Leading Brands in US Real Estate: Q4 2024 Performance Overview

Introduction

As we close out 2024, the real estate market in the US continues to demonstrate dynamic digital engagement. Key players like Zillow, Realtor.com, and Redfin have shown significant activity across their websites and apps. Utilizing Sensor Tower's comprehensive data offerings, we can explore the trends and insights that define this quarter's landscape.

Zillow

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

• Audience Trends: From Q3 to Q4 2024, zillow.com experienced a gradual decline in unique visits, dropping from over 61M in September to around 55M by December. Despite this, visits per unique visitor remained stable at 15-16.

• App Engagement: The app maintained a robust monthly active user base with active users just above 10M throughout the quarter, indicating steady mobile engagement.

• Ad Spend & Channels: Zillow's monthly advertising spend saw a decrease, with notable activity on Facebook and OTT platforms. Spend peaked in December with over $9M, delivering significant impressions, especially through Facebook where impressions exceeded 450M.

Realtor.com

Realtor.com is another major player, providing access through realtor.com and the Realtor.com Real Estate & Rent app.

• Audience Trends: The website saw a steady flow of unique visits, maintaining around 20M monthly. The true audience slightly increased in December to over 25M.

• App Engagement: The app's monthly active users remained stable, hovering around 1.9M by the end of Q4, reflecting consistent user interest.

• Ad Spend & Channels: Realtor.com reduced its monthly ad spend in December to under $750K, focusing on platforms like Facebook and OTT, which contributed to over 65M impressions.

Redfin

Redfin’s digital strategy includes redfin.com, rent.com, and the Redfin: Buy, Sell & Rent Homes app.

• Audience Trends: Redfin.com maintained a strong presence with unique visits stabilizing at around 13M in December. Rent.com showed a slight decrease in unique visits, ending the year at about 1.4M.

• App Engagement: The Redfin app saw a gradual decline in monthly active users, finishing the quarter with approximately 2.7M.

• Ad Spend & Channels: Redfin increased its monthly ad spend significantly in December to over $330K, leveraging YouTube and Facebook for broader reach with over 17M impressions on YouTube alone.

Conclusion

The Q4 2024 data reveals that Zillow, Realtor.com, and Redfin continue to lead the US real estate digital landscape. Sensor Tower's unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide a unique lens into cross-platform user behavior, crucial for understanding the evolving market trends. As these brands navigate the digital realm, their strategies and performance offer valuable insights for stakeholders across the industry. Sensor Tower's data-driven insights empower decision-makers to adapt and thrive in this competitive environment.

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