---
title: "Real estate agencies in Australia: Which are searched most?"
description: "Compare the real estate agency networks Australians buy, sell and rent through. Share of Search among Ray White, Harcourts, Belle Property, McGrath, LJ Hooker, First National Real Estate and Century 21, the real estate agencies Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/au/categories/au-real-estate-agencies"
publisher: "Brandwave"
---

# Real estate agencies in Australia: Which are searched most?

Compare the real estate agency networks Australians buy, sell and rent through. Share of Search among Ray White, Harcourts, Belle Property, McGrath, LJ Hooker, First National Real Estate and Century 21, the real estate agencies Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Real estate agencies
- **Market**: Australia
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: Ray White, 38.9%

## Which brand is most popular in search among real estate agencies in Australia?

- In September 2026, Ray White was the most searched among real estate agencies in Australia, with an estimated 60.5K branded searches, 38.9% of all searches for the seven we track.
- Harcourts is in 2nd place, 24.6 percentage points behind at 14.3%.
- Across the 12 months ending September 2026, Ray White’s share of searches among real estate agencies in Australia increased from 35.6% to 38.9%.
- Across the 12 months ending September 2026, Harcourts’ share of searches among real estate agencies in Australia increased from 13% to 14.3%.
- Across the 12 months ending September 2026, Belle Property’s share of searches among real estate agencies in Australia decreased from 13% to 11.6%.
- 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, LJ Hooker’s share of searches among real estate agencies in Australia decreased from 15.9% to 9.5%.
- Across the 12 months ending September 2026, First National Real Estate’s share of searches among real estate agencies in Australia increased from 5.8% to 7.8%.
- Across the 12 months ending September 2026, Century 21’s share of searches among real estate agencies in Australia increased from 5.8% to 6.4%.
- Across the 12 months ending September 2026, Ray White’s share of searches among real estate agencies in Australia peaked at 42.9% in August 2026 and was lowest at 29.3% in January 2026.
- Across the 12 months ending September 2026, Harcourts’ share of searches among real estate agencies in Australia peaked at 29.3% in January 2026 and was lowest at 11.6% in November 2025.
- Across the 12 months ending September 2026, Belle Property’s share of searches among real estate agencies in Australia peaked at 13% in October 2025 and was lowest at 8.8% in January 2026.
- 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, LJ Hooker’s share of searches among real estate agencies in Australia peaked at 15.9% in October 2025 and was lowest at 9.5% in July 2026.
- Across the 12 months ending September 2026, First National Real Estate’s share of searches among real estate agencies in Australia peaked at 7.8% in July 2026 and was lowest at 5.8% in October 2025.
- Across the 12 months ending September 2026, Century 21’s share of searches among real estate agencies in Australia peaked at 6.4% in July 2026 and was lowest at 4.8% in January 2026.
- Across the 12 months ending September 2026, Harcourts rose from 4th to 2nd among real estate agencies in Australia.
- Across the 12 months ending September 2026, McGrath rose from 5th to 4th among real estate agencies in Australia.
- Across the 12 months ending September 2026, LJ Hooker fell from 2nd to 5th among real estate agencies in Australia.
- Across the 12 months ending September 2026, First National Real Estate rose from 7th to 6th among real estate agencies in Australia.
- Across the 12 months ending September 2026, Century 21 fell from 6th to 7th among real estate agencies in Australia.

## Top real estate agencies in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Ray White and Belle Property were mentioned most often, in three of the four answers. Ray White was recommended most often, coming first in all three answers that gave a list. LJ Hooker was second, and Belle Property was third. Century 21, which ranked seventh in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Ray White | 1st | 3 of 3 | 0 of 1 | 3 of 4 |
| LJ Hooker | 2nd | 2 of 3 | 0 of 1 | 2 of 4 |
| Belle Property | 3rd | 3 of 3 | 0 of 1 | 3 of 4 |
| Harcourts | 4th | 1 of 3 | 0 of 1 | 1 of 4 |
| McGrath | 5th | 2 of 3 | 0 of 1 | 2 of 4 |
| First National Real Estate | 6th | 1 of 3 | 0 of 1 | 1 of 4 |
| Century 21 | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about real estate agencies

