Brandwave

Barfoot & Thompson vs Harcourts:Which is more popular in New Zealand?

In September 2026, Barfoot & Thompson and Harcourts were level in searches among residential real estate agencies in New Zealand, with an estimated 18.1K versus 18K branded searches, at 17.6% and 17.5% of the total. When we asked ChatGPT and Google AI Overviews about residential real estate agencies, Harcourts appeared in all four answers and Barfoot & Thompson in three. Harcourts was mentioned before Barfoot & Thompson in three out of four answers.

Among residential real estate agencies in New Zealand in September 2026

Who do people search for more?

Barfoot & Thompson and Harcourts are searched for about as often as each other.

Barfoot & Thompson 18.1K searchesHarcourts 18K searches

Who does AI mention more?

Harcourts, mentioned in every answer we collected

Harcourts in 4 of 4Barfoot & Thompson in 3 of 4

Who does AI recommend more?

Harcourts, named ahead of Barfoot & Thompson in 3 of 4 answers

Harcourts first in 3Barfoot & Thompson first in 1

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Top residential real estate agencies in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Harcourts appeared in all four answers. Barfoot & Thompson was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Harcourts was listed before Barfoot & Thompson in three out of four answers.

Most recommended by AI

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

  1. Harcourts1st
  2. Barfoot & Thompson2nd

Mentioned by AI

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

  • Harcourts4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Barfoot & Thompson3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers

See every answer about residential real estate agencies

4 answers

  • Asked ChatGPT

    “Which residential real estate agency should I hire in New Zealand?”

    1. 3Harcourts

  • Asked ChatGPT

    “What are the best residential real estate agencies in New Zealand?”

    1. 1Harcourts
    2. 4Barfoot & Thompson

  • Asked ChatGPT

    “What's the best residential real estate agency in New Zealand for a house?”

    1. 2Harcourts
    2. 4Barfoot & Thompson

  • Searched Google, AI Overview

    “residential real estate agency”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “real estate agents nz”

    1. 2Barfoot & Thompson
    2. 4Harcourts

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Barfoot & Thompson or Harcourts more popular in search?

This chart shows how often people search Google for Barfoot & Thompson and Harcourts by name. Each line represents a brand's share of searches for all 15 residential real estate agencies we track, month by month, from searches in New Zealand.

Barfoot & Thompson and Harcourts among residential real estate agencies in New Zealand, by month

Share of searches by month for Barfoot & Thompson, Harcourts. The figures are in the table below the chart.

View monthly share of searches table
MonthBarfoot & ThompsonHarcourts
Nov 202519.8%16.1%
Dec 202517.6%17.6%
Jan 202620.6%17.1%
Feb 202619.2%16%
Mar 202622.1%17.9%
Apr 202618.4%18.2%
May 202617.3%17.3%
Jun 202618.5%18.2%
Jul 202619.6%16.1%
Aug 202618.3%18.1%
Sep 202617.6%17.5%
Oct 2026——

How has branded search for Barfoot & Thompson and Harcourts changed in New Zealand over the last 12 months?

3 findings

How did search popularity change for New Zealand residential real estate agencies in September 2026?

2 changes

  1. In September 2026, Barfoot & Thompson lost share of searches among residential real estate agencies in New Zealand, from 18.3% to 17.6%.

  2. In September 2026, Harcourts lost share of searches among residential real estate agencies in New Zealand, from 18.1% to 17.5%.

How are Barfoot & Thompson’s and Harcourts’ branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Barfoot & Thompson’s and Harcourts’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Barfoot & Thompson

3 branded search terms

  • barfoot & thompson
  • barfoot and thompson
  • barfoot thompson

Harcourts

8 branded search terms

  • harcourts
  • harcourts agents
  • harcