SANTO DOMINGO.- Plusval Dominicana leads in 72.6% of the distribution of total search volume on Google, among the main brands in the real estate sector of the Dominican Republic, according to the findings of the study "Analysis of customer acquisition and reach of the main real estate websites in the Dominican Republic: Rankings and Opportunities".
The data is based on an analysis of the top 20 most popular search terms, where the real estate firm clearly dominates the market, capturing a larger proportion of searches, followed by RE/MAX, Apartamentos RD and C21Perdomo.
Source: Apartamentos.do
“Its ability to capture the most popular searches in key sectors such as apartments and rental properties highlights its strong digital presence and strategy. Plusval leads the most important searches in 3 of the 4 tables, indicating that it has successfully optimized its SEO to ensure high visibility among terms of high interest to people looking for a property,” the study states.
Data extracted from a comprehensive analysis of more than 15,000 search terms between March 2022 and April 2024 reflects the search patterns of users and the brands that have managed to rank higher in search engines.
“It is important to note that the websites included in this analysis are exclusively those that operate as real estate brokers. Platforms or directories such as Mercado Libre and Corotos were excluded from consideration because they do not have agents who handle real estate transactions directly on the ground. Similarly, the properties listed in these directories serve as duplicates of the listings on the real estate brokers' websites,” the document states.
The study published by Apartamentos.do was conducted by the CEO of this real estate firm, Darwin Santos Furcal, an SEO strategist (Search Engine Optimization: attracting clients through digital means – Google, Bing, etc.), who resides in the United States.
Most popular property search terms
Apartment/s is the term that people use most on Google when searching for a property in the real estate market of the Dominican Republic, finding in the study that it was used 1,412 times in the aforementioned period.
Source: Apartamentos.do
Rent/rent is the second most searched word with 763 occurrences, house/houses is the third most popular expression with 598 searches, while sale/sells is, according to the study, in fourth place as the most frequent term with 554 searches.
Figures
According to the report, the six real estate firms with the highest traffic in the country are RE/MAX Dominicana, Plusval, Mr. Home Asesores Inmobiliarios, Realtordr located in Sosua, Century 21 Perdomo in Cabarete and ApartamentosRD, who accumulated 2,621,872 visits during the analyzed period.
In the case of RE/MAX Dominicana, it reached the highest percentage with 38%, followed by Plusval with 29.4%, Mr. Home Asesores Inmobiliarios 12.3%, RealtorDR 9.9%, C21perdomo 5.8% and ApartamentosRD 4.6%.
RE/MAX as a main competitor
Although Plusval leads in many search areas, RE/MAX is shown in the study as a strong competitor, especially in the home rental market where the franchise leads in several key searches within this segment.
Opportunities in specialized categories
Santos Furcal points out thatbrands like C21Perdomo have managed to capture specific niches, such as the sale of condominiums, which in the expert's opinion indicates that there are still significant opportunities for other brands that seek to specialize in certain types of properties or locations.
“Regarding the geographic distribution of the 20 most searched terms, the charts also show a high concentration of searches in Santo Domingo and Santiago, reflecting the importance of these cities in the real estate market. Brands looking to expand their reach could benefit from focusing on optimizing their digital presence in other emerging areas, such as Punta Cana and the northern region of the country,” the specialist explained.
Source: Apartamentos.do
He argued that Plusval's consistency across various categories suggests that search trends align with its core offering, which could further strengthen its leading position in the near future. RE/MAX, for its part, could benefit by continuing to diversify its focus into other property segments.
