Leading Brands in US Real Estate: Q2 2024 Analysis

Introduction

In the competitive landscape of real estate, digital platforms are key to reaching a broad audience. In Q2 2024, Zillow, Realtor.com, and Redfin emerged as the leading brands in the US real estate category, boasting significant monthly deduplicated audiences across their websites and apps. This article delves into the performance and trends of these brands from Q1 to Q2 2024, highlighting key insights provided by Sensor Tower's comprehensive data offerings.

Zillow

Zillow's digital presence is robust, featuring its website, zillow.com, and the Zillow Real Estate & Rentals app.

• Audience Trends: From Q1 to Q2 2024, Zillow.com maintained a stable monthly deduplicated audience above 80M, with a noticeable rise in web-only visitors. The app also contributed significantly with over 25M app-only visitors monthly.

• App Engagement: The app saw a steady increase in monthly active users, surpassing 11M by June 2024, indicating strong mobile engagement.

• Ad Spend & Channels: Zillow's monthly advertising expenditure grew significantly, peaking at over $10M in June, with OTT, Facebook, and YouTube being major channels. Impressions also surged, exceeding 1B in the same month.

Realtor.com

Realtor.com's digital footprint includes its website, realtor.com, and the Realtor.com Real Estate & Rent app.

• Audience Trends: The website consistently attracted a monthly deduplicated audience of nearly 30M, with web-only visitors forming the bulk. The app-only audience also showed a steady increase, reaching over 6M by June.

• App Engagement: The app's monthly active users rose gradually, nearing 2.3M by the end of Q2, reflecting a stable mobile user base.

• Ad Spend & Channels: Realtor.com maintained a moderate monthly ad spend, with a peak of around $2.4M in April. Key channels included OTT and Facebook, generating substantial impressions.

Redfin

Redfin's online presence is marked by its websites, redfin.com and rent.com, alongside the Redfin: Buy, Sell & Rent Homes app.

• Audience Trends: Redfin.com attracted a stable monthly audience of over 20M, with rent.com contributing an additional 7M. The app-only audience remained robust, particularly for Redfin.com.

• App Engagement: The app's monthly active users hovered around 3.2M throughout Q2, indicating consistent mobile engagement.

• Ad Spend & Channels: Redfin's monthly ad spend was notably high in April, reaching $2.8M. YouTube and OTT were significant in delivering impressions.

Conclusion

In Q2 2024, Zillow, Realtor.com, and Redfin demonstrated substantial digital engagement across their platforms. Sensor Tower's unparalleled data offerings provide critical insights into these trends, emphasizing the importance of cross-platform user behavior analysis. With Web Insights, App Performance Insights, and Pathmatics, Sensor Tower equips brands with the tools needed to navigate the digital real estate landscape effectively. For decision-makers, these insights offer a strategic advantage in understanding market dynamics and optimizing digital strategies.