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REALTOR.ca Insights Report

Market trends, consumer statistics, and hands-on tips to help your business grow.

2018 Update

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's 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!

Various buildings with a location symbol above them

$162 billion Total value of REALTOR.ca
listings at any given time

310,000 listings on REALTOR.ca at any given time.


An average of 270,000 residential listings and 88,000 commercial listings

Consumer Highlights

REALTOR.ca visitors are the foundation of our business. Let’s take a deeper look at who they are and how they find your listings on REALTOR.ca so you can speak perfectly to their needs.

A user

42 million REALTOR.ca visitors

260 million REALTOR.ca visits

98% residential visits

2% commercial visits

Various devices showing graphs and charts

885 million property views

an average of 101,000
property views per hour!

An illustration of a website

6 million REALTOR® profile views


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.

Sparkles

Learn more about DDF®

Play button
Sparkles

REALTOR.ca generated 13.3 million connections to help grow your business.

A user and a magnifying glass

1.5 million REALTOR® searches

Residential:
1.4M

Commercial:
88K

An illustration of a website

4.9 million visits to REALTOR® websites

Residential:
4.8M

Commercial:
160K

An illustration of a person and an envelope in a cloud

1.7 million email a REALTOR®

Residential:
1.6M

Commercial:
170K

An illustration of a smartphone

912,000 Phone REALTOR®

Residential:
860K

Commercial:
52K

An illustration of a person with an envelope

3.9 million Email a friend

Residential:
3.8M

Commercial:
116K

An illustration of a thumbs up in a speech bubble

288,000 Social sharing

Residential:
282K

Commercial:
6K

An illustration of an office building and an envelope

56,000 Email office

Residential:
51K

Commercial:
5K

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.

Visitor Breakdown

A lineup of illustrated people

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®.

7% Renters

5% Investors

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.

From Visitor to Client

Knowing what stage a potential buyer is in—and who else might be part of the decision making—is key in positioning your listing properly in order to start a conversation at the right time.

Home Buying Stages:

Let’s take a closer look at how REALTOR.ca users behave throughout different home buying stages:

A lineup of people

Just Browsing

Visitors at the start of the buying process with no specific purchase timeline, often checking the value of their home or homes around them. 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®.

A coffee mug

Getting Started

Those in the early stages of a property buying process that are looking to purchase in the next 4 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®.

A magnifying glass

Serious Hunters

Visitors looking for property to purchase in the next 6 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®.

A pair of binoculars

Just Purchased

Visitors who identify as having just purchased a property.

4% of all visitors just purchased property.

A trophy
A lineup of illustrated people

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

Age 18-24

30% REALTOR.ca Visitors

27% Consumer Leads

Age 25-34

26% REALTOR.ca Visitors

26% Consumer Leads

Age 35-44

21% REALTOR.ca Visitors

21% Consumer Leads

Age 45-54

13% REALTOR.ca Visitors

14% Consumer Leads

Age 55-64

5% REALTOR.ca Visitors

7% Consumer Leads

Age 65+

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!

A lineup of illustrated people
Currently working with a REALTOR® Plan to work with a REALTOR®
All Visitors 37% 63%
First time home buyer or seller 31% 68%
Repeat home buyer or seller 39% 66%
Home Renter 20% 60%
Investor (residential + commercial) 42% 56%
  • A person in a suit

    MY REALTOR®

    51%

  • A person

    CO-BUYER / SELLER

    41%

  • A person

    FAMILY & FRIENDS(Influencers)

    37%

  • A person

    FAMILY & FRIENDS(Non-influencers)

    11%

  • A person

    FINANCIAL ADVISOR

    6%

  • A person

    OTHER

    6%

  • A person

    BUSINESS PARTNER

    4%

An illustration of a person with an envelope

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).

An illustration of a website
81%

When it comes to social sharing, Facebook is the platform that accounts for most listings shared (81% of total listings shared).

A person speaking
70%

Female visitors are also 70% more likely to use social sharing on REALTOR.ca compared to male visitors.

Behavioural Insights

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.

A person in a circle

Account holders are almost twice as likely to convert into leads when using REALTOR.ca.

A desktop computer
Desktop search
peak times

Monday to Wednesday: noon to 2 p.m.

Highest traffic: Tuesday at noon

A smartphone
Mobile search
peak times

Monday to Wednesday: 8 p.m. to 10 p.m.

Highest traffic: Monday at 9 p.m.

4×

Visitors are almost four times as likely to search for properties with open houses on the weekend.

2×

Visitors are two times as likely to search for properties with upcoming open houses on mobile apps than the desktop website.

Usage

Average Visit Duration
A desktop computer

Website

9 minutes and 47 seconds

A smartphone

Mobile Apps

5 minutes and 49 seconds

Various devices showing graphs and charts
+13%

In 2018, the average time spent by users on the mobile site increased by 13%.

