Why are real estate portals opening their doors to individuals?

Major real estate portals are now accepting listings from private individuals. Opportunity or threat? A comprehensive analysis of this major strategic shift.

A strategic turning point in the real estate market

For the past few years, the online real estate landscape has been undergoing a quiet but profound transformation. Long reserved for agencies and professionals, major real estate portals are increasingly opening up to listings from private individuals. This trend has accelerated since 2020, driven by the digitalization of online practices, competitive pressure, and evolving buyer and seller behaviors.

What are the figures behind this phenomenon? Why are portals like SeLoger, Leboncoin, and Bien'ici making this choice? What are the advantages for individuals, and what are the consequences for professionals? This in-depth article analyzes this strategic shift in 2,500 words.

1. Current situation: the historical dominance of professionals

For nearly two decades, the main real estate portals were built around a B2B model: they reserved their audience for agencies, developers, and notaries, in exchange for subscriptions or paid listings. This model allowed:

• Quality control of advertisements
• Recurring business relationships with agencies
• A network of loyal and creditworthy professional clients

In 2010, more than 90% of the ads on portals like Explorimmo, SeLoger or Logic-Immo came exclusively from professionals.

2. Change of course: individuals are gaining ground

The first significant breach came from Leboncoin, which accepted ads from private individuals from the outset. With over 28 million unique visitors per month (source: Médiamétrie 2024), the site quickly captured a massive share of real estate traffic, thanks to its free and simple design.

Gradually, other portals followed, sometimes reluctantly, sometimes strategically:

• Bien'ici offers specific deals for individuals starting in 2022.
• SeLoger and Logic-Immo reserve a paid space for individual sellers.
• Green-Acres (international portal) is welcoming more and more European individuals.
• Propriétés de Charme opens its doors to direct listings from high-end private individuals.

3. The reasons for this opening

a) The need for traffic and content

To maintain their position on Google and attract internet users, portals need a steady stream of new listings. However, professionals sometimes publish duplicate properties, or slow down during periods of crisis.

Welcoming individuals allows us to:

• To expand the catalog of new listings
• To diversify the types of assets
• To improve search engine optimization (SEO)

b) The shift towards the freemium model

Inspired by platforms like Airbnb or Vinted, real estate portals are gradually adopting a freemium model:

• Free or low-cost publication
• Paid options to enhance, boost, or illustrate the ad

This model generates recurring revenue without relying solely on professional subscriptions.

c) Increased competitive pressure

With the arrival of new players such as PAP, Hosman, Propriétés-Privées or marketplaces like Facebook Marketplace and Google Maps, traditional portals must adapt.

They can no longer ignore a market share that represents up to 32% of real estate sales between individuals according to INSEE (2023 data).

4. What this changes for individuals

The opening of the gates offers them:

• A massive audience (up to several million visitors per month)
• Better visibility than small peer-to-peer platforms
• Access to professional tools : valuation, HD photos, distribution across multiple platforms

Concrete examples:

• On SeLoger Particuliers: publication from €49 per ad.
• On Bien'ici: special package offer starting from €59 with 30-day broadcast.
• Charming Properties: targeted publication for high-end properties, international audience.

5. And what about professionals? Between adaptation and differentiation

While some agents are concerned about this opening, others see it as a way to better position themselves.

Perceived risks:

• Loss of monopoly on portals
• Risk of a decline in the quality of advertisements
• Direct competition on the same goods

The opportunities:

• Individuals facing difficulties selling their property often end up using an agency
• Professionals retain added value: negotiation, legal security, appraisal
• Some portals clearly distinguish between professional and private listings (e.g., "verified professional" banner)

6. Focus on the high-end market: a different positioning

In the luxury sector, access for individuals remains more selective. Platforms like Propriétés de Charme, LuxResidence, and Belles Demeures maintain high standards.

Why this caution?

• Exceptional properties demand impeccable presentation
• International customers expect a high-end service
• The legal risks are higher

But :

• An experienced individual can now showcase their property using professional tools
• Some sellers wish to remain discreet or manage their sale directly (particularly expatriates, heirs)

7. Towards a sustainable coexistence?

The model of tomorrow is not necessarily exclusive. We are moving more towards a coexistence between professionals and individuals , with tailored offerings.

• Different options depending on the seller's profile
• Clear filters for buyers (professionals/individuals)
• À la carte services

Portals are becoming hybrid marketplaces , like Amazon or Booking.com.

8. Key figures to remember

• +28 million visitors/month on Leboncoin (Médiamétrie)
• 32% of real estate sales between individuals (INSEE, 2023)
• Between €49 and €149 per ad on the main portals for individuals
• Up to 2 million annual visitors on specialist portals like Charming Properties

Conclusion: an inevitable turning point

The opening of real estate portals to listings from private individuals is a logical development, adapted to market realities and user expectations. Far from posing an absolute threat to professionals, it compels them to strengthen their added value and differentiate themselves.

For individuals, it's a new opportunity to gain wider visibility while maintaining control over their sales. For online portals, it's a way to solidify their leading position against new entrants.

The real estate model of tomorrow will be hybrid, collaborative, and user-centric. It remains for the various stakeholders to adapt intelligently to make the most of it.