View.com.au is the fastest growing residential property portal in Australia with a 102 per cent growth in unique audience since October according to data from IPSOS.
Comparing October 2023 to February 2024, the majority of portals have declined or have had very low growth*:
View: 102 per cent growth
realestate.com.au: 2.2 per cent growth
Domain 2.6 per cent decline
Allhomes: 9.0 per cent decline
Homely: 0.5 per cent decline
View.com.au’s chief marketing officer Paul Tyrrell said “it’s fantastic to see such strong audience growth on View as we continue to enhance the product and build our brand.”
“Our consumer proposition is unique and features over 136,000** properties for sale, however it offers a complete view of the market with access to nearly 11 million properties Australia wide, with buyers able to express interest in properties even if they’re not for sale. All delivered by best in class mapping from Nearmap,” he said.
“The marketing campaign is now in full swing and we’ve seen some massive spikes, particularly from our broadcast partnership with Channel 7’s AFL coverage. To be the fastest growing property portal in the country is a testament to the hard work of the team and a clear demonstration of the need for a competitive alternative in the property portal Space.”
“Our agent partners are enjoying the benefit of this audience growth with our Premium product delivering up to 10 times more enquiry than our free product. But we’re only just getting started, watch this space.”
Homely’s February total audience dropped to 600K^ with View’s February audience over 80 per cent higher at 1.1M^ according to IPSOS data, with users of View spending on average 2.8 times longer on site than they did on Homely.^
While internal Google Analytics data is showing nearly 1.7M Users for the month of February on View.***
The executive team behind View includes seven ex-Domain executives that successfully took Domain to a $2.2B listing on the ASX and the company is headed up by former Domain CEO Antony Catalano.
“We’re seeing the proposition we’ve built clearly resonating with consumers and we’ve got great momentum,” Mr Catalano said.
“Our Freemium model for agents presents a true alternative to the traditional listings model; it’s free to list on View and our low cost Premium product is performing incredibly well and delivering strong value for agents and vendors. We can make it free or keep prices low because VMG’s business model is not predicated on listings revenue, where the only option is annual price increases. We’re creating a true property ecosystem that caters to all steps along the property journey. View will soon bring finance propositions to market with our banking partner ANZ.
“While REA continues to cement its number 1 position, Domain’s audience has stagnated and we’re seeing some agents downgrading or dropping them from their advertising schedule due to high costs, underperformance and questionable return on investment. The industry is fed up with the status quo.
“And despite industry efforts, we are the first genuine challenger to Domain’s number 2 audience position, having been propelled into the number 3 position for residential property portals showcasing properties for sale in only 5 months and relegating Homely to the number 6 portal behind Allhomes. The only genuine alternative is View.com.au.”
View.com.au launched on September 30, 2023.
*Source: Ipsos iris Online Audience Measurement Service, October 2023 audience compared to February 2024, P14+, PC/laptop/smartphone/tablets, text only, Organisation, Homes and Property Category, view.com.au, Audience
(000s)
** Internal listing data as at March 26, 2024
*** Google Analytics, February 2024
^Source: Ipsos iris Online Audience Measurement Service, February 2024, P14+, PC/laptop/smartphone/tablets, text only, Organisation, Homes and Property Category, view.com.au, Audience (000s)
