Industry NewsNews Brief

Property portals: Global Top 100

From Global Edge
Published on May 28, 2009

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by CareyBot

Editor’s note: This item is republished with permission from Global Edge Marketing Ltd. The original post can be viewed here.

All of the property-search portals in the top 20 share one of two characteristics: They are either outright market leaders or they are the main challengers in large established markets, most notably in the U.S.

Realtor.com (U.S.), Soufun.com (China), Rightmove.co.uk (U.K.), Funda.nl (Netherlands), Immobilienscout24.de (Germany), Seloger.com (France), realestate.com.au (Australia) all dominate their respective markets. Arguably, Immobilmente.com is the market leader in Italy.

Market leaders "own" their categories and are referenced naturally on the Web, which goes someway to explain their dominance. They have also been around longer and acquired links in the days when Web masters responded to link request e-mails.

I’d be willing to bet that in five years’ time, there will be very few new entrants into the top 20 from portals in established markets. Dislodging market leaders is extremely difficult. It’s often more efficient to set fire to a large pile of cash! The new entrants are more likely to come from China, Russia, India and perhaps South America — large, immature markets with low Internet penetration and plenty of room for future growth.

Ranking the portals

We opted to rank the sites by the number of unique inbound links rather than the more sophisticated measure of MozRank. This is because the MozRank scores of the top portals were so similar that in many cases we were concerned how significant the results would be by using this as the main criteria. We have included both measures in the table.

 PositionPortal nameCovered Areas
Moz Rank
Unique domains
 1Realtor.com US6.8218,197
 2Soufun.comChina6.1615,514
 3 Zillow.comUS6.311,780
 4Homes.comUS6,59,854
 5 Immobilmente.com
Italy 5.77,962
 6Funda.nlNetherlands6.385,284
 7Focus.cnChina6.345,025
 8Trulia.comUS5.844,793
 9 Move.comUS6.423,457
 10Realestate.com.auAustralia6.613,351
 11Gdeetotdom.ruRussia5.293,037
  12EscapeArtist.com
International5.793,014
 13Immobilienscout24.de Germany7.292,535
 14Rightmove.co.uk
UK & Overseas5.762,534
 15Immowelt.de
Germany6.392,394
 16Domain.com.au
Australia6.592,280
 17Anjuke.com China5.12,009
 18Homegain.com US6.32,007
 19Immonet.de
Germany6.081,719
 20TheMoveChannel.com
Overseas5.981,718
 21Seloger.com France6.081,413
 22HomesGoFast.com
Overseas5.221,377
 23FindaProperty.com
UK & Overseas6.111,311
 24Primelocation.com
UK & Overseas61,150
 25Daft.ie
Ireland & Overseas5.331,121
 26Propertysold.ca
Canada6.24990
 27Globespanproperty.com
Overseas5.06985
 28Jaap.nl Netherlands5.24965
 29 Propertynow.com.au
Australia4.51892
 30Facilisimo.com
Spain6.43883
 31 Kyero.com
Spain5.56833
 32 Propertyfinder.com
UK & Overseas6.13805
 33Property-Abroad.com
Overseas5.88796
 34 Hemnet.se
Sweden4.46781
 35 Immobel.com US & Overseas 4.55 776
 36 Spanish-living.com
Spain4.62768
 37 Idealista.com
Spain5.29766
 38 Realtor.ca
Canada5.68728
 39 AMLAspain.com
Spain6.01702
 40 Viviun.com
Overseas6.01683
 41 PropertyShowrooms.com
Overseas4.78673
 42 Myimmoworld.de
Germany6.1672
 43 Propertysalespain.co.uk
Spain5.95661
 44 Thinkproperty.com
UK + some other5.1654
 45 Mondinion.com
Overseas5.24647
 46 Casa.it
Italy6.08639
 47 Estateagents123.com
UK & Overseas5.19611
 48 MyHome.ie
Ireland & Overseas5.15589
 49 Condo.com
US5.28587
 50 Green-Acres.com
Overseas5.52581
 51 Duproprio.com
Canada5.11547
 52 Countrylife.co.uk
UK4.68523
 53 Indiaproperties.com
India4.77518
 54SunshineEstates.netOverseas4.29425
 55Bovision.seSweden4.22492
561-property.ruRussia4.6463
57 Fotocasa.esSpain5.58462
58 FrenchEntree.comFrance5.22447
59 Idealspain.comSpain4.88432
60 Realestate.co.nzNew Zealand and Pacific Islands5.45429
61 HotProperty.co.ukUK & Overseas5.42427
62 Immobilien.netEurope5.4424
63Thinkspain.comSpain5.42422
64 EuropeanProperty.comOverseas5.42419
65Immobilien.deGermany5.57407
66 PropertyIndex.comUK & Overseas5.81396
67 Medhead.comOverseas4.12389
 68Proprietesdefrance.comFrance5.22384
 69Holprop.comOverseas5.52379
 70Property.com.auAustralia5.51371
 71Yourkeytospain.co.ukSpain5.02362
 72French-Property.comFrance6.43358
 73Buscainmobiliarias.comMexico6.84357
 74Yourestate.com.auAustralia6.69357
 75Indiaproperty.comIndia5.08347
 76Fish4homes.comUK4.57336
 77S-immobilien.deGermany4.7316
 78Look4aproperty.comUK & Overseas5.27315
 79WorldofProperty.co.ukOverseas4.03315
 80Homesworldwide.co.ukOverseas4.34308
 81Flatmates.com.auAustralia4.6301
 82Leapfrog-properties.comFrance4.27287
 83 Realestateview.com.auAustralia5.22286
 84 Globrix.comUK5.1282
 85 Prendicasa.itItaly5.29280
 86 Myhome.com.auAustralia5.62278
 87 FrenchPropertyLinks.comFrance6.42276
 88 Metroscubicos.com Mexico5.84274
 89 Mybulgaria.infoBulgaria5.1273
 90 Aussiehome.comAustralia (Perth and Western Australia)5.49267
 91 Propertyworld.comOverseas5.16266
 92 HomesOverseas.co.ukOverseas4.14264
 93Property-net-spain.comSpain5.37263
 94Propertymagnate.comOverseas5.27257
 95 Immobiliare.it Italy5.91256
 96 KeyItaly.com Italy4.9250
 97Eurekasa.it Italy5.92248
 98Thaiproperty.comThailand4.51229
 99Immobilier-canada.comCanada4.93224
 100HomesandProperty.co.ukUK & Overseas5.52