REALTOR.ca Peak Traffic Breakdown

Desktop Traffic

Mon
Tue
Wed
Thu
Fri
Sat
Sun
11 PM
Noon
12 AM
50,000 sessions 1,000,000 sessions

Mobile Traffic

Mon
Tue
Wed
Thu
Fri
Sat
Sun
11 PM
Noon
12 AM
110,000 sessions 1,700,000 sessions

Device Breakdown

A desktop computer
34%

of visits came from desktop devices

-3% year over year

A smartphone
66%

of visits came from mobile devices

+3% year over year

27% Mobile on
REALTOR.ca Web

39% REALTOR.ca
Mobile Apps

Mobile Visits by Province

This year saw an increase in mobile visits for users in every province:

+5%

Northwest Territories

+3%

Nova Scotia and Newfoundland and Labrador

+1%

Yukon Territory

+4%

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.

A thumbnail with a play button

Visitors who have viewed videos and virtual tours on listing pages are 27% more likely to reach out to a REALTOR®.

A camera

78% of visitors who go to a property details page click on the photos.

A stack of photos

21% of visitors indicated they would like to see more high-quality photos.

International Real Estate Trends

There continues to be a demand for Canadian real estate from international buyers, so now is the perfect time to understand how to target that market. More knowledge means more leads.

More knowledge means more leads

8% of REALTOR.ca visitors are from outside of Canada

4% of REALTOR.ca leads were from international visitors

53.5% USA

4.4% UK

4.1% China

2.5% Hong Kong

1.9% India

1.9% Mexico

1.7% South Korea

1.7% Australia

1.3% Germany

1.3% United Arab Emirates

International Leads

52% USA

4% UK

3% Phillipines

3% India

2% Saudi Arabia

2% Mexico

2% Hong Kong

2% United Arab Emirates

1% Brazil

1% Germany

Residents of United States are looking in:

  1. Toronto
  2. Calgary
  3. Vancouver
  4. Montreal
  5. Ottawa
  6. Mississauga
  7. Oakville
  8. Edmonton
  9. Winnipeg
  10. Windsor
  1. Toronto
  2. Vancouver
  3. Calgary
  4. Ottawa
  5. Oakville
  6. Montreal
  7. Ontario
  8. Victoria
  9. Mississauga
  10. Burlington
  1. Toronto
  2. Vancouver
  3. Calgary
  4. Kelowna
  5. Ottawa
  6. Ontario
  7. Montreal
  8. Whistler
  9. Edmonton
  10. North Vancouver
  1. Toronto
  2. Calgary
  3. Vancouver
  4. Kelowna
  5. Montreal
  6. Winnipeg
  7. Edmonton
  8. Ottawa
  9. Victoria
  10. Regina
  1. Toronto
  2. Vancouver
  3. Montreal
  4. Calgary
  5. Ottawa
  6. Markham
  7. Oakville
  8. Winnipeg
  9. Saskatoon
  10. Mississauga
  1. Toronto
  2. Vancouver
  3. London
  4. Calgary
  5. Montreal
  6. Kingston
  7. North York
  8. Winnipeg
  9. Oakville
  10. Ottawa
  1. Toronto
  2. Vancouver
  3. Montreal
  4. Ottawa
  5. Calgary
  6. Glebe
  7. Nova Scotia
  8. Peterborough
  9. Halifax
  10. Fredericton
  1. Toronto
  2. Vancouver
  3. Markham
  4. Calgary
  5. Richmond Hill
  6. Richmond
  7. Mississauga
  8. Ottawa
  9. Burnaby
  10. North York
  1. Toronto
  2. Brampton
  3. Mississauga
  4. Vancouver
  5. Calgary
  6. Ontario
  7. Winnipeg
  8. Ottawa
  9. Montreal
  10. Scarborough
  1. Toronto
  2. Mississauga
  3. Montreal
  4. Ottawa
  5. Oakville
  6. Vancouver
  7. Burlington
  8. Milton
  9. Hamilton
  10. Calgary

Commercial Visitors

Commercial visitors to REALTOR.ca mean business—literally. This year's insights give us a glimpse of who they are, what motivates their purchases, and what keywords are leading their searches.

Listing views by commercial property type

23.3% Business

18.8% Retail

18.7% Vacant Land

12.7% Multi-family

11.3% Industrial

8.2% Office

3.6% Agriculture

1.7% Other

1.0% Hospitality

0.6% Institutional

A person in a circle

While there is a relatively even spread in the gender of residential visitors, there are more male users 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.

2%

of REALTOR.ca visits are commercial

8%

of REALTOR.ca leads are commercial

  1. Restaurant
  2. Waterfront
  3. Gas station
  4. Church
  5. Motel
  1. Warehouse
  2. Automotive
  3. Auto
  4. Campground
  5. Pizza
  1. Commercial
  2. Resort
  3. Garage
  4. Mobile home park
  5. Laundromat
  1. Hotel
  2. Revenue
  3. Convenience store
  4. Bakery
  5. Daycare

2019: Let's Keep Raising the Bar!

Knowing how visitors use REALTOR.ca gives REALTORS® the tools to optimize listings, increase reach, and maximize the number of quality leads received.

If you have any questions or would like to request more detailed statistics for your region, get in touch with us at support@crea.ca.