Real estate online traffic – May 2009

The level of visitor traffic to real estate websites continues to hold up well even as the winter period creeps closer. In May over 3.8 million sessions were viewed on one of the key listings websites.

The graph below shows the tracking of these visitors on a weekly basis. It is very clear from the graph that the level of interest in property picked up again significantly after Easter and has maintained a strong level in excess of 1 million visitor sessions for the past 4 weeks. This scale of traffic is considerably above the same period in 2008 and 2007 and has yet to see any significant seasonal downturn. This trending of traffic for 2009 seems to be mirroring 2007.

The top 10 websites of real estate remain pretty much the same as in prior months with the overall level of reach in terms of unique visitors showing a 7% growth measuring May 2009 as against May 2008.

All of the main websites showed growth ahead of the market, particular strong growth was seen by Barfoot & Thompson (up 37%), realestate.co.nz (up 31%) and Bayleys (up 29%).

When measured as 3 month comparison the website of realestate.co.nz is up a staggering 38% in growth of visitor traffic when compared to the same period in 2008.

In terms of international visitors reviewing NZ listings the latest data for May reinforces the strength of realestate.co.nz in delivering the largest set of international property searchers. In the month just over 115,000 unique visitors from over 200 countries checked out the property listings on the site – more than 56% more traffic than trade me.

June 04 2009 | Nielsen Online stats | No Comments »

Top site for international buyers

The website is now firmly establish as the biggest and most popular website for international buyers eager to check out the attractive buying options of NZ real estate. Given the plummeting dollar we are far more likely to see an increase in overseas buyers made up of expat kiwis and international migrants and investors, which is great news for your business.

In January over 145,000 unique visitors from overseas checked out the listings on realestate.co.nz, this was 80% more traffic than the next most popular website

Not only did more people from overseas use the website they also searched very comprehensively An average kiwi spends around 10 minutes on the site during a visit, however international visitors spent on average 12 minutes per visit. As ever the leading countries of UK, Australia and USA dominate traffic, however over 145 other country’s prospective buyers visited the site in the month from the far reaches of the world.

February 04 2009 | Web facts | 2 Comments »

Allrealestate.co.nz website to close!

On Monday the 1st of December the online real estate market in NZ will change – no longer will the real estate industry have to choose between 3 property portal websites to promote their listings – one of them (www.allrealestate.co.nz) will cease operations and there will be just a choice between 2 major players. Not only is allrealestate.co.nz shutting up shop, but realestate.co.nz will directly benefit as all inbound traffic to allrealestate.co.nz will be directed to realestate.co.nz from visitors in NZ and overseas. This will significantly increase the visitors to realestate.co.nz from December.

This is the time and opportunity for this industry in a unified manner to support one website – a website owned by this industry, supporting this industry and offering this industry the most cost effective and consumer focused website for real estate.

This is also a time for celebration and recognition – to recognise the support this industry has shown in subscribing and promoting realestate.co.nz over the past 2 years since launch – that support, that subscription income has gone 100% towards making the site the best in the market – that success has lead to the exit of a competitor – what better demonstration can there be of success than to vanquish a competitor?!

One step closer to #1!

There has only ever been one objective for realestate.co.nz and that is to be the best, the most valued, and the most comprehensive real estate website in NZ – that goal is within our reach, to have strong competition makes us stronger and we are getting stronger and will in the coming months.
The growth in visitors to the realestate.co.nz website as compared to allrealestate.co.nz over the past 3 years shows exactly why it has been tough for the #3 player in the market. It became a clear case of “if you can’t take the heat – get out of the kitchen!”


The key to the success of any real estate website is comprehensive content and for allrealestate.co.nz this was the problem. This is shown clearly below in average quarterly listings of residential property on each of the 3 websites. Content is still very much king!

Decision by REA Group to close down allrealestate.co.nz

The REA Group is a global leader in the online property portals business operating 22 websites around the world including the clear #1 in Australia – www.realestate.com.au. This company which is 60% owned by News Corp attracts over 9 million unique browsers per month to its collection of websites. The press release sent out last Friday details the terms of the agreement that Realestate.co.nz has reached with REA Group as part of the closure of its website. This marketing alliance will provide REA Group with a reference site of the stature they need to provide access to their global community. For realestate.co.nz this provides enormous visibility for international visitors seeking out NZ property.

It is important to make note that this is a marketing alliance – there is no change in ownership or management of realestate.co.nz. The company remains 100% NZ real estate industry owned – supporting and protecting the NZ industry.

It is also timely to remind all real estate professionals that the realestate.co.nz website is and always will be available to any licensed real estate agent. We do not take any private listings – we are not nor will we be in the future in any way tied to membership of the Real Estate Institute (REINZ). The Institute does own 50% of the shares in the company, however for the website to continue to be the best requires no restrictions on subscription to any licensed agent in NZ.

What this will mean for realestate.co.nz and the industry

This removal of allrealestate.co.nz from the NZ market is fantastic news – it provides a better service to the consumer – people searching for property hate having to visit loads of websites to find the answer to the question” what is on the market”. At this time realestate.co.nz has over 90% of all listings – this will grow as the remaining few office subscribe to feature their listings – that will continue to make realestate.co.nz the best site for content – the one and only website the buyers need to find the full picture. For more details read this post from Unconditional.
For the industry this is fantastic – the industry can save money – no need to spread your marketing dollars across many sites – focus on where the buyers go – the buyers want comprehensive content. In addition with this strengthening of realestate.co.nz the options for competitors to charge more than the subscription of $200 per office per month charged by realestate.co.nz gets tougher – why show any office pay more than $200 per month?

