Real estate agencies dominated by portals: why and how?
The real estate sector has undergone a major digital revolution over the past two decades, redefining how buyers, sellers, and professionals interact. Real estate portals and specialized platforms have become central to the ecosystem, to the point of becoming indispensable for real estate agencies.
However, this growing dominance poses economic, strategic, and operational challenges to traditional agencies. Why do these portals wield such influence? And how can agencies regain control in this context? This article explores the roots of this dependence, its consequences, and the strategies available to professionals.
Real estate portals: an inevitable rise to power
1. A response to new consumer expectations
Real estate is a sector where consumer habits have profoundly changed. Before the digital age, buyers consulted local agencies or newspaper ads. Today, more than 90% of real estate searches begin online, and real estate portals dominate these searches thanks to their ease of use.
The portals allow:
- A quick and personalized search thanks to filters (budget, location, type of property).
- A centralization of offers, preventing buyers from having to consult multiple agencies.
- Immediate 24/7 accessibility, meeting the demand for convenience.
Consumers, whether buyers or sellers, prefer these platforms for their simplicity and efficiency.
2. The power of SEO and digital marketing
Real estate portals are investing heavily in digital marketing to capture the attention of internet users. With ubiquitous advertising campaigns (Google Ads, social media, banners), they occupy top positions in search engine results.
Furthermore, thanks to advanced technologies, these platforms optimize their search engine optimization (SEO) to attract massive amounts of traffic. Agencies, often limited in technical resources, struggle to compete in this area.
3. A subscription-based business model
The portal model relies on paid subscriptions purchased by real estate agencies to publish their listings. These subscriptions guarantee agencies immediate visibility to millions of monthly visitors.
However, this strategy creates an economic dependency: the more visible an agency wants to be, the more it must invest. Small agencies or those in rural areas can quickly see their margins reduced by these recurring costs.
How do real estate portals impact agencies?
1. A loss of control over prospects
When a potential client views an ad on a portal, the agency often loses some control over the customer experience. The portal acts as an intermediary, managing the prospect's data (email, phone number) and sometimes filtering interactions.
Some platforms even offer matchmaking services or "turnkey" solutions for buyers, further reducing the role of the agency.
2. Standardization of advertisements
On online portals, listings follow a standardized format, making it difficult for agencies to stand out. From the description and photos to the overall presentation, each listing looks identical. This limits agencies' ability to showcase their local expertise or creativity.
3. Increasing financial pressure
Portal subscription fees can represent a significant portion of an agency's budget, especially for those operating in competitive markets. This is compounded by the need to invest in paid options (ad placement, performance reports, etc.) to remain competitive.
The long-term consequences of this addiction
1. A weakening of local agencies
Small agencies, unable to compete with large structures or national networks, risk being marginalized. This weakening could lead to market concentration, with the gradual disappearance of local players in favor of large chains or purely digital companies.
2. A decrease in strategic autonomy
By relying heavily on portals, agencies lose some of their autonomy. For example, if a portal decides to increase its prices or change its algorithm, agencies must adapt, often to their disadvantage.
3. An ambiguous competitive relationship
Some portals are starting to offer their own real estate services, directly competing with agencies. This creates a situation where agencies indirectly fund platforms that could replace them.
How can the agencies regain control?
1. Develop their own online presence
To reduce their dependence, agencies must invest in their own website. This website must:
- Achieving good search engine ranking through an effective SEO strategy.
- Offer modern features (virtual tours, comparison tools, alerts).
- To offer a seamless and personalized user experience.
A well-designed website can become a credible alternative to portals, allowing agencies to capture leads directly without intermediaries.
2. Focus on differentiation
Agencies must differentiate themselves by highlighting their human expertise and local knowledge. Unlike portals, they can:
- Offering tailor-made services (personalized advice, comprehensive follow-up).
- Highlighting exclusive properties not available on portals.
- Create relevant content (buying guides, blogs about the local market) to attract customers.
3. Partner with specialized portals
Rather than relying solely on large, generalist players, agencies can collaborate with platforms specializing in a niche (luxury real estate, unique properties). These portals, often less saturated, allow agencies to reach a targeted audience at a lower cost.
4. Pool resources
Agencies within the same region or network can join forces to negotiate more favorable pricing terms with portals. This collaborative approach reduces individual costs while strengthening their position against major platforms.
The future: a balance to be found
The role of real estate portals in the ecosystem is undeniable. They meet real consumer needs and provide essential visibility for agencies. However, the current dependence is not sustainable in the long term.
To preserve their viability, agencies must adopt a proactive approach: strengthen their identity, diversify their lead generation channels, and make the most of the opportunities offered by digital technology.
In a constantly evolving market, those that manage to combine human expertise and technological innovation will be best positioned to thrive. The key lies in balance: using portals as leverage, but without losing sight of the goal of independence.
With a suitable strategy, agencies can transform this dependence into an opportunity, redefining their role in an increasingly digitalized real estate environment.
