Leading Real Estate Brands in the UK: Q4 2024 Analysis

Introduction

In the competitive landscape of the UK real estate market, several brands have distinguished themselves with remarkable digital presence and user engagement. This article delves into the performance of three leading brands in the Real Estate category during Q4 2024: Rightmove Group Limited, Zoopla Property Group Limited, and OnTheMarket (Agents' Mutual). Utilizing Sensor Tower's comprehensive datasets, we explore trends in audience engagement, app usage, and advertising strategies.

Rightmove Group Limited

Rightmove is a leading digital real estate platform known for its comprehensive property listings and user-friendly interface. Its digital presence is highlighted by its website, rightmove.co.uk, and the Rightmove property search app.

• Audience Trends: The website experienced a gradual decline in visits from over 224M in October to around 200M in December. Unique monthly visits remained stable above 8.5M. The monthly true audience slightly decreased, remaining above 10M throughout Q4.

• App Engagement: The app maintained a strong monthly active user base, with active users starting at approximately 3.7M in October and reducing to about 3.3M by December, indicating a preference for mobile property searches.

• Ad Spend & Channels: Rightmove's advertising efforts saw fluctuations, with a peak monthly spend of around $345K in October, primarily through OTT and social media channels, delivering significant impressions.

Zoopla Property Group Limited

Zoopla is renowned for its innovative approach to property search and market data. Its digital reach is extended through its websites, primelocation.com and zoopla.co.uk, alongside the Zoopla home property search UK app.

• Audience Trends: Zoopla.co.uk experienced a stable visit count, maintaining above 51M in December. The monthly true audience remained consistent, hovering around 4.3M.

• App Engagement: The Zoopla app showed a slight decline in monthly active users, starting at 1.1M in October and ending with just under 1M in December.

• Ad Spend & Channels: Zoopla's ad spend was notable in November, reaching approximately $154K monthly, with significant impressions through Facebook and Instagram.

OnTheMarket (Agents' Mutual)

OnTheMarket is known for its collaborative approach with estate agents and a focus on exclusive property listings. Its online presence is marked by its website, onthemarket.com, and the OnTheMarket Property Search app.

• Audience Trends: The website's visits showed a decline from over 32M in October to approximately 30M in December. The monthly true audience also decreased, remaining just above 3M.

• App Engagement: The app maintained a smaller monthly active user base, with active users peaking at around 176K in November before declining to 145K in December.

• Ad Spend & Channels: OnTheMarket increased its advertising efforts in November, with monthly spend reaching approximately $162K, primarily through Facebook and Instagram.

Conclusion

The analysis of Q4 2024 reveals distinct patterns in how leading real estate brands engage with their audiences across platforms. Rightmove and Zoopla demonstrate robust web traffic and app engagement, while OnTheMarket maintains a strong presence with strategic advertising investments. Sensor Tower's unparalleled cross-platform insights provide a comprehensive understanding of these trends, showcasing the dynamic nature of digital real estate marketing.

For deeper insights, Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offer an unmatched view into user behavior and advertising strategies.