Some key points regarding the battle for the real estate online dollar

  • Online is where 80%+ of all real estate searches start
  • Google is the leading search engine in NZ – realestate.co.nz has worked relentlessly to ensure that it offers searchers the best answer to these questions – try it yourself – “ask Google for property / homes for sale in you city, town or suburb” – you are far more likely to find a link to realestate.co.nz than any other website.
  • Realestate.co.nz delivers more international visitors than Trade me. This advantage will only grow further as the alliance with the 22 REA Group websites and those 9 million+ unique browsers commences
  • Realestate delivers value – one fee $200 per office per month, open, transparent and equitable – now and into the future. Compare us to Trade me property – over the past 2 years it has increased fees – single listings have risen from just $49 in 2006, to now $199! And with featured combo that rises to $268!! In the same time the fees for realestate.co.nz have not changed. Think about it Trade me property charges more for a single property listing than we charge for a whole month of all your listings!!

Realestate.co.nz is a NZ owned and operated website – it is constantly being enhanced to deliver results for you – we support you to enable you to close more deals. Just look at these advantages:

  1. We send emails to your inbox personally – not just a single email account for the office – this ensure you deal to emails immediately, that makes buyers happier
  2. We actively embrace new technology – we are currently the only property portal to feature videos on the website
  3. We ensure your listings look their best – customers want rich content – we have no restriction on the number of photos on your listings and with our partnership with Open2view your listings look the best
  4. We are the only property portal to offer all agents the tools to build your business – with the Voices blog platform any agent can build their referral business
  5. We provide education and support, we undertake regular presentations and onsite support – because we are a part of the industry not just an media machine
  6. We were the first property portal website to feature maps – with Google maps the consumer gets the benefit of aerial images and soon Google StreetView
  7. We don’t feature private listings – we support the industry rather than setting up home owners to compete with you and your business on the same website

We value the support of this industry – we want to help you in your business – please contact us if you have any questions or need our help. We are here for the long term and focused on the #1 position.

November 17 2008 | News | 3 Comments »

Online real estate – May 08

realestate.co.nz becomes in May 2008

the #1 international traffic real estate website in NZ

Presented here is the latest data from Nielsen Online to provide a picture of the state of real estate search on the web as well as the performance of key websites for the month of May 2008.

Starting at the aggregated level – the level of total visitor sessions of purely NZ’ers viewing real estate websites continues to track below the 2007 level with around 330,000 weekly sessions through May. (For clarification this aggregated data excludes the traffic of Trade Me property as it tends to skew the data as Trade Me represent over 60% of the total market session traffic, additionally visitor sessions for property very closely mirror those of the total Trade Me website).

As can be seen from the graph the period from April through to September is a fairly flat period of activity representative of the quieter market interest in property. It will be interesting to see the state of property searching as we approach spring.
In terms of the Top 10 website for the month of May – the traffic to all of the top sites fell slightly without major change to the rankings, although Trade Me flatmates site grew traffic to lift its position from #5 to #3.

The 3 main real estate portals remained in the same postions with Trade Me #1, realestate.co.nz #2 and allrealestate at #6.

It is interesting to note that the NZ Herald site now measures traffic to their property section of the NZ Herald website rather than the Search4homes website.

In regard to the performance of realestate.co.nz for the month of May – there was the significant and continuing growth in overseas traffic. Through targeted marketing the total traffic to the site from outside NZ grew to 90,607 unique browsers in the month, making realestate.co.nz the #1 real estate website for the month based on international visitors. As the graph shows the growth of traffic from overseas to realestate.co.nz represents a 22% growth over the past 6 months, compared to a 2% growth for Trade Me property, 1% growth for open2view and a 3% decline for allrealestate.

June 09 2008 | Nielsen Online stats | 1 Comment »

Unique new feature showing traffic to listings

There is no doubt that people these days are fascinated with statistics and as I have covered in other emails the web provides an unlimited amount of such information – how many people look at the website? – how many look at my listing? – where do people from overseas look for in property? – how long do they look at a listing? – the list is endless!

New reporting feature on web traffic to a listingWell now a lot of the answers to these questions will be available for all to see in a new and unique feature on all listings on the website.

From today click on the link on your listing which shows the number of viewings a property has received and a new world of information opens up before your eyes!

This new presentation shows the traffic to that individual listing seen over the past 30 days as a dynamic graph that is updated in real time. Additionally the second graph shows the countries that have viewed the listing. So you can now see how many Australians, Brits, Canadians, Japanese and South Africans were interested in your client’s property.

We have been piloting this new feature for a couple of weeks with a wide cross section of the industry so as to ensure we matched the needs of the consumer with the needs of the industry. The feedback included comments on how valuable agents though this would be, especially in today’s market to get vendors to appreciate the market interest and through that the demand for the property. Additionally the graph showcased the very real benefit of featured listing – as is the case for this example property shown here.

May 27 2008 | New feature | No Comments »