Traffic to UK Property Portal Sites (Sep 2008)
November 5, 2008 by Simon Baker
The ComScore numbers are out for September 2008. propertyfinder.com and zoopla.co.uk were the big winners with propertyfinder.com moving back into second place with findaproperty.com slipping to third place and zoopla.co.uk increasing traffic by 32% month on month.
The big losers were primelocation.com that slipped futher behind big broter findaproperty.com and propertyfinder.com, thinkproperty.com that slipped 20% and the much hyped globrix.com that also slipped 21% and is now the 17th most visited property portal site in the UK.
| Sep-08 | Aug-08 | Change | |
| Real Estate | 7,719 | 7,572 | 1.9% |
| RIGHTMOVE.CO.UK | 2,431 | 2,400 | 1.3% |
| PROPERTYFINDER.COM | 1,308 | 1,123 | 16.5% |
| FINDAPROPERTY.COM | 1,201 | 1,304 | -7.9% |
| PRIMELOCATION.COM | 824 | 929 | -11.3% |
| NESTORIA.CO.UK | 473 | 508 | -6.9% |
| UKPROPERTYSHOP.CO.UK | 371 | 377 | -1.6% |
| HOMESANDPROPERTY.CO.UK | 348 | 321 | 8.5% |
| ZOOPLA.CO.UK | 345 | 261 | 32.2% |
| HOMESONVIEW.CO.UK | 337 | 300 | 12.2% |
| THINKPROPERTY.COM | 330 | 414 | -20.2% |
| HOTPROPERTY.CO.UK | 279 | 296 | -5.7% |
| OURPROPERTY.CO.UK | 261 | 232 | 12.7% |
| FISH4HOMES.CO.UK | 210 | 214 | -1.9% |
| GLOBRIX.COM | 200 | 253 | -21.0% |
Source: ComScore MediaMetrix September 2008
Some people look at the month to month variations and draw conclusions however this can be affected by seasonality, the amount of PPC spend and even short term marketing campaigns. Therefore it makes more sense to do some deeper analysis by looking at the year on year growth of the sites. As you can see, all of the top 4 major sites are down year on year with propertyfinder.com and findaproperty.com dropping less than the rest.
What is interesting is that below the big 4 there are two groups emerging - the second tier old school sites and the young turks. The second tier old school sites all dropped dramatically year on year - e.g. thinkproperty.com decreased 54%, homesonview.co.uk decreased 33% and so on while the young turks (nestoria.co.uk, globrix.com and zoopla.co.uk) all emerged from obscurity to be taking the place of the second tier old school sites. However there is still a long way to go for them to really take on the big 4.
| Sep-08 | Sep-07 | % Change | |
| Real Estate | 7,719 | 8,923 | -13% |
| RIGHTMOVE.CO.UK | 2,431 | 3,231 | -25% |
| PROPERTYFINDER.COM | 1,308 | 1,505 | -13% |
| FINDAPROPERTY.COM | 1,201 | 1,414 | -15% |
| PRIMELOCATION.COM | 824 | 1,199 | -31% |
| NESTORIA.CO.UK | 473 | 265 | 78% |
| UKPROPERTYSHOP.CO.UK | 371 | 564 | -34% |
| HOMESANDPROPERTY.CO.UK | 348 | 339 | 3% |
| ZOOPLA.CO.UK | 345 | 0 | New |
| HOMESONVIEW.CO.UK | 337 | 505 | -33% |
| THINKPROPERTY.COM | 330 | 710 | -54% |
| HOTPROPERTY.CO.UK | 279 | 451 | -38% |
| OURPROPERTY.CO.UK | 261 | 423 | -38% |
| FISH4HOMES.CO.UK | 210 | 523 | -60% |
| GLOBRIX.COM | 200 | 0 | New |
Source: ComScore MediaMetrix September 2008
Over the last year, the overall UV’s to online real estate sites has decreased 13%, even through the complete internet market UV’s are up 12%. Therefore if we take the % change in real estate UV’s into account and look at what percentage of the total real estate UV’s are attracted to each site, what we see is that rightmove.co.uk has lost around 5%, findaproperty.com and propertyfinder.com stayed steady, while primelocation.com lost 2%. The big winner was zoopla.co.uk which gained 4% of the UV market followed closely by nestoria.co.uk and globrix.com.
| Site UV’s % of Total RE UV’s | Sep-08 | Sep-07 |
| RIGHTMOVE.CO.UK | 31% | 36% |
| PROPERTYFINDER.COM | 17% | 17% |
| FINDAPROPERTY.COM | 16% | 16% |
| PRIMELOCATION.COM | 11% | 13% |
| NESTORIA.CO.UK | 6% | 3% |
| UKPROPERTYSHOP.CO.UK | 5% | 6% |
| HOMESANDPROPERTY.CO.UK | 5% | 4% |
| ZOOPLA.CO.UK | 4% | 0% |
| HOMESONVIEW.CO.UK | 4% | 6% |
| THINKPROPERTY.COM | 4% | 8% |
| HOTPROPERTY.CO.UK | 4% | 5% |
| OURPROPERTY.CO.UK | 3% | 5% |
| FISH4HOMES.CO.UK | 3% | 6% |
| GLOBRIX.COM | 3% | 0% |
Source: ComScore MediaMetrix August 2008
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Interesting results, thanks for putting those together again.
One comment though, does Zoopla really count as a ‘property portal’? Isn’t it a pricing site, like MousePrice?
Yeah - Zoopla are a pricing site like Mouseprice (but not as accurate IMO!).
I would really like to see how much traffic for these sites is driven by PPC and other advertising spend. From what I’ve seen Zoopla must be spending a fortune on PPC and Globrix a lot via New Int. There will come a time when they realise this is money down the toilet. Look at Thinkproperty - they seem to have cut down on PPC and their traffic has nose-dived. No wonder Google is itself 60% of all online advertising spend.