208

Seattle-based search marketing portal SEOMoz caused controversy in November last year with the launch of a LinkScape, a tool that crawls 34 billion URLs. Your own Web site is probably in its index and is currently being used to calculate the popularity of your own site and sites that you link to.

LinkScape attempts to replicate the most important elements of Google’s algorithm and then provides quantitative scores that allow you to benchmark your own site against those of your competitors. It’s an ambitious project and the results are not perfect, but it’s the best tool available on the Net, far better than using Yahoo Site Explorer, the next-best alternative.

Using LinkScape to rank the world’s property portals

Although Global Edge has good coverage of English-language overseas portals, we often get asked by agents for recommendations on which portals they should use to target non-English-speaking markets. It’s a question we’ve found difficult to answer, especially as we have never been able to find a definitive list of global property portals. This article is our attempt to build a list of the world’s "most important" portals. Hopefully you can use it as a starting point for researching marketing opportunities in a variety of overseas markets.

Methodology

Our first step was to ask our multilingual team to compile a long list of more than 200 property portals from across the globe. The list is inevitably biased towards the language skills of the team. We have native English, French, German, Spanish and Russian speakers. Our Chinese and Japanese left a lot to be desired, but we did try!

Secondly, we excluded large classified sites like Oodle and Yahoo to ensure we were comparing like with like. Finally, we ran each portal through the SEOmoz LinkScape Tool to see which portals were the best referenced on the Internet. To do this we looked at two metrics:

  • Number of unique inbound links at each portal. To use a public relations analogy, this is equivalent to measuring the number of newspapers the portal has ever been mentioned in.
  • MozRank domain score, which evaluates not only the number of links but the importance of those links. To continue the analogy, this is equivalent to weighting mentions in the New York Times higher than mentions in a small local newspaper.

Anomalies

The biggest problem with the methodology is that each link is counted equally. Companies with lots of low-quality links could theoretically appear much higher in the rankings and therefore appear stronger than they actually are on the search engines. This appears to be the case with immobilmente.com which is listed fourth in the table. Its MozRank score is much lower than the surrounding portals, suggesting it is not as powerful as the rankings suggest.

Copyright © 2009 Global Edge Marketing Ltd.