Who rules in The Emerald of the Equator?
After Singapore, Thailand, Malaysia and Philippines, now is time for Indonesia. Straight to the point, let’s check the website traffic estimations from Similarweb:
Fierce competition with three players on top, so close in traffic estimation that I can’t tell who is the actual leader. We have Rumah123, Rumah.com and RumahDijual with about 2.5 million visits per month each. Rumah123 is part of the iProperty Group, while Rumah.com and RumahDijual are both under the PropertyGuru Group. So we can say the latter is the winner by double acquisition.
In 4th position we have 99.co, but careful! They have Singapore and Indonesia under the same domain and around a 40% of their traffic comes from Singapore. They acquired UrbanIndo about a year ago and redirected it to 99.co/id, hence the mix.
We have Lamudi 5th and the DotProperty 7th with good chances to fight under the umbrella of Rocket Internet and Mitula/Lifull respectively. Below them we have a bunch of sites that most likely belong to the same owner and together they get a decent amount of traffic: sewa-apartemen.net, sewaapartment.net, jual-apartemen.com and probably some others.
I’ve seen ranking international players like the British RightMove or the Australian Realestate.com.au. As well as expat.com, another classic scratching traffic from property searches.
As usually it’s interesting to analyse these metrics since organic search is often the main traffic source for property portals worldwide. Let’s see what we have:
There is an uncommon situation with Rumah123 having weaker metrics than the players below. But check how the organic search percentage is quite lower too, so their direct traffic must be very relevant. Which means that they might not rely so much in organic search like Rumah.com and RumahDijual, and also that their growth potential in search is pretty good.
I would also highlight the strong metrics for Sewa-apartment.net and Jual-apartemen.com, I think they practice an old school SEO that might have worked for them better in the past.
And that’s it! Did I miss any relevant player? Any question or concern please don’t hesitate to comment below ;)