17 million 1.49%
8 Rent.com 7.12 million 1.48%
9 AOL Real Estate 6.56 million 1.36%
10 Apartment Guide 5.89 million 1.22%

Source: Experian Marketing Services. *Excludes traffic from mobile devices.

The 10 largest real estate listing portals are capturing nearly half of all non-mobile traffic to U.S. real estate-related websites, according to aggregate Web visit metrics compiled by Experian Marketing Services (formerly Experian Hitwise).

The top 10 real estate websites captured 42 percent of total visits in the space during January, with Zillow (9.17 percent market share), Trulia (7 percent) and Realtor.com (6.09 percent) leading the pack.

Experian, which measures total visits to a site from desktop computers, not unique visitors or traffic from mobile devices, reported a total of 482 million visits to real estate sites in January, a 12-month high.

Along with Yahoo Homes, No. 4 in January with 5.5 percent market share, Zillow, Trulia and Realtor.com have filled the same top four relative spots in terms of website market share since June 2012, when Trulia leapfrogged Yahoo Homes and Realtor.com to capture the No. 2 spot, which it hasn’t relinquished since.

Although RealtySouth has a great web presence, that does not necessarily mean they are producing the most traffic in home searches. Most Real Estate Companies are fighting aggregated listing sites such as Trulia and Zillow.

Real Estate companies such as RealtySouth and ReMax do garner a lot of traffic, however, these are regional companies. Their traffic could stem from Alabama to Texas. What sets your website apart from these mega-sites, is your niche market. If you specialize in Luxury Homes in the Liberty Park area of Alabama, you are more inclined to see higher rankings from a  Google Search than RealtySouth. However, you will still have to fight off the aggregated listing sites such as Trulia and Zillow.

Potential Buyers are using the web to search for home and they are not necessarily going to any particular website to do so. Simply inputting a properties address in Google or Bing will grant you access to it’s information. Usually Trulia or Zillow, if not Google itself, will have the top search result. Most people rarely look at the second result page, let alone, the second result on the first page.

top-searched-sites-pic-2Although RealtySouth and ReMax has great web presence, and a brand that is known throughout the country, that does not necessarily mean they are producing the most traffic in home searches. Their Home Search feature is easy to use…but so is Trulia’s, Zillow’s, or even Realtor.com.

Most Real Estate Companies are fighting against aggregated listing sites such as Trulia and Zillow, even RealtySouth and ReMax. Potential Buyers or Sellers are utilizing the web to find homes and they are not necessarily going to any particular website to do so. Simply inputting a properties address in Google or Bing search engines will grant you access to information. However, sites such as Zillow and Trulia, are normally at the top of these searches.

Note: The Experian Hitwise data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Experian Hitwise sample of 10 million US internet users. Experian Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. Experian Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage does not include traffic for all sub-domains of certain websites that could be reported on separately.