Consumers and REALTORS® Trust REALTOR.ca
REALTOR.ca, Canada’s No. 1 real estate website, is owned by REALTORS® and has one primary objective: to support your business. With more listings than any other real estate website in Canada, it’s the only site in the country combining feeds from every real estate board/association MLS® System.
92% A whopping 92% of Canadians are aware of REALTOR.ca, according to a Nanos research study conducted on Canadians who are in the market for a new home.
2.7+ million leads were sent to REALTORS® in 2018—available to you as a benefit of your CREA membership.
That’s an average of 26 leads
sent to REALTORS® every five minutes!
$162 billion Average total value of REALTOR.ca listings.
310,000 Average number of REALTOR.ca listings.
An average of 270,000 residential listings and 88,000 commercial listings
Leads and Marketing Connections
REALTOR.ca has generated a total of 2.7 million leads for REALTORS® this year through the Email REALTOR®, Email Office, and Phone a REALTOR® buttons (92% residential leads, 8% commercial leads).
The REALTOR.ca Data Distribution Facility (DDF®) drove nearly 250,000 additional email leads through real estate advertising websites.
Learn more about DDF®
1.5 million REALTOR® searches
4.9 million visits to REALTOR® websites
1.7 million email a REALTOR®
912,000 Phone REALTOR®
3.9 million Email a friend
288,000 Social sharing
56,000 Email office
Who are REALTOR.ca’s Visitors?
As a result of REALTOR.ca’s high level of brand recognition, the majority of REALTOR.ca visitors (42%) come directly to REALTOR.ca to begin their property search, rather than starting with a search engine like Google.
The proportion of those who have come directly to REALTOR.ca has increased by 4% since 2017.
49% Repeat Buyers
This demographic has more repeat visits to the site compared to first-time home buyers.
An average of 10 more visits to the site compared to first-time home buyers.
36% First-time home buyers
First-time home buyers are 20% more likely to reach out to a REALTOR®.
2% First Time Sellers
1% Repeat Sellers
More than 60% of home buyers and sellers (both first-time or repeat buyers) on REALTOR.ca indicated they were hoping to complete their transaction within the next year, with 22% indicating they were looking to complete a sale within the next three months. Home renters on the other hand have a more urgent need with 33% indicating they would like to complete their transaction in the next three months.
The primary motivation for first-time home buyers and sellers to complete a real estate transaction is because of a change in family status. Alternatively, repeat buyers and sellers have indicated they are more likely to purchase or sell real estate because of a lifestyle change.
How Are Visitors Searching?
Once visitors arrive on REALTOR.ca, the search function becomes a primary focus of their journey. As expected, the most commonly used search criteria by potential buyers is “price”. The most popular keywords, however, vary based on what city and region users are looking at.
Home Buying Stages:
Let’s take a closer look at how REALTOR.ca users behave throughout different home buying stages:
Visitors at the start of the buying process with no specific purchase timeline, often checking the value of their home or homes around them. They are least likely to reach out to a REALTOR®.
42% of all visitors are in the Just Browsing stage.
71% looking to complete their transaction in the next year or more.
23% currently working with a REALTOR®.
Those in the early stages of a property buying process that are looking to purchase in the next four months to two years.
21% of all visitors are in the Getting Started stage.
82% looking to complete their transaction in the next four months to two years.
32% currently working with a REALTOR®.
Visitors looking for property to purchase in the next six months.
32% of all visitors are in the Seriously Hunting stage.
77% looking to complete their transaction in the next six months.
56% currently working with a REALTOR®.
Visitors who identify as having just purchased a property.
4% of all visitors just purchased property.
Regardless of where a visitor is in the home buying process, most visitors tend to reach out to a REALTOR® when they are ready to view properties, as opposed to during property searches or other parts of the home buying journey.
Age distribution of REALTOR.ca visitors and consumer leads:
- REALTOR.ca Visitors
- Consumer Leads
6% REALTOR.ca Visitors
6% Consumer Leads
30% REALTOR.ca Visitors
27% Consumer Leads
26% REALTOR.ca Visitors
26% Consumer Leads
21% REALTOR.ca Visitors
21% Consumer Leads
13% REALTOR.ca Visitors
14% Consumer Leads
5% REALTOR.ca Visitors
7% Consumer Leads
Ages 18-34 continue to be the most likely to convert into an email lead.
Ages 25-44 are most likely to convert into a phone lead.
They also have the lowest avg. time spent on site compared to the other age groups.
Over 50% of leads are generated from visitors aged 25-44.
Working With a REALTOR®
Let’s dive into the details!
|Currently working with a REALTOR®||Plan to work with a REALTOR®|
|First time home buyer or seller||31%||68%|
|Repeat home buyer or seller||39%||66%|
|Investor (residential + commercial)||42%||56%|
Visitors who came as a result of a listing shared through “Email a Friend” have a higher conversion rate compared to visitors from other sources (three times as likely to convert into a lead compared to users who came as a result of listings shared publicly on a social platform).
When it comes to social sharing, Facebook is the platform that accounts for most listings shared (81% of total listings shared).
Female visitors are also 70% more likely to use social sharing on REALTOR.ca compared to male visitors.
There are more than one million REALTOR.ca accounts, and that number keeps growing with an average of 26,000 new accounts created each month. REALTOR.ca account holders are highly engaged visitors and have a significantly higher lead conversion rate than non-logged-in visitors.