- Asked ChatGPT "Which real estate agency should I use to sell my house in Australia?": 1. Ray White, 2. LJ Hooker, 3. McGrath, 4. Belle Property
- Asked ChatGPT "What are the best real estate agencies in Australia?": 1. Ray White, 2. Harcourts, 3. LJ Hooker, 4. First National Real Estate, 5. McGrath, 6. Belle Property
- Asked ChatGPT "What's the best real estate agency in Australia for property management?": 1. Ray White, 2. Belle Property
- Searched Google, AI Overview "real estate agent": named none of the brands we track

Not named in any answer: Century 21.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026.

## Compare search popularity between leading brands

- [Ray White vs Harcourts: compare search popularity](/demand/au/compare/harcourts-vs-ray-white): 38.9% against 14.3% Share of Search.
- [Ray White vs Belle Property: compare search popularity](/demand/au/compare/belle-property-vs-ray-white): 38.9% against 11.6% Share of Search.
- [Ray White vs McGrath: compare search popularity](/demand/au/compare/mcgrath-vs-ray-white): 38.9% against 11.6% Share of Search.
- [Ray White vs LJ Hooker: compare search popularity](/demand/au/compare/lj-hooker-vs-ray-white): 38.9% against 9.5% Share of Search.
- [Harcourts vs Belle Property: compare search popularity](/demand/au/compare/belle-property-vs-harcourts): 14.3% against 11.6% Share of Search.
- [Harcourts vs McGrath: compare search popularity](/demand/au/compare/harcourts-vs-mcgrath): 14.3% against 11.6% Share of Search.
- [Harcourts vs LJ Hooker: compare search popularity](/demand/au/compare/harcourts-vs-lj-hooker): 14.3% against 9.5% Share of Search.
- [Belle Property vs McGrath: compare search popularity](/demand/au/compare/belle-property-vs-mcgrath): 11.6% Share of Search each.
- [Belle Property vs LJ Hooker: compare search popularity](/demand/au/compare/belle-property-vs-lj-hooker): 11.6% against 9.5% Share of Search.
- [McGrath vs LJ Hooker: compare search popularity](/demand/au/compare/lj-hooker-vs-mcgrath): 11.6% against 9.5% Share of Search.

