Where to List Your Gold Coast Property for Maximum Exposure?
To maximise exposure when selling your property on the Gold Coast, your listing should appear on Realestate.com.au, the primary local platform.
This should be supported by strategic placement on Domain.com.au to capture interstate buyers, as well as on carefully selected secondary portals that genuinely increase reach rather than duplicating exposure.
On the Gold Coast, the vast majority of active buyers begin and end their search on Realestate.com.au, making it non-negotiable for serious visibility, while Domain.com.au and carefully chosen supporting platforms capture additional enquiries from specific buyer segments and strengthen overall reach rather than compete with it.
Dominant Real Estate Listing Portals by State in Australia (2026)
In 2026, the Australian online real estate portal market remains a clear duopoly, dominated by Realestate.com.au and Domain.com.au, which together command roughly 80% of national audience share, listings, and buyer attention.
While these two platforms define the national landscape, Australia’s real estate ecosystem is far from uniform.
Several state-based and specialist portals maintain strong regional influence, often outperforming national players within their local markets.
Understanding where buyers actually search; by state, property type, and intent, which remains critical for agents, developers, and sellers seeking maximum exposure and better-qualified enquiries.
National Market Leaders
Realestate.com.au (REA Group)
Realestate.com.au remains the undisputed national market leader in 2026.
- Highest monthly traffic across all Australian real estate listing portals.
- Largest active listing volume nationally.
- Strongest brand recognition among buyers and sellers.
- Deep integration with data tools, suburb insights, and buyer behaviour tracking.
For most Australians, Realestate.com.au is not just a real estate listing portal; it is the default starting point of the property search journey.
Its dominance is particularly pronounced in Queensland, Western Australia, South Australia, Tasmania, and regional markets nationwide.
From an agent and vendor perspective, REA’s premium pricing reflects its market power, but the exposure remains difficult to replicate at scale elsewhere.
Domain.com.au
Domain retains its position as the second-largest national portal, with a distinct market profile.
- Particularly strong in metropolitan and prestige markets.
- Deeply embedded in the buyer behaviour of Sydney and Melbourne.
- Strong appeal to higher-value, research-driven purchasers.
- Tightly integrated with Nine Entertainment media assets.
While Domain’s national footprint is smaller than REA’s, its urban concentration and premium buyer demographic make it strategically important in major capital cities, especially for higher-end residential properties.
Homely.com.au
Homely consistently ranks as the third-largest portal nationally, though with a different value proposition.
- Strong emphasis on suburb reviews, lifestyle content, and community insights.
- Free or low-cost listing options for agents.
- Appeals to early-stage and research-focused buyers.
While Homely does not compete directly with REA or Domain for raw enquiry volume, it plays a meaningful supporting role in SEO (Search Engine Optimisation) visibility and buyer education, particularly for long-tail keyword searches in suburbs.
State and Territory Dominance
Despite national trends, real estate search behaviour in Australia remains highly localised.
Australian Capital Territory: Allhomes.com.au
Allhomes.com.au remains the dominant portal in the ACT, often outperforming national platforms for Canberra-focused searches.
- Deep historical roots in the ACT market.
- Strong local brand loyalty.
- Frequently, the first site visited by Canberra buyers.
For ACT agents and sellers, Allhomes is not optional; it is essential. Many local buyers use Allhomes first and national portals second, reversing the national norm.
Western Australia: REIWA.com.au
REIWA.com.au remains exceptionally dominant in Western Australia.
- Operated by the Real Estate Institute of Western Australia.
- Longstanding trust among local buyers and sellers.
- Often considered the primary search portal before national sites.
WA is one of the few states where a state-based portal meaningfully rivals and sometimes surpasses national platforms for local engagement. Ignoring REIWA in WA can significantly reduce buyer reach.
Victoria: A True Two-Horse Race
Victoria remains the most competitive portal market in Australia.
- Realestate.com.au is still the largest platform.
- Domain maintains a very strong presence in Melbourne and inner-city markets.
- In some postcodes and buyer segments, Domain rivals or exceeds REA engagement.
