Brandwave

How popular isMcGrath?

In September 2026, people searched for McGrath by name about 18,100 times in Australia, an 18.5% decrease from the previous year. These searches made up 11.6% of all Australia real estate agency searches, placing McGrath fourth out of seven agencies. When we asked both ChatGPT and Google AI Overviews about real estate agencies, McGrath appeared in two of the four answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

McGrath is the fourth most searched of 7 competitors and the fifth most recommended in AI answers.

  1. Ray WhiteShare of searches 38.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. HarcourtsShare of searches 14.3%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th
  3. Belle PropertyShare of searches 11.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. McGrathShare of searches 11.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  5. LJ HookerShare of searches 9.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd

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Top real estate agencies in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, McGrath was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. McGrath is the fifth most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Ray White1st
  2. LJ Hooker2nd
  3. Belle Property3rd
  4. Harcourts4th
  5. McGrath5th
  6. First National Real Estate6th
  7. Century 21–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Ray White3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Belle Property3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • McGrath2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • LJ Hooker2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Harcourts1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • First National Real Estate1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Century 210 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about real estate agencies

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which real estate agencies compete with McGrath?

McGrath against real estate agencies in Australia, by month

Share of searches by month for Ray White, Harcourts, Belle Property, McGrath, LJ Hooker, First National Real Estate, Century 21. The figures are in the table below the chart.

View monthly share of searches table
MonthRay WhiteHarcourtsBelle PropertyMcGrathLJ HookerFirst National Real EstateCentury 21
Oct 202535.6%13%13%10.7%15.9%5.8%5.8%
Nov 202538.6%11.6%11.6%11.6%14.1%6.3%6.3%
Dec 202538.4%14.1%11.5%9.4%14.1%6.3%6.3%
Jan 202629.3%29.3%8.8%8.8%13.1%5.9%4.8%
Feb 202637.6%13.8%11.3%11.3%13.8%6.1%6.1%
Mar 202638.6%14.1%11.6%11.6%11.6%6.3%6.3%
Apr 202641.9%12.6%12.6%10.2%10.2%6.9%5.6%
May 202641.9%12.6%12.6%10.2%10.2%6.9%5.6%
Jun 202638.1%14%11.4%11.4%11.4%7.6%6.2%
Jul 202638.9%14.3%11.6%11.6%9.5%7.8%6.4%
Aug 202642.9%12.9%10.5%10.5%10.5%7%5.7%
Sep 202638.9%14.3%11.6%11.6%9.5%7.8%6.4%

  1. 1.Ray White

    38.9%

    Held 1st. 60.5K estimated branded searches, -18.2% vs prior month. Share -4 points.

  2. 2.Harcourts

    14.3%

    Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share +1.4 points.

  3. 3.Belle Property

    11.6%

    Held 3rd. 18.1K estimated branded searches, 0% vs prior month. Share +1.1 points.

  4. 4.McGrath

    11.6%

    Moved from 5th to 4th. 18.1K estimated branded searches, 0% vs prior month. Share +1.1 points.

  5. 5.LJ Hooker

    9.5%

    Moved from 4th to 5th. 14.8K estimated branded searches, -18.2% vs prior month. Share -1 points.

  6. 6.First National Real Estate

    7.8%

    Held 6th. 12.1K estimated branded searches, 0% vs prior month. Share +0.8 points.

  7. 7.Century 21

    6.4%

    Held 7th. 9.9K estimated branded searches, 0% vs prior month. Share +0.6 points.

Compare popularity between McGrath and its closest rivals

Every comparison with McGrath

6 comparisons

How has branded search demand for McGrath changed in Australia over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for McGrath in Australia fell from 22.2K to 18.1K.
  • Across the 12 months ending September 2026, McGrath’s share of searches among real estate agencies in Australia increased from 10.7% to 11.6%.
  • Across the 12 months ending September 2026, McGrath’s share of searches among real estate agencies in Australia peaked at 11.6% in July 2026 and was lowest at 8.8% in January 2026.
  • Across the 12 months ending September 2026, McGrath rose from 5th to 4th among real estate agencies in Australia.

How did search popularity change for Australia real estate agencies in September 2026?

6 changes

  1. In September 2026, McGrath overtook LJ Hooker to rank 4th among real estate agencies in Australia, with 11.6% of the searches.

  2. In September 2026, Harcourts gained share of searches among real estate agencies in Australia, from 12.9% to 14.3%.

  3. In September 2026, Belle Property gained share of searches among real estate agencies in Australia, from 10.5% to 11.6%.

  4. In September 2026, First National Real Estate gained share of searches among real estate agencies in Australia, from 7% to 7.8%.

  5. In September 2026, Century 21 gained share of searches among real estate agencies in Australia, from 5.7% to 6.4%.

  6. In September 2026, Ray White lost share of searches among real estate agencies in Australia, from 42.9% to 38.9%.

How are McGrath’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using McGrath’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • mcgrath real estate

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How the Brand Demand Index is measured

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