Leading Real Estate Brands in the UK: Q4 2023 Analysis

Introduction

In the competitive landscape of the UK real estate market, several brands have distinguished themselves with significant digital presence and user engagement. This article delves into the performance and trends of three leading brands: Rightmove Group Limited, Zoopla Property Group Limited, and Flatshare Ltd. We analyze data from Q3 to Q4 2023, highlighting key insights from Sensor Tower's comprehensive datasets.

Rightmove Group Limited

Rightmove Group Limited is a dominant force in the UK real estate sector, renowned for its expansive digital footprint through its website, rightmove.co.uk, and the Rightmove property search app.

• Audience Trends:

  • The website experienced a steady decline in visits from 190M in October to 149M in December.

  • Monthly true audience figures decreased from over 10M to about 9.6M in the same period.

• App Engagement:

  • The app's monthly active users slightly dipped, maintaining around 3M throughout Q4.

• Ad Spend & Channels:

  • Monthly ad spend peaked at over $300K in October, with significant impressions through Instagram.

  • Facebook and Instagram were key channels, with Instagram dominating the ad impressions.

Zoopla Property Group Limited

Zoopla Property Group Limited operates primelocation.com and zoopla.co.uk, alongside the Zoopla home property search UK app.

• Audience Trends:

  • Primelocation.com visits decreased from 2.1M in October to 1.3M in December.

  • Zoopla.co.uk maintained a stable visitor rate, hovering around 40M monthly visits.

• App Engagement:

  • The app's monthly active users remained stable, averaging 1.1M throughout Q4.

• Ad Spend & Channels:

  • Total monthly ad spend peaked at approximately $365K in October, with a strong presence on Facebook and Instagram.

Flatshare Ltd

Flatshare Ltd, known for its platform spareroom.co.uk and the SpareRoom app, has carved a niche in the real estate market.

• Audience Trends:

  • Visits to spareroom.co.uk dropped from 24M in October to 17M in December.

  • Monthly true audience figures declined from 1.5M to 1.2M during the same timeframe.

• App Engagement:

  • The app maintained a moderate monthly active user base, with active users around 300K in Q4.

• Ad Spend & Channels:

  • Ad spending was minimal in Q4, with a focus on Facebook and Instagram in earlier months.

Conclusion

The data from Q3 to Q4 2023 reveals nuanced trends across the digital platforms of these leading UK real estate brands. Rightmove, Zoopla, and Flatshare each exhibit unique strengths in web traffic, app engagement, and advertising strategies. Sensor Tower's unparalleled datasets provide critical insights into these cross-platform behaviors, enabling brands to refine their digital strategies effectively.

For more detailed insights, explore Sensor Tower's offerings: Web Insights, App Performance Insights, and Pathmatics.