Every vendor conversation eventually lands on portal strategy: “Do we really need to be on both Domain and realestate.com.au?” With VPA budgets under pressure and premium listing costs climbing, it’s a fair question.

I’ve analysed enquiry data from agencies across Sydney, Melbourne, and Brisbane to understand which portal actually delivers better results. The answer depends more on market segment than most agents realise.

The Market Share Reality

Let’s start with the obvious: REA Group (realestate.com.au) has larger market share nationally. Industry estimates put their audience at roughly 60-65% of the serious buyer market, with Domain capturing 35-40%.

But market share isn’t the whole story. Buyer demographics differ significantly between platforms.

REA attracts a broader audience, including first-home buyers, investors, and the casually curious. Domain’s audience skews toward established buyers—people trading up, downsizing, or relocating from premium properties.

This demographic difference matters enormously depending on what you’re selling.

Sydney Market Analysis

In Sydney, the portal split varies dramatically by location and price point.

Eastern Suburbs (above $3 million): Domain performs surprisingly well here, sometimes matching REA on qualified enquiry volume. The demographic fit is strong—Domain’s Nine/Fairfax media affiliation aligns with this buyer profile.

Inner West and Lower North Shore ($1.5-3 million): Fairly even split. Both portals generate meaningful enquiry for this middle market segment.

Western Sydney and growth corridors: REA dominates. For properties under $1 million targeting first-home buyers, Domain enquiry can be sparse.

Investment properties: REA significantly outperforms, likely due to stronger investor portal usage and property data tools.

Melbourne Market Analysis

Melbourne shows similar patterns with some local variations.

Inner-city and inner-ring suburbs: More balanced between portals than Sydney equivalent markets. Domain’s strong Melbourne presence (Nine’s traditional market) shows in enquiry quality.

Outer suburbs: REA dominance similar to Sydney’s Western suburbs. First-home buyer focus means wider reach matters more than demographic targeting.

Auction-focused markets: Both portals have invested heavily in auction features. Performance is relatively even for auction campaigns.

Brisbane and Queensland

Queensland is more clearly REA territory, reflecting historical market development.

Brisbane inner-city: Some Domain presence, but REA generates 70%+ of portal enquiry for most agents I work with.

Gold and Sunshine Coasts: Very heavily REA-weighted. Domain presence is almost negligible for some agencies.

Interstate buyer targeting: Interesting nuance—Domain can perform well for properties targeting Sydney or Melbourne buyers relocating to Queensland. The demographic match for lifestyle properties suits Domain’s audience.

The Premium Listing Question

Both portals aggressively upsell premium listings. The ROI varies considerably.

When premium listings work: Properties with high photography quality, strong digital marketing strategy, and realistic pricing. The extra visibility translates to enquiry when the listing is compelling.

When premium listings waste money: Overpriced properties, poor photography, thin descriptions. Premium placement of a weak listing just exposes its weaknesses to more people.

My rule of thumb: Premium listings make sense for well-prepared properties in competitive price brackets. For unique properties likely to attract specific buyers regardless of visibility, standard listings often suffice.

The VPA Conversation

Most agents quote portal costs as part of vendor paid advertising discussions. Here’s how I frame it:

For premium markets ($2 million+): “I recommend strong presence on both portals, with premium placement on the platform that matches your likely buyer demographic.”

For middle markets ($1-2 million): “Both portals are important. We can start with standard listings and upgrade to premium if early enquiry suggests the market is responding.”

For entry-level markets (under $1 million): “REA is essential; Domain is optional based on budget. Let’s focus our spending on the platform reaching the most first-home buyers.”

Enquiry Quality vs Quantity

Raw enquiry volume is a poor measure of portal performance. What matters is qualified buyer engagement.

Both portals now offer engagement metrics beyond basic enquiry counts: time on listing, return visits, saved searches. These signals matter more than the person who clicks “enquire” and never responds to follow-up.

I’ve seen properties generate 50 enquiries on REA with 10 genuine buyers, versus 20 enquiries on Domain with 12 genuine buyers. The headline number favoured REA; the conversion metrics favoured Domain.

Track quality, not just quantity.

Platform-Specific Features Worth Using

Both portals have evolved beyond basic listing display. Features worth using:

REA Group:

• Agent Match algorithm favours active, high-performing agents
• Buyer enquiry insights showing serious vs casual interest
• Market reports useful for vendor education
• Statement of Information compliance tools (VIC)

Domain:

• Property Guides integration for content marketing
• Suburb profile pages with demographic data
• Stronger editorial content integration
• Owner estimate alerts for prospecting

My Recommendation Framework

Here’s how I advise agencies on portal strategy:

For prestige properties ($3 million+): Both portals, premium where appropriate, with particular attention to Domain for its demographic fit.

For mainstream properties ($1-3 million): Both portals standard, upgrade selectively based on campaign performance and budget.

For entry-level properties (under $1 million): REA essential, Domain optional depending on specific market and VPA budget.

For regional markets: Check local patterns—some regional areas are strongly one-portal dominated, making dual-portal strategy wasteful.

The Future Dynamic

Both companies are investing heavily in technology and content. REA has superior financial resources; Domain has Nine’s media integration advantages.

I expect the platforms to differentiate further rather than converge. REA will likely continue dominating broad reach; Domain may lean into premium market segments and content marketing integration.

For agents, this means becoming fluent in both platforms’ strengths and matching your portal strategy to each property’s specific buyer profile.

The days of automatically listing on both portals identically are over. Strategic portal deployment is now a genuine competitive skill.

---

Linda Powers consults with real estate agencies on digital marketing strategy, including portal optimisation. Her analysis draws on enquiry data from agencies across Sydney, Melbourne, and Brisbane markets.