Audience numbers for Domain and Allhomes climbed to 7.6 million Australians in September even as capital city house prices fell across the board, according to Ipsos iris data.
Domain’s exclusive audience grew 11.5% month-on-month to 1.5 million in September, reaching its highest NSW level this quarter despite a weak property market. The platform’s commercial arm CRE also lifted exclusive audience 19% – relevant if you’re tracking where buyers and agents are spending time online.
Domain and Allhomes reached a combined audience of 7.6 million Australians in September, according to the latest Ipsos iris Online Audience Measurement Service results.
The gains landed during a weak quarter for the property market. Combined capital city house prices fell 4.7% in the September quarter and declined in every capital city, according to Domain’s House Price Report.
Domain’s exclusive audience grew 11.5% month-on-month to 1.5 million in September and is up 24% since July.
The exclusive audience grew in every state except Tasmania between July and September, including a 51% increase in Queensland.
In NSW, Domain’s audience grew 7.6% month-on-month to 2.5 million – its highest level this quarter – while exclusive audience in the state grew 27%.
Domain’s commercial platform, CRE, also recorded a 19% month-on-month increase in exclusive audience, with average time spent per page view 2.9 times higher than the nearest competitor site.
Jason Pellegrino, Domain President, CoStar Group, said the growth was broad-based across markets.
“Our exclusive audience is higher than it was in July in almost every market, and in NSW our audience reached its highest level this quarter,” Jason said.
He added that Domain has held the top spot as Australia’s most-engaged property brand on Facebook and Instagram for the past three years, according to Hootsuite benchmarking data, which he attributed to sustained investment in giving people a better way to find and understand a home.
The results follow the launch of Domain’s Matterport campaign, “the open home that’s always open”, which shows buyers exploring a property without the timing constraints of a physical inspection.
As Exclusive Property Partner of The Block, Domain also introduced Matterport 3D room reveals in its app this season, letting viewers step inside each completed space as it was unveiled.
“When conditions are uncertain, buyers are more cautious and agents are working harder to connect with them. Matterport helps both sides: consumers can explore a home properly, in their own time, as frequently as they need, to help support their decisions. Agents have a stronger way to showcase their listings,” said Mr Pellegrino.
“That’s what the campaign and our work with The Block are about.”