When it comes to the preferred platform for house hunting, Australians have made their pick, with realestate.com.au drawing its largest audience yet.
realestate.com.au has reached its biggest audience on record, attracting more than 13 million Australians in October, according to new Ipsos data.
The figure means over 60 percent of Australia’s adult online population used the platform over Domain during the month, solidifying its position as the country’s leading property destination during the peak spring period.
A growing lead over competitors
The numbers also show the site has widened its lead over its nearest competitor, increasing its average 12-month audience gap by 14 percent. In total, realestate.com.au recorded 161.8 million visits in October, more than 109 million ahead of the next-largest property platform.
Users also spent an average of 38 minutes on the site, which is 25 minutes longer than competitor platforms.
Engagement was strong across logged-in members, who reached record levels and helped drive the highest-ever volume of buyer listing views and listing shares.
App usage also surged, with the realestate.com.au app surpassing 15 million total downloads and reaching 69.3 million visits in October five times more than its closest rival.
General Manager of Audience and Marketing Sarah Myers said the results reflect both the seasonal property rush and the platform’s long-term investment in customer engagement.
“Australians are property obsessed and while audience levels are always strong at this time of year, our site’s increasing lead highlights that Australians continue to prefer realestate.com.au over any other platform,” Myers said.
“Reaching 13 million Australians is a significant milestone, it’s over 60% of online adult Australians. It’s also an increase of 1.2 million on October last year which we’re proud of given we were working with an incredibly high base.”
Myers added that the growth was powered by a strong marketing engine, citing record direct visits, SEO referral traffic and personalised lifecycle marketing.
“Our focus on engaging buyers, sellers, owners and renters in rich immersive experiences that support deeply personalised property journeys ensures they continue to return to our site,” she said.
“The value for our customers and their vendors comes in both the scale and engagement of our unmatched audience and we are connecting more buyers and sellers than ever before.
Highlighting value for sellers, in October we achieved the highest-ever level of buyer listing views and listing shares.”