Account holders are almost twice as likely to convert into leads when using REALTOR.ca.
Monday to Wednesday: noon to 2 p.m.
Highest traffic: Tuesday at noon
Monday to Wednesday: 8 p.m. to 10 p.m.
Highest traffic: Monday at 9 p.m.
Visitors are almost four times as likely to search for properties with open houses on the weekend.
Visitors are two times as likely to search for properties with upcoming open houses on mobile apps than the desktop website.
Average Visit Duration
9 minutes and 47 seconds
5 minutes and 49 seconds
In 2018, the average time spent by users on the mobile site increased by 13%.
REALTOR.ca Peak Traffic Breakdown
of visits came from desktop devices
-3% year over year
of visits came from mobile devices
+3% year over year
27% Mobile on
Mobile Visits by Province
This year saw an increase in mobile visits for users in every province:
Nova Scotia and Newfoundland and Labrador
All other provinces
Added Listing Information that Makes a Difference
Consumers are three times more likely to convert into a lead when they interact with neighbourhood data on REALTOR.ca.
School information is at least five times more popular than other neighbourhood information available on REALTOR.ca.
57% of users that discover REALTOR.ca through the blog are new users. Compared to an average user, users who had visited the blog pages on average spend almost twice as long on the site and are almost twice as likely to convert into a lead.
Visitors who have viewed videos and virtual tours on listing pages are 27% more likely to reach out to a REALTOR®.
78% of visitors who go to a property details page click on the photos.
21% of visitors indicated they would like to see more high-quality photos.
- Average Price ($)
- Sales Activity (Units)
- New Listings
- Months of Inventory
2017 2018 Change Average Price $509,812 $488,699 -4.14% Sales Activity (Units) 515,681 458,442 -11.10% New Listings 877,080 835,752 -4.71% Months of Inventory 4.72 5.36 13.56%
2017 2018 Change Average Price $709,601 $712,497 0.41% Sales Activity (Units) 103,758 78,347 -24.49% New Listings 149,757 147,678 -1.39% Months of Inventory 3.11 4.8 54.34%
2017 2018 Change Average Price $397,871 $387,460 -2.62% Sales Activity (Units) 57,325 53,190 -7.21 New Listings 115,911 118,271 +2.04% Months of Inventory 6.15 7.37 +19.84%
2017 2018 Change Average Price $293,999 $286,748 -2.47% Sales Activity (Units) 11,062 10,282 -7.05% New Listings 28,166 26,341 -6.48% Months of Inventory 9.37 10.24 +9.28%
2017 2018 Change Average Price $287,330 $291,333 +1.39% Sales Activity (Units) 14,428 13,556 -6.04% New Listings 24,351 24,940 2.42% Months of Inventory 3.64 4.24 +16.48%
2017 2018 Change Average Price $585,381 $569,336 -2.74% Sales Activity (Units) 221,114 190,830 -13.70% New Listings 364,093 330,417 -9.25% Months of Inventory 2.32 2.78 19.83%
2017 2018 Change Average Price $292,545 $304,700 +4.15% Sales Activity (Units) 82,541 86,557 +4.87% New Listings 146,018 141,065 -3.39% Months of Inventory 10.28 8.91 -13.33%
2017 2018 Change Average Price $167,290 $176,675 +5.61% Sales Activity (Units) 8,092 8,199 +1.32% New Listings 14,671 13,821 -5.79% Months of Inventory 8.87 8.04 -9.36%
2017 2018 Change Average Price $231,512 $237,951 +2.78% Sales Activity (Units) 10,607 11,095 +4.60% New Listings 19,370 18,113 -6.49% Months of Inventory 9.14 7.54 -17.51%
Prince Edward Island
2017 2018 Change Average Price $203,300 $211,598 +4.08% Sales Activity (Units) 2,148 2,050 -4.56% New Listings 3,080 2,948 -4.29% Months of Inventory 6.66 5.53 -16.97%
Newfoundland and Labrador
2017 2018 Change Average Price $252,401 $249,190 -1.27% Sales Activity (Units) 3,930 3,730 -5.09% New Listings 10,823 11,308 +4.48% Months of Inventory 14.22 16.24 +14.21%
2017 2018 Change Average Price $395,615 $424,488 +7.30% Sales Activity (Units) 280 236 -15.71% New Listings 358 362 +1.12% Months of Inventory 4.97 5.51 +10.87%
2017 2018 Change Average Price $351,057 $376,632 +7.29% Sales Activity (Units) 396 370 -6.57% New Listings 482 488 +1.24% Months of Inventory 3.69 3.96 +7.32%
More knowledge means more leads
8% of REALTOR.ca visitors are from outside of Canada
4% of REALTOR.ca leads were from international visitors
2.5% Hong Kong
1.7% South Korea
1.3% United Arab Emirates
2% Saudi Arabia
2% Hong Kong
2% United Arab Emirates
Residents of United States are looking in:
- North Vancouver
- North York
- Nova Scotia
- Richmond Hill
- North York
Listing views by commercial property type
18.7% Vacant Land
While there is a relatively even spread in the gender of residential visitors, there are more male visitors who are looking for commercial real estate.
Commercial visitors also have a relatively even spread in the ages between 25 and 54 compared to residential visitors who are more skewed towards ages between 25 and 44.
of REALTOR.ca visits are commercial
of REALTOR.ca leads are commercial