Real estate agencies dominated by portals: why and how?
The real estate world has undergone a major digital revolution over the past two decades, redefining the way buyers, sellers and professionals interact. Real estate portals or specialized platforms have taken a central place in the ecosystem, to the point of becoming essential for real estate agencies.
However, this growing dominance poses economic, strategic and operational challenges for traditional agencies. Why do these portals exert such influence? And how can agencies regain control in this context? This article explores the roots of this addiction, its consequences, and possible strategies for professionals.
Real estate portals: an inevitable rise in power
1. A response to new consumer expectations
Real estate is a sector where consumer habits have changed profoundly. Before the digital age, buyers looked at 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.
Portals allow:
- A quick and personalized search using filters (budget, location, type of property).
- Centralization of offers, avoiding buyers having to consult several agencies.
- Immediate accessibility 24 hours a day, meeting the demand for convenience.
Consumers, whether buyers or sellers, favor these platforms for their simplicity and efficiency.
2. The strength of SEO and digital marketing
Real estate portals are investing heavily in digital marketing to capture the attention of Internet users. With omnipresent advertising campaigns (Google Ads, social networks, banners), they occupy the top positions on search engines.
In addition, thanks to advanced technologies, these platforms optimize their natural referencing (SEO) to attract colossal traffic. Agencies, often limited in technical resources, struggle to compete in this area.
3. An economic model based on subscription
The portal model is based on paid subscriptions taken out by real estate agencies to publish their advertisements. These subscriptions guarantee agencies immediate visibility to millions of monthly visitors.
However, this strategy creates economic dependence: the more an agency wishes to be visible, 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. Loss of control over prospects
When a potential client views an ad on a portal, the agency often loses some control over the client experience. The portal acts as an intermediary, managing the prospect's data (email, telephone) 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 announcements
On portals, ads follow a standardized format, making it difficult for an agency to stand out. Whether in the description, photos or presentation, each ad resembles another. This limits the ability of agencies to promote their local expertise or creativity.
3. Growing financial pressure
Portal subscription fees can represent a significant portion of agencies' budgets, particularly for those operating in competitive markets. Added to this is the need to invest in paid options (promoting ads, performance reports, etc.) to remain competitive.
The long-term consequences of this addiction
1. A weakening of local agencies
Small agencies, which cannot 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 pure digital players.
2. A reduction in strategic autonomy
By relying heavily on portals, agencies lose part 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, entering into direct competition with agencies. This creates a situation where agencies indirectly fund platforms that could replace them.
How can agencies take back control?
1. Develop their own online presence
To reduce their dependence, agencies must invest in their own website. The latter must:
- Be well referenced thanks to an effective SEO strategy.
- Offer modern functionalities (virtual tours, comparators, alerts).
- Provide a smooth and personalized user experience.
A well-designed site can become a credible alternative to portals, allowing agencies to capture leads directly without an intermediary.
2. Focus on differentiation
Agencies must stand out by promoting their human expertise and local knowledge. Unlike portals, they can:
- Offer tailor-made services (personalized advice, complete monitoring).
- Highlight exclusive properties not available on portals.
- Create relevant content (buying guides, local market blogs) to attract customers.
3. Join forces with specialized portals
Rather than depending solely on large general players, agencies can collaborate with platforms specializing in a niche (luxury real estate, atypical properties). These portals, often less saturated, allow agencies to reach a targeted audience at a lower cost.
4. Pool resources
Agencies in the same region or network can come together to negotiate more advantageous pricing conditions with the portals. This collaborative approach reduces individual costs while strengthening their position against large platforms.
The future: a balance to find
The role of real estate portals in the ecosystem is undeniable. They meet real consumer needs and provide essential visibility to agencies. However, 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.
In a constantly evolving market, those that manage to combine human expertise and technological innovation will be best positioned to prosper. The key is balance: using portals as leverage, but without losing sight of the goal of independence.
With the right strategy, agencies can turn this dependency into an opportunity, redefining their role in an increasingly digitalized real estate environment.
