Leading Brands in US Real Estate: Q3 2024 Analysis

Introduction

In Q3 2024, the US real estate market experienced remarkable digital engagement across major platforms. Leading brands such as Zillow, Redfin, and Realtor.com demonstrated robust performance, leveraging both web and app presence. Sensor Tower provides an unparalleled view of these trends through its comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics.

Zillow

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

• Audience Trends: From Q2 to Q3 2024, zillow.com experienced a slight decrease in unique visits, dropping from 66M to just over 61M. The monthly deduplicated audience remained stable above 82M throughout the quarter.

• App Engagement: The app maintained over 10M monthly active users, with a slight decrease observed in September.

• Ad Spend & Channels: Zillow's monthly ad spend peaked in July at over $11M, with significant impressions across Facebook and YouTube. OTT campaigns also played a crucial role, contributing to a broad reach.

Redfin

Redfin, including redfin.com and rent.com, along with the Redfin: Buy, Sell & Rent Homes app, showed dynamic trends.

• Audience Trends: Redfin.com saw stable unique visits, hovering around 17M. Rent.com experienced fluctuations, peaking in July with 2.4M unique visits.

• App Engagement: The app's monthly active users remained consistent, slightly above 3M.

• Ad Spend & Channels: Redfin's monthly ad spend was concentrated in April, exceeding $2.8M, primarily through OTT and YouTube channels.

Realtor.com

Realtor.com's digital landscape includes realtor.com and the Realtor.com Real Estate & Rent app.

• Audience Trends: The website maintained a stable unique visitor count, consistently around 24M. The monthly deduplicated audience was over 27M throughout Q3.

• App Engagement: The app's monthly active users were slightly declining, ending the quarter with just under 2M.

• Ad Spend & Channels: Realtor.com saw varied monthly ad spend, with a peak in April at over $2.3M, focusing on OTT and Facebook for maximum impressions.

Conclusion

The Q3 2024 analysis underscores the competitive digital strategies employed by leading real estate brands in the US. Zillow, Redfin, and Realtor.com continue to attract significant audiences through a combination of web and app platforms. Sensor Tower's unique ability to cross-reference web, app, and advertising data provides critical insights into market trends and user engagement, offering significant advantages for decision-makers.