Friday 12 Jun 2015
The gap between the industry’s two portal giants is shrinking, new audience statistics have revealed.
Nielsen reported that Domain increased its unique audience by 51 per cent during the 12 months to May, while arch rival realestate.com.au grew 11 per cent.
Onthehouse grew its audience by 29 per cent, while Allhomes declined by 18 per cent.
The year-to-date figures tell a similar story, with Domain’s unique audience up 38 per cent compared to the first five months of 2014.
During the same period, realestate.com.au climbed 13 per cent and Onthehouse jumped 27 per cent, while Allhomes fell 7 per cent.
Domain chief executive Antony Catalano said agents benefit from increased competition between the industry’s two main portals.
“Agents, vendors and consumers are realising major benefits in price, product, innovation and service as a result of having a very strong competitor in Domain,” he said.
“And we have a pipeline of new initiatives in the second half of 2015 that will continue to drive audiences, traffic and agent leads.”
Mr Catalano revealed that Domain has now recruited 2,500 people to its agent equity model, which he said has made the market more competitive.