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

- In September 2026, McGrath overtook LJ Hooker to rank 4th among real estate agencies in Australia, with 11.6% of the searches.
- In September 2026, Harcourts gained share of searches among real estate agencies in Australia, from 12.9% to 14.3%.
- In September 2026, Belle Property gained share of searches among real estate agencies in Australia, from 10.5% to 11.6%.
- In September 2026, First National Real Estate gained share of searches among real estate agencies in Australia, from 7% to 7.8%.
- In September 2026, Century 21 gained share of searches among real estate agencies in Australia, from 5.7% to 6.4%.
- In September 2026, Ray White lost share of searches among real estate agencies in Australia, from 42.9% to 38.9%.
- In September 2026, LJ Hooker lost share of searches among real estate agencies in Australia, from 10.5% to 9.5%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Ray White | 38.9% | 60.5K | -18.2% | Ray White New Zealand |
| 2 | Harcourts | 14.3% | 22.2K | 0.0% | Harcourts New Zealand |
| 3 | Belle Property | 11.6% | 18.1K | 0.0% | Belle Property |
| 4 | McGrath | 11.6% | 18.1K | 0.0% | McGrath |
| 5 | LJ Hooker | 9.5% | 14.8K | -18.2% | LJ Hooker Group New Zealand |
| 6 | First National Real Estate | 7.8% | 12.1K | 0.0% | First National Real Estate New Zealand |
| 7 | Century 21 | 6.4% | 9.9K | 0.0% | Century 21 New Zealand |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Ray White | 74K | 35.6% | 1 |
| Oct 2025 | LJ Hooker | 33.1K | 15.9% | 2 |
| Oct 2025 | Belle Property | 27.1K | 13% | 3 |
| Oct 2025 | Harcourts | 27.1K | 13% | 4 |
| Oct 2025 | McGrath | 22.2K | 10.7% | 5 |
| Oct 2025 | Century 21 | 12.1K | 5.8% | 6 |
| Oct 2025 | First National Real Estate | 12.1K | 5.8% | 7 |
| Nov 2025 | Ray White | 74K | 38.6% | 1 |
| Nov 2025 | LJ Hooker | 27.1K | 14.1% | 2 |
| Nov 2025 | Belle Property | 22.2K | 11.6% | 3 |
| Nov 2025 | Harcourts | 22.2K | 11.6% | 4 |
| Nov 2025 | McGrath | 22.2K | 11.6% | 5 |
| Nov 2025 | Century 21 | 12.1K | 6.3% | 6 |
| Nov 2025 | First National Real Estate | 12.1K | 6.3% | 7 |
| Dec 2025 | Ray White | 60.5K | 38.4% | 1 |
| Dec 2025 | Harcourts | 22.2K | 14.1% | 2 |
| Dec 2025 | LJ Hooker | 22.2K | 14.1% | 3 |
| Dec 2025 | Belle Property | 18.1K | 11.5% | 4 |
| Dec 2025 | McGrath | 14.8K | 9.4% | 5 |
| Dec 2025 | Century 21 | 9.9K | 6.3% | 6 |
| Dec 2025 | First National Real Estate | 9.9K | 6.3% | 7 |
| Jan 2026 | Harcourts | 74K | 29.3% | 1 |
| Jan 2026 | Ray White | 74K | 29.3% | 2 |
| Jan 2026 | LJ Hooker | 33.1K | 13.1% | 3 |
| Jan 2026 | Belle Property | 22.2K | 8.8% | 4 |
| Jan 2026 | McGrath | 22.2K | 8.8% | 5 |
| Jan 2026 | First National Real Estate | 14.8K | 5.9% | 6 |
| Jan 2026 | Century 21 | 12.1K | 4.8% | 7 |
| Feb 2026 | Ray White | 74K | 37.6% | 1 |
| Feb 2026 | Harcourts | 27.1K | 13.8% | 2 |
| Feb 2026 | LJ Hooker | 27.1K | 13.8% | 3 |
| Feb 2026 | Belle Property | 22.2K | 11.3% | 4 |
| Feb 2026 | McGrath | 22.2K | 11.3% | 5 |
| Feb 2026 | Century 21 | 12.1K | 6.1% | 6 |
| Feb 2026 | First National Real Estate | 12.1K | 6.1% | 7 |
| Mar 2026 | Ray White | 74K | 38.6% | 1 |
| Mar 2026 | Harcourts | 27.1K | 14.1% | 2 |
| Mar 2026 | Belle Property | 22.2K | 11.6% | 3 |
| Mar 2026 | LJ Hooker | 22.2K | 11.6% | 4 |
| Mar 2026 | McGrath | 22.2K | 11.6% | 5 |
| Mar 2026 | Century 21 | 12.1K | 6.3% | 6 |
