Published: 21st May 2009


Property Portals - Global Top 100

Property Portals - Global Top 100

Editors Note: If you disagree with our findings or you believe we have excluded a property portal you own or use, please make a comment at the bottom of the article.  Our aim is to make this list as definitive as possible and we appreciate your input. 

Article: 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 website 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 net, far better than using Yahoo site explorer, the next best alternative.

Using LinkScape to rank the world’s property portals

Although Globaledge have a 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 multi-lingual 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 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 each portal has. 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 – It’s a score that 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.

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.

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 up 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 4th in the table. It’s MozRank score is much lower than the surrounding portals, suggesting it is not as powerful as the rankings suggest.

Analysis – Scale & market dominance

All the 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 US.

Realtor.com (US), Soufun.com (China), Rightmove.co.uk (UK), Funda.nl (Netherlands), Immobilienscout24.de (Germany), Seloger.com (France), realestate.com.au (Australia) all dominate their respective markets. Arguably, Immobilmente.com is also the market leader in Italy in Russia (if exclude Rambler.ru, a large classified site like the old Yahoo, from the list like we did).

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 emails.

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.

Top 100 Overseas Property Portal Results Table


Position Portal name Covered Areas
Moz Rank
Unique domains

1 Realtor.com
US
6.82
18,197

2 Soufun.com          
China
6.16 15,514



         
Zillow.com US    6.3
11,780
  4
Homes.com US 6,5 9,854

5
Immobilmente.com
Italy      
5.7
7,962

6
Funda.nl      
Netherlands    6.38  5,284

7
Focus.cn       
China    6.34 5,025

8
Trulia.com          
US   5.84 4,793

9
Move.com          
US    6.42
3,457

10
Realestate.com.au       
Australia    6.61 3,351

11
Gdeetotdom.ru       
Russia    5.29 3,037

12
EscapeArtist.com       
International    5.79 3,014

13 Immobilienscout24.de         Germany   
7.29 2,535

14 Rightmove.co.uk           
UK & Overseas 5.76 2,534

15 Immowelt.de       
Germany 
6.39 2,394

16 Domain.com.au      
Australia   
6.59 2,280
  17 Anjuke.com        China      5.1 2,009
  18 Homegain.com   US 6.3       2,007

