You are using an unsupported browser. Please 559-775-2738 to the latest version of Chrome, Firefox, Safari, or Edge to improve your experience and security.

ENFR

2017 REALTOR.ca Insights

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

Why Consumers Trust REALTOR.ca

REALTOR.ca is the primary resource for anyone looking to buy or sell residential and commercial real estate. According to a survey of REALTOR.ca visitors, over 97% use the site and apps as their primary or secondary source for viewing property listings in Canada.

REALTOR.ca is the first place Canadians go for information about real estate.

A whopping 92% of Canadians are aware of REALTOR.ca and it is seen as the go-to place when buying or selling a home.

Improvement and innovation are at the core of what we do at The Canadian Real Estate Association (CREA). We continue to introduce new features to improve visitors' experience, make listings shine, and drive more leads to REALTORS®.

Over 2.6 million leads were sent to REALTORS® in 2017 – available to you as a benefit of CREA membership.

Sources: Insights were developed from an analysis of the following 2017 data sources:
Google Analytics tracking of REALTOR.ca (web and mobile apps), Foresee survey on REALTOR.ca (web and mobile apps), comScore (focused on +25yrs, +$60k household income), Nanos Research, and CREA Economics.

Consumer Highlights at a Glance

A look into REALTOR.ca's visitor trends, user growth, and how the rise of mobile is changing the home‑buying journey.

Visitors & Views

72 million REALTOR.ca users

264 million visits to REALTOR.ca

That's 15% higher than last year!

5.3 billion page views

Yes, we said ... BILLION!

Various devices showing graphs and charts

965 million property viewings

That's 64% higher than last year!

A smartphone

62% of traffic from mobile devices

Holy mobile!

Device breakdown:

38% REALTOR.ca website on desktop

48% REALTOR.ca Mobile Apps

18% REALTOR.ca website on mobile

Sparkles

Learn more about the advantages of email leads

Play button
Sparkles

REALTOR® Leads

Leads are the key to success for your business, so we've made it our focus to generate them for you.

2.6 million leads sent to REALTORS®(through Email REALTOR®, Email Office, and Phone a REALTOR® buttons)

REALTOR.ca email leads is a great tool where I can check to make sure I am not missing opportunities to connect with a potential buyer.

Jeremy Osborne
Salmon Arm, British Columbia
CREA Member

Leads and Marketing Connections

Each consumer is different, but on one thing they might all agree: not wanting to wait for their dream property. That’s why REALTOR.ca allows for a variety of ways to connect you with your next prospect instantly.

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

An illustration of a website

6.4 million Visits to REALTOR® websites

Residential:
6.2M

Commercial:
200K

An illustration of a person with an envelope

4 million Email a Friend

Residential:
3.9M

Commercial:
100K

An illustration of a person and an envelope in a cloud

2 million Email a REALTOR®

Residential:
1.8M

Commercial:
200K

An illustration of a smartphone

480,000 Phone a REALTOR®

Residential:
459K

Commercial:
21K

An illustration of a thumbs up in a speech bubble

306,000 Social Shares

Residential:
299K

Commercial:
7K

An illustration of an office building and an envelope

62,000 Email Office

Residential:
56K

Commercial:
6K

The Value of Listing Statistics

Keep your finger on the pulse with the most important stats. How many eyes have looked at your latest listing? Which of your listings is trending? REALTOR.ca's Listing Statistics show it all at a glance.

Sparkles

Learn more about monitoring your Listing Statistics

Play button
Sparkles

Listing Statistics give me more tools to work with my clients.

Sherry Clark
Fredericton, New Brunswick
CREA Member

Clients are very impressed that we have the capability to monitor listing activity in such detail.

Christian Anderson
London, Ontario
CREA Member

Knowing Your Audience is Key

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

How Do People Find REALTOR.ca?

For most REALTOR.ca visitors, the home-buying journey begins with a search engine. Organic traffic* measured for both new and returning users is 40%. That's closely followed by 35% of visitors who show a high level of brand recognition by steering directly to REALTOR.ca to start their property search.

Organic traffic categorizes visitors who find a website through a search engine like Google.

40% Organic Search

35% Direct

10% Referral

9% Social Media

5% Email

From REALTOR.ca Visitor to REALTOR® Client

Knowing which stage a potential buyer is in is key to properly positioning your listing and will help you start a conversation at the right time.

Home-Buying Stage

Taking a closer look at REALTOR.ca visitors, they can be categorized into four main 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®.

41% of all visitors are in the Just Browsing stage

12+ months to complete a
transaction

A coffee mug

Getting Started

Those in the early stages of a property buying process that are looking to purchase in the next 6 months to 1 year.

21% of all visitors are in the Getting Started stage

7 months to  2 years to complete a
transaction

A magnifying glass

Serious Hunters

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

33% of all visitors are in the Seriously Hunting stage

6 months to complete a
transaction

A pair of binoculars

Just Purchased

Visitors who identify as having just purchased a property. There was a notable increase in visitors who just purchased property in 2017.

