MarketingMLS & Associations

Top five websites capturing larger share of real estate traffic

Experian: Data shows consolidation in listings space

The top real estate websites continue to boost their share of visits in the category, according to the latest data from Web metrics firm Experian Marketing Services.

The five most popular real estate sites in March — Zillow (11.39 percent of total traffic to real estate sites), Trulia (7.72 percent), realtor.com (6.56 percent), Yahoo Homes (4.34 percent) and Homes.com (3.92 percent) — captured more than a third of the aggregate 438 million visits from nonmobile sources like desktop computers.

March 2013 traffic to real estate sites from desktop computers

Rank Website Market share Total visits
1 Zillow 11.39% 49.9 million
2 Trulia 7.72% 33.9 million
3 realtor.com 6.56% 28.8 million
4 Yahoo Homes 4.34% 19.0 million
5 Homes.com 3.92% 17.2 million

Source: Experian Marketing Services

A year ago, Experian data showed the same top five sites capturing about 30 percent of all Web traffic.

Experian tracks aggregate visits to a site, not unique visitors. March was the first time Experian data showed Zillow’s market share of total visits exceeding 10 percent. When Zillow bumped Yahoo Homes from the top spot in the Experian rankings in March, 2012, it was attracting 7.79 percent of all real estate traffic.

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Rounding out the top 10 real estate sites for nonmobile traffic in March were MSN Real Estate (1.93 percent), Apartment Guide (1.37 percent), Rent.com (1.36 percent), MSN House & Home (aka “MSN Living,” 1.32 percent) and HomeAway (1.14 percent).

Sites 10 through 20 in March were: LoopNet (1.12 percent), Apartments.com (1.10 percent), ZipRealty (1.08 percent), MyNewPlace (1.07 percent), AOL Real Estate (0.99 percent), Redfin (0.98 percent), Century 21 Real Estate (0.96 percent), ForRent.com (0.92 percent), HAR.com (0.87 percent) and Re/Max Real Estate (0.79 percent).

When looking at traffic from mobile devices, a metric Experian first made available in February, the differences between the leaders and the rest of the field are even more stark, with the top five sites capturing nearly 45 percent of all real estate-related web traffic in March.

(Experian’s mobile data doesn’t currently include mobile app usage, but tracks website visits by mobile users who are surfing the Internet using a browser or Web app.)

March 2013 traffic to real estate sites from mobile devices

Rank Website Market share
1 Zillow 21.51%
2 Trulia 9.37%
3 realtor.com 5.34%
4 Redfin 4.17%
5 Homes.com 4.01%

Source: Experian Marketing Services

The mobile top five looks similar to the desktop list, with the exception that Yahoo Homes traffic dropped out of the top 10 and tech-focused brokerages Redfin and ZipRealty leapfrogged in at No. 4 and No. 6, respectively to the most visited sites from mobile devices in March.

Rounding out the top 10 most popular real estate sites on mobile devices in March were ZipRealty (2.44 percent), Apartments.com (1.84 percent), For Rent (forrent.com, 1.61 percent), The MLS (themls.com, 1.60 percent) and Apartment Guide (1.58 percent).