This historical rivalry means Victorian agents often require dual-platform strategies to achieve full market coverage, particularly in metro Melbourne.
Queensland, South Australia, Tasmania and the Northern Territory
Queensland, along with South Australia, Tasmania, and the Northern Territory, is overwhelmingly dominated by Realestate.com.au.
- REA is the clear first choice for buyers.
- Other portals function largely as secondary or supplementary channels.
- Regional and lifestyle markets heavily favour REA’s reach.
In these states, Realestate.com.au effectively sets the benchmark for buyer exposure and enquiry volume.
Specialty and Secondary Portals
Beyond residential sales, several niche platforms play critical roles in specific segments.
Commercial Property: Realcommercial.com.au
Realcommercial.com.au is the leading commercial property portal in Australia.
- Largest audience for office, retail, industrial, and development sites.
- Approximately triple the reach of its nearest competitor.
- Closely aligned with REA Group’s residential dominance.
For commercial agents, Realcommercial is the default platform for serious buyer and tenant enquiries.
Share Housing and Rentals: Flatmates.com.au
Flatmates.com.au remains the leading platform for shared accommodation.
- Owned by REA Group.
- Dominant among students, young professionals, and transient renters.
- Highly targeted audience not easily reached via traditional rental portals.
Agent-Led Portals: View.com.au
View.com.au (formerly realestateVIEW) continues as a major industry-backed alternative.
- National coverage.
- Focus on agent branding and vendor visibility.
- Smaller audience but credible industry support.
While not a primary lead generator for most agencies, View plays a helpful role in diversified listing strategies.
Off-Market Platforms: Listing Loop
Listing Loop occupies a growing niche in the off-market and pre-market space.
- “No-sale, no-charge” model.
- Enables agents to test buyer demand privately.
- Useful for discretion-driven sellers and price-sensitive markets.
Off-market platforms are increasingly used as lead qualification and price-discovery tools, rather than full substitutes for public campaigns.
Strategic Takeaways for Agents and Sellers
- Australia is not a single portal market; state-level behaviour matters.
- National dominance does not always equal local dominance.
- Dual-platform strategies remain essential in Queensland, where interstate buyers are actively searching for Gold Coast property and relying on multiple national portals to guide their decisions.
- WA requires serious commitment to REIWA.
- Specialty portals add value when used intentionally, not blindly.
In 2026, successful listing strategies are less about “being everywhere” and more about being visible where your actual buyers are searching.
Understanding real estate listing portal dominance by state and property type is no longer optional; it is a competitive advantage.
So, Where to List Your Gold Coast Property for Maximum Exposure?
To reach local buyers, you need to advertise on Realestate.com.au, while Domain.com.au is essential for capturing strong interstate enquiries and expanding your reach beyond Queensland.
Together, these platforms will make your property visible to the widest possible audience, including local buyers and people from outside the area who are actively searching online.
This means your home won’t be limited by geography, while benefiting from national-level exposure.
Author – Craig Douglas
Please Note: The information contained in this document is for general information purposes only and does not constitute legal advice. The laws and regulations governing property sales in Queensland are complex and subject to frequent changes. It is important to seek the advice of a qualified property lawyer or conveyancer before making any decisions about the sale of your property. This document does not take into account your individual circumstances and may not apply to your situation. By reading this document, you agree that you have not relied on the information contained herein and that you will seek independent legal advice before taking any action.
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Craig Douglas 0418 189 963
Professional | Knowledgeable | Experienced
You can find me at a Boutique Real Estate Agency
Some of the suburbs that I proudly sell homes in:
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This page was proudly created by Craig Douglas, your local independent Gold Coast real estate agent, working for a Boutique Real Estate Agency. Selling residential and commercial properties, from those that are awe-inspiring, through to a diamond-in-the-rough, otherwise known as a “renovator’s delight“.
I negotiate and sell on behalf of property owners who want to get the best possible price, with the least amount of hassle. Let’s talk about the process of selling your property over a coffee to get you started – 0418 189 963