5% of all visitors just purchased property

A trophy

2017 saw a shift in visitor stage as well as visitor persona.

Serious hunters had the most significant drop in percentage of visitors (down from 47% in 2016), which may in part be due to the constrained supply during the busy spring season. New entrants into the market dropped as well, while REALTOR.ca saw a growth in those just browsing and just purchased.

Age Distribution of REALTOR.ca Visitors

The bulk of visitors to REALTOR.ca fit partially in the Millennials* (22–40 years), and in the lower end of Generation X* (41–52 years). The Baby Boomers* (53–71 years) are now a smaller segment of the home-buying market.

Age Distribution of Consumer Leads

When looking at who reaches out to REALTORS®, both Millennials* and Generation Xers* create the majority of leads (clicks on Email REALTOR®, Phone a REALTOR®, and Email Office). The 25–34 age group represents 26% of the overall visitors and are the most likely (28%) to engage with a REALTOR®.

As defined by Statistics Canada.

  • REALTOR.ca Visitors
  • Consumer Leads

7% REALTOR.ca Visitors

6% Consumer Leads

Age 18-24

26% REALTOR.ca Visitors

28% Consumer Leads

Age 25-34

27% REALTOR.ca Visitors

26% Consumer Leads

Age 35-44

21% REALTOR.ca Visitors

22% Consumer Leads

Age 45-54

13% REALTOR.ca Visitors

13% Consumer Leads

Age 55-64

6% REALTOR.ca Visitors

4% Consumer Leads

Age 65+

Sparkles

Learn how to optimize your REALTOR.ca profile

Play button
Sparkles

Working With a REALTOR®

Last year, all visitors, regardless of home-buying stage, increased in their likelihood to work with a REALTOR®. Let’s dive into the details!

6.1 million REALTOR® profile views

1.5 million searches for REALTORS®

166,000 visitors viewed listings from a REALTOR® profile

134,000 visitors viewed the office listings on a REALTOR® profile a total of 170,000 times

243,000 visitors went to a property listing from a REALTOR® profile

A pin in a map

The majority of visitors search for a REALTOR® from the homepage or the map page.

REALTOR.ca makes it easy for visitors to find a REALTOR® from the most visited pages on the website: 62% of visitors search for a REALTOR® from the home or map page while 15% of visitors do so from a property detail page.

First-time home-buyers and repeat buyers are 31% and 48% respectively more likely to have plans to work with a REALTOR® than other audiences.
Work With a REALTOR® Plan to Work With a REALTOR®
2016 2017 2016 2017
All Visitors 34% 36% 42% 66%
First-Time Buyer / Seller 32% 32% 55% 71%
Repeat Buyer / Seller 40% 38% 47% 69%
Renter 23% 24% 47% 61%
Commercial 27% 39% 24% 57%
Investor (Residential + Commercial) 42% 43% 39% 59%
International Investor 41% 25% 39% 66%

What Percentage of Visitors in Each Stage Are Currently Working With a REALTOR®?

  • A coffee mug22% Just
    Browsing
  • A magnifying glass41% Getting
    Started
  • A pair of binoculars56% Seriously
    Hunting

Behavioural Insights

Of the 2.6 million REALTOR® leads generated last year, which are the hottest?

Logged-in visitors are almost twice as likely to convert into leads.

There are currently over 700,000 active REALTOR.ca account holders. These users are highly engaged and have a significantly higher lead conversion rate than non-logged-in visitors.

Which features do they love most? Favourites, Saved Search and Notifications are their top three.

A desktop computer

Desktop Search
Peak Times

Weekdays: 12 p.m. – 2 p.m.

Highest traffic: Tuesday noon

A smartphone

Mobile Search
Peak Times

Weekends: 8 p.m. – 10 p.m.

Highest traffic: Sunday evening

On average, almost 60% of visitors that originated from social sharing are new visitors.

Visitors can share in two ways – through ‘Email a Friend’, or through social media. Not only does this grow new REALTOR.ca traffic, but it also connects more consumers with REALTORS®. Visitors who share listings are more likely than other visitors to reach out to a REALTOR®, especially amongst Millennials.

Sharing on Facebook has become one of REALTOR.ca’s strongest referral sources, with almost 50% of visits from Facebook shares coming from new visitors.

A thumbs up in a speech bubble

24 visits to REALTOR.ca result from every one listing shared on Facebook.

The power of social media influence!

Who Are REALTOR.ca Visitors Sharing Listings With?

Sharing properties with people they trust is a milestone in every buyer's journey. Good news...REALTORS® are #1 on the list of those key purchase influencers!