19 Immonet.de       
Germany    6.08 1,719

20
TheMoveChannel.com       
Overseas    5.98 1,718

21
Seloger.com       
France    6.08 1,413

22
HomesGoFast.com      
Overseas   
5.22 1,377

23 FindaProperty.com           
UK & Overseas 6.11 1,311

24 Primelocation.com           
UK & Overseas 6 1,150

25 Daft.ie           
Ireland & Overseas 5.33 1,121

26 Propertysold.ca       
Canada   6.24 990

27 Globespanproperty.com      
Overseas   
5.06 985
  28 Jaap.nl  Netherlands  5.24 965 

29 Propertynow.com.au      
Australia   
4.51 892

30
Facilisimo.com       
Spain   6.43 883

31
Kyero.com      
Spain   
5.56 833

32
Propertyfinder.com           
UK & Overseas 6.13 805

33
Property-Abroad.com      
Overseas   
5.88 796

34
Hemnet.se        
Sweden   4.46 781
  35  Immobel.com  US & Overseas
 4.55  776

36 Spanish-living.com          
Spain 4.62
768

37 Idealista.com           
Spain 5.29 766

38 Realtor.ca       
Canada   5.68 728

39 AMLAspain.com       
Spain   6.01 702

40 Viviun.com           
Overseas 6.01 683

41 PropertyShowrooms.com  
Overseas 4.78 673

42 Myimmoworld.de           
Germany 6.1 672

43 Propertysalespain.co.uk 
Spain 5.95 661

44 Thinkproperty.com    
UK + some other 5.1 654

45
Mondinion.com           
Overseas 5.24 647

46 Casa.it           
Italy 6.08 639

47 Estateagents123.com     
UK & Overseas 5.19 611

48 MyHome.ie           
Ireland & Overseas 5.15 589

49 Condo.com           
US 5.28 587

50 Green-Acres.com           
Overseas 5.52 581

51 Duproprio.com           
Canada 5.11 547

52 Countrylife.co.uk           
UK 4.68 523

53 Indiaproperties.com           
India 4.77 518
  54
SunshineEstates.net        
Overseas 4.29 512
  55 Bovision.se           
Sweden
4.22
492
  56 1-property.ru        
Russia   4.6
463
  57  Fotocasa.es        
Spain    
5.58
462
  58  FrenchEntree.com        
France    
5.22  447
  59  Idealspain.com       
Spain    
4.88
432
  60  Realestate.co.nz           
 
New Zealand and Pacific Islands
5.45
429
  61  HotProperty.co.uk           
UK & Overseas
5.42
427
  62  Immobilien.net            
Europe
5.4
424
  63 Thinkspain.com            
Spain
5.42
422
  64  EuropeanProperty.com         
Overseas    
5.42
419
  65 Immobilien.de        
Germany    
5.57
407
  66  PropertyIndex.com            
UK & Overseas
5.81
396
  67  Medhead.com       
Overseas    
4.12
389 
  68  Proprietesdefrance.com       
France    
5.22
384
  69 Holprop.com       
Overseas    
5.52
379 
  70  Property.com.au       
Australia    
5.51
371 
  71  Yourkeytospain.co.uk       
Spain    
5.02
362 
  72  French-Property.com           
France
6.43
358 
  73  Buscainmobiliarias.com   
Mexico        
6.84
357 
  74  Yourestate.com.au       
Australia    
6.69
357 
  75 Indiaproperty.com       
India    
5.08
347 
  76 Fish4homes.com  UK  4.57  336 
  77 S-immobilien.de   
Germany        
4.7
316 
  78  Look4aproperty.com           
UK & Overseas
5.27
315 
  79  WorldofProperty.co.uk       
Overseas    
4.03
315 
  80  Homesworldwide.co.uk      
Overseas    
4.34
308
  81  Flatmates.com.au       
Australia    
4.6
301 
  82  Leapfrog-properties.com      
France    
4.27
287
  83  Realestateview.com.au      
Australia    
5.22
286
  84  Globrix.com      
UK    
5.1
282
  85  Prendicasa.it      
Italy    
5.29
280
  86  Myhome.com.au       
Australia    
5.62
278 
  87  FrenchPropertyLinks.com       
France    
6.42
276 
  88  Metroscubicos.com       
Mexico    
5.84
274 
  89  Mybulgaria.info           
Bulgaria
5.1
273
  90  Aussiehome.com          
Australia (Perth and Western Australia)
5.49
267 
  91  Propertyworld.com       
Overseas    
5.16
266 
  92  HomesOverseas.co.uk       
Overseas    
4.14
264 
  93 Property-net-spain.com       
Spain    
5.37
263 
  94 Propertymagnate.com       
Overseas    
5.27
257 
  95  Immobiliare.it       
Italy    
5.91
256 
  96  KeyItaly.com       
Italy    
4.9
250 
  97  Eurekasa.it       
Italy    
5.92
248 
  98  Thaiproperty.com       
Thailand    
4.51
229 
  99  Immobilier-canada.com       
Canada    4.93
224 

100
HomesandProperty.co.uk           
UK & Overseas
5.52
208 

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User Comments

Visit - http://www.360realtors.in

Umesh Kumar, 360 Realtors LLP


Interesting list..
Thanks for sharing with us..

Minnesota Short Sale Help, http://www.minnesotashortsales.net/


Very much enjoying your site

anne nathan, liguria properties


Hi Ash, great research and article - i'm hoping in the next update you will include search.knightfrank.com, voted "the world's best real estate agency website" at the International Residential Property Awards 2009 held in association with CNBC.

