Leading Real Estate Brands in the UK: Q3 2024 Analysis

Introduction

In the dynamic realm of the UK’s real estate market, digital presence and engagement have become pivotal. This article delves into the performance and trends of key players in the sector: Rightmove Group Limited, Zoopla Property Group Limited, and OnTheMarket (Agents’ Mutual). Leveraging Sensor Tower’s comprehensive data sets, we provide insights into these brands’ online and app-based activities from Q2 to Q3 2024.

Rightmove Group Limited

Rightmove stands out with a robust digital presence, anchored by its website, rightmove.co.uk, and the Rightmove property search app.

• Audience Trends: The website maintained a stable monthly true audience consistently above 11M throughout Q3 2024. Web visitors generally dominated, with a slight increase in app users towards the end of the quarter.

• App Engagement: The app saw monthly active users hover around 3.5M, peaking in August. This indicates a steady interest in mobile engagement.

• Ad Spend & Channels: Monthly ad spending peaked in July at over $245K, with significant impressions via TikTok and desktop display channels, showing a strategic focus on OTT services.

Zoopla Property Group Limited

Zoopla's digital offerings include primelocation.com and zoopla.co.uk, alongside the Zoopla home property search UK app.

• Audience Trends: Zoopla.co.uk saw monthly visits rise back to 59M in September, recovering from a mid-quarter dip. The monthly true audience remained around 4.5M, with a balanced split between app and web users.

• App Engagement: The app’s monthly active users were steady, averaging around 1.2M, indicating a consistent mobile user base.

• Ad Spend & Channels: Monthly ad spend was highest in May at over $430K, with Facebook and Instagram being key channels, delivering substantial impressions.

OnTheMarket (Agents’ Mutual)

OnTheMarket’s digital footprint includes onthemarket.com and the OnTheMarket Property Search app.

• Audience Trends: The website’s visits increased to over 45M in August, with a monthly true audience stabilizing around 3.5M. Web users predominated, with app-only visitors forming a smaller segment.

• App Engagement: The app maintained around 150K monthly active users, showing a niche but stable mobile presence.

• Ad Spend & Channels: Monthly ad expenditure was modest, peaking at $67K in April. YouTube was a significant channel, indicating a focus on video content.

Conclusion

The UK’s leading real estate brands demonstrate varied strategies in engaging their audiences across web and mobile platforms. Rightmove, Zoopla, and OnTheMarket each leverage unique advertising channels and user engagement tactics, underscoring the importance of a diverse digital strategy. Sensor Tower’s unparalleled data capabilities offer invaluable insights into these cross-platform behaviors, essential for navigating today’s competitive landscape.

For decision-makers, understanding these metrics is crucial. Sensor Tower provides the analytical edge needed to make informed strategic decisions, ensuring sustained growth and competitive advantage.