  • A person in a suit

    MY REALTOR®

    31%

  • A person

    CO-BUYER / SELLER

    27%

  • A person

    FAMILY & FRIENDS(Influencers)

    24%

  • A person

    FAMILY & FRIENDS(Non-influencers)

    7%

  • A person

    FINANCIAL ADVISOR

    4%

  • A person

    OTHER

    4%

  • A person

    BUSINESS PARTNER

    2%

Outside the Border: International Trends

Interest in Canadian real estate is growing globally. That makes now the perfect time to understand how to target potential international business. More knowledge, more leads.

US Visitors Are Top International Visitors

International traffic increased 10% since 2016. Notably, traffic from China has increased 42% since 2016.

Of the 104,000 international leads, almost 70% of the leads are coming from 10 countries, with 52% coming from the United States.

9% of all REALTOR.ca traffic is international

4% of all REALTOR.ca leads were from international visitors

International Visits

57.3% USA

4.8% UK

4.7% China

2.5% Hong Kong

1.8% Australia

1.5% Mexico

1.4% South Korea

1.4% India

1.2% United Arab Emirates

1.1% Germany

International Leads

52% USA

4% UK

2% Hong Kong

2% Saudi Arabia

2% United Arab Emirates

2% Phillipines

2% Mexico

2% India

2% Brazil

1% China

What Are the Top Locations Searched for by International Buyers?

Residents of All Other Countries are looking in:

  • Toronto
  • Vancouver
  • Ottawa
  • Montreal
  • Calgary
  • Mississauga
  • Oakville
  • Edmonton
  • Winnipeg
  • Ontario
  • Toronto
  • Calgary
  • Vancouver
  • Montreal
  • Ottawa
  • Mississauga
  • Oakville
  • Edmonton
  • Brampton
  • Hamilton
  • Toronto
  • Vancouver
  • Calgary
  • Ottawa
  • Montreal
  • Oakville
  • Ontario
  • Victoria
  • Mississauga
  • Kelowna
  • Toronto
  • Vancouver
  • Montreal
  • Saskatoon
  • Ottawa
  • Mississauga
  • Calgary
  • Oakville
  • Markham
  • Waterloo
  • Toronto
  • Vancouver
  • Markham
  • Calgary
  • Richmond Hill
  • North York
  • W. Vancouver
  • Mississauga
  • Richmond
  • Oakville
  • Toronto
  • Vancouver
  • Calgary
  • Ottawa
  • Montreal
  • Kelowna
  • Oakville
  • Ontario
  • Whistler
  • Nanaimo
  • Toronto
  • Kelowna
  • Calgary
  • Vancouver
  • Montreal
  • Revelstoke
  • Nanaimo
  • Ottawa
  • Winnipeg
  • Edmonton
  • Toronto
  • Vancouver
  • Montreal
  • Oakville
  • Calgary
  • North York
  • London
  • Winnipeg
  • Langley
  • Waterloo
  • Toronto
  • Mississauga
  • Brampton
  • Vancouver
  • Ontario
  • Surrey
  • Ottawa
  • Oakville
  • Calgary
  • Markham
  • Toronto
  • Mississauga
  • Ottawa
  • Oakville
  • Montreal
  • Canmore
  • Calgary
  • London
  • Nanaimo
  • Halifax
  • Toronto
  • Vancouver
  • Montreal
  • Winnipeg
  • Owen Sound
  • Nova Scotia
  • Calgary
  • Ottawa
  • Kelowna
  • London
International flags on different devices

International Welcome Pages Increase Reach for REALTORS®

International welcome pages that target buyers from the United States, China, India and the United Kingdom were created in 2017. These welcome pages educate visitors about the role and value of REALTORS® in Canada, and serve as a resource for information that addresses key motivations such as post-secondary education, investment and relocation.

The pages get an average of 92% new visitors. In only a few short months, the international welcome pages have already generated 169,000 new visitors.

Visit Landing Pages

Commercial Visitor Highlights

Commercial visitors to REALTOR.ca mean business — literally. This year's insights reveal their main motivations, keywords, and how social media plays a role in all of this.

Commercial Visitors Are Often Seeking Investment Opportunities

Over 50% of commercial property searches on REALTOR.ca come from visitors that are looking to invest.

What Are Commercial Visitors Searching for on REALTOR.ca?

31% Looking for an investment

22% Expanding investment portfolio

17% New business

13% Business relocation

5% Current location too small or large

Top 20 Commercial Search Keywords

  1. Restaurant
  2. Waterfront
  3. Church
  4. Gas station
  5. Motel
  1. Automotive
  2. Warehouse
  3. Auto
  4. Garage
  5. Campground
  1. Mobile home park
  2. Oil Revenue
  3. Commercial
  4. Pizza
  5. Franchise
  1. Convenience store
  2. Daycare
  3. Laundromat
  4. Farm
  5. Retail

60% more social media shares for commercial listings than residential listings.

Other commercial content such as commercial checklists are shared 50% more.

Commercial listings are shared 7% more often on business-centric social media channels like LinkedIn, compared to Facebook.

2018: Let's Keep Raising the Bar!

Knowing how visitors use REALTOR.ca gives REALTORS® the tools to optimise 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.