Gareth McConnell, Knight Frank


Hey Ash, Great list!! watch out for us as we climb the ranks - We are Property-Advertising.com, SellOverseasProperty.com and RentOverseasProperty.com Hope to be on this list next year!!! Kind Regards, the team - Property-Advertising.com

Lorcan Ward, Property-Advertising.com


INteresting list

adam, urbansalesandlettings


Hey Ash, Finally getting round to using this. Any decent portals in Norway, Finland or Denmark you can recommend? Kind Regards Colin

Colin Murphy, Someplace Else Ireland Limited


Steve, We'll add FrancePropertyShop. Thanks Ashley

Ashley Rigg, Globaledge


Zarita RealEstateWiki is not a property portal so won't make the list. Great site though.

Ashley Rigg, Globaledge


I need meant HomeGain, I've changed it now, thanks Louis

Ashley Rigg, Globaledge


The website www.RealEstateWiki.com has a mozRank of 4.73 and 324 unique incomming domains that would have placed it #77 on your site. It is that right?

Zarirta Senekal, Real Estate Wiki


I think you meant HOMEGAIN, not HomeAGAIN @ number 18!!!

Louis Cammarosano, HomeGain


Good to see that you've been able to compile such a list which will obviously create some interest in the sector. As the search agency and creators of the FrancePropertyShop.com site, we have looked into the criteria that has been used and believe that the site should be in the rankings - to be exact at no.54, with 517 unique domains linking to it. We would be more than happy to supply the supporting data to this should you wish to look into it. Thanks, Steve Jaggard, Co-Founder, Further

Steve Jaggard, Further


For U.S. market residential real estate, you should definitely look at InvestorLoft.com. Powerful investor-centric search tools and the industry's first professional-friendly referral technology that prevents cross-marketing. Enjoy!

Erika Napoletano, InvestorLoft.com


Hi everyone, Thanks for your input. We've updated the list using your suggestions. Note for Paul. I agree that using inbound links alone is simplistic but if you look after the user and begin to dominate a niche as you seem to be doing then you'll earn links as part of the process. Links are the currency of the web and other than objective traffic data, (from ComScore or Hitwise which only cover a few countries) I believe the number of unique inbound links is the singlest biggest indicator of how much traction a website has. People have dismissed this article as too technical and about SEO but links are social in nature and your inbound link profile and brand position are the only things that competitors cannot copy.

Ashley Rigg, Globaledge


We were really disappointed that you did not include fish4homes in the UK. We have 630,000 monthly uniques and 328,000 properties on the site.

Lisa Walker, fish4homes


Hi Ashley, Thanks a lot for the great job & list. I'd like to bring to your attention a few more websites from China. China's online real estate market is growing extremely fast and I believe there are quite a few websites that were left-out. Our website www.Jipingmi.com is the leading real estate search engine in China (with over 5 million properties). Here are 2 other leading websites: house.sina.com.cn ; www.anjuke.com (like you said, China's internet penetration rate is still very small and great space for growth; even now I believe there are around 10 more websites from China that could have been included in the current list). Thanks again for the great job, Alex.

Alex Farfurnik, Jipingmi.com


A great idea to rank the top 100 property portals but the ranking criteria leaves a lot to be desired i'm afraid! Inbound links.... and thats it? What about giving credit to innovative sites? What about crediting easy-to-use sites? How about ranking on relevant results found? I visited a site in your top 10 and found 0 results. How about role playing and rating the results, i.e. imagine a Brit who wants to live in rural Italy but doesn't know the exact name of the area they have in mind, what type of property they want but have a fixed budget? homein.com is addressing property search in a totally new way, search by map and filter, SIMPLE and very effective. homein.com also is UNIQUE in offering real estate agents a Pay Per Click advertising platform so they can control their costs to the cent. Extremely important in the current climate but again your ranking didnt take that into account.