| Mar 2026 | First National Real Estate | 12.1K | 6.3% | 7 |
| Apr 2026 | Ray White | 74K | 41.9% | 1 |
| Apr 2026 | Belle Property | 22.2K | 12.6% | 2 |
| Apr 2026 | Harcourts | 22.2K | 12.6% | 3 |
| Apr 2026 | LJ Hooker | 18.1K | 10.2% | 4 |
| Apr 2026 | McGrath | 18.1K | 10.2% | 5 |
| Apr 2026 | First National Real Estate | 12.1K | 6.9% | 6 |
| Apr 2026 | Century 21 | 9.9K | 5.6% | 7 |
| May 2026 | Ray White | 74K | 41.9% | 1 |
| May 2026 | Belle Property | 22.2K | 12.6% | 2 |
| May 2026 | Harcourts | 22.2K | 12.6% | 3 |
| May 2026 | LJ Hooker | 18.1K | 10.2% | 4 |
| May 2026 | McGrath | 18.1K | 10.2% | 5 |
| May 2026 | First National Real Estate | 12.1K | 6.9% | 6 |
| May 2026 | Century 21 | 9.9K | 5.6% | 7 |
| Jun 2026 | Ray White | 60.5K | 38.1% | 1 |
| Jun 2026 | Harcourts | 22.2K | 14% | 2 |
| Jun 2026 | Belle Property | 18.1K | 11.4% | 3 |
| Jun 2026 | LJ Hooker | 18.1K | 11.4% | 4 |
| Jun 2026 | McGrath | 18.1K | 11.4% | 5 |
| Jun 2026 | First National Real Estate | 12.1K | 7.6% | 6 |
| Jun 2026 | Century 21 | 9.9K | 6.2% | 7 |
| Jul 2026 | Ray White | 60.5K | 38.9% | 1 |
| Jul 2026 | Harcourts | 22.2K | 14.3% | 2 |
| Jul 2026 | Belle Property | 18.1K | 11.6% | 3 |
| Jul 2026 | McGrath | 18.1K | 11.6% | 4 |
| Jul 2026 | LJ Hooker | 14.8K | 9.5% | 5 |
| Jul 2026 | First National Real Estate | 12.1K | 7.8% | 6 |
| Jul 2026 | Century 21 | 9.9K | 6.4% | 7 |
| Aug 2026 | Ray White | 74K | 42.9% | 1 |
| Aug 2026 | Harcourts | 22.2K | 12.9% | 2 |
| Aug 2026 | Belle Property | 18.1K | 10.5% | 3 |
| Aug 2026 | LJ Hooker | 18.1K | 10.5% | 4 |
| Aug 2026 | McGrath | 18.1K | 10.5% | 5 |
| Aug 2026 | First National Real Estate | 12.1K | 7% | 6 |
| Aug 2026 | Century 21 | 9.9K | 5.7% | 7 |
| Sep 2026 | Ray White | 60.5K | 38.9% | 1 |
| Sep 2026 | Harcourts | 22.2K | 14.3% | 2 |
| Sep 2026 | Belle Property | 18.1K | 11.6% | 3 |
| Sep 2026 | McGrath | 18.1K | 11.6% | 4 |
| Sep 2026 | LJ Hooker | 14.8K | 9.5% | 5 |
| Sep 2026 | First National Real Estate | 12.1K | 7.8% | 6 |
| Sep 2026 | Century 21 | 9.9K | 6.4% | 7 |

## What is being compared

- **Belle Property**: Measured on the search term “belle property”.
- **Century 21**: Measured on the search term “century 21”.
- **First National Real Estate**: Measured on the search term “first national real estate”.
- **Harcourts**: Measured on the search term “harcourts”.
- **LJ Hooker**: Measured on the search term “lj hooker”.
- **McGrath**: Measured on the search term “mcgrath real estate”.
- **Ray White**: Measured on the search term “ray white”.

- [Belle Property](/demand/au/brands/belle-property)
- [Century 21](/demand/au/brands/century-21)
- [First National Real Estate](/demand/au/brands/first-national-real-estate)
- [Harcourts](/demand/au/brands/harcourts)
- [LJ Hooker](/demand/au/brands/lj-hooker)
- [McGrath](/demand/au/brands/mcgrath)
- [Ray White](/demand/au/brands/ray-white)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among real estate agencies in Australia?

In September 2026, Ray White was the most searched among real estate agencies in Australia, with an estimated 60.5K branded searches, 38.9% of all searches for the seven we track.

## Cite this page

Brandwave. "Real estate agencies in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-real-estate-agencies

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-real-estate-agencies. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.