Paul Lupson, homein.com


Hi Global Edge, I'm confused by your rankings. Homes.com is ranked #8 in ComScore's Real Estate Audience and not listed here at all. Can you provide some insight here? Thanks!

Peyton, Homes.com


dear team, please feel free to look at. http://www.seomoz.org/linkscape/intel/basic/?uri=www.my-next-home.de what can we do, to be in your list? kind regards andreas orth+*

Andreas Orth, my-next-home.de


Dear Ashley, Thanks for the fast reply. Actually, your link was wrong. (err 404) I understand that you've used a tool for technician. We all know portals directed by people focused on SEO or link from others that still haven't performed one sale on their market. Real estate agents should run away from such portals that won't listen to their real aim of finding buyers. I personaly use google trends : simple and quite ok. Which other company than google knows how google algorythms rank portals? By the way, I could give you in case my personal ranking that I update weekly for my job. Anyway, thanks for launching the debate and sorry for challenging :)

vincent, www.beezbeez.com


Hi Janet, I took the US portal source list from the ComScore and Hitwise top 10 and top 20 lists. I missed out your site which I've now corrected. You came in at number 30.

Ashley Rigg, Globaledge


Hi Vicent, Thanks for your comment. I actually linked to the article you refer to on Property Portal Watch. As I said in the article ranking of Immobilement.it is an anomaly. The results are ordered by the number of unique links which of course can be reflected by things like link buying. However there is a direct correlation between being important and noteworthy in your respective market and being well linked to which is why I believe the results to be meaningful. Of course a list based on ComScore or Hitwise figures would be better but they do not cover all of these countries. No such list of property portals currently exists on the net. This was our attempt to make sense of it. I'd be interested to know which other readily available measure you would have used?

Ashley Rigg, Globaledge


Hello guys sorry but your ranking is really really non sense! http://www1.propertyportalwatch.com/index.php?s=immobilmente the immobiliare network and Casa.it are competing for the first rank in Italy. Immobilmente is a small new player that still can't charge some of Italian real estate agent. All the rest of your ranking is like that : idealista is the far market leader in Spain while Facilisimo is a generalist advertising portal. I think you've used a very "technical tool" to rank portals but this is not the true power of portals for marketing. cheers

vincent, www.beezbeez.com


I am surprised that you missed out listing Immobel.com Reading over your list selection criteria, it does not seem that you were looking for translated US data as a category, but that is a huge part of the interest online today. Realtors earned 2.6 billion dollars last year making sales to foreign buyers. Immobel is the #1 global marketing resource for Realtors who want to reach out to this rich and rewarding market segment. We are the #1 search return on international Google ( and other ) search engines when the request is for real estate in the united states, in a foreign language. For example Google.fr: Immobilier aux Etatas Unis, Immobel is #1 and so on around the globe. Immobel has the largest inventory of USA listings available in ANY foreign language. Today, Immobel carries the MLS data for 100 US Realtor associations, all of it translated into the viewers choice of 13 languages. Immobel supported languages are: Spanish, Portuguese, French, Italian, German, Korean, Vietnamese, Chinese Simplified, Chinese Traditional, and Japanese. Foreign listings, such as those of FNAIM in France, are translated into the above languages, plus English.

janet Choynowski, Immobel


Sorry, perhaps your ranking team respects next year the nr. 1 in south-west of germany? http://www.my-next-home.de/ das immobilienportal, "ihr nr. 1 für immobilien" andreas orth+* ceo my-next-home gmbh

Andreas Orth, my-next-home.de


Hi, I noticed you put a few good French property websites and was amazed to see that you listed Leapfrog Properties and forgot to list Sextant Properties. we currently have more than 7500 properties for sale in France. All the French estate agents can advertise their properties on our website, they just need to sign a partnership agreement I hope that Sextant will be listed next time Best regards,

Matthieu Cany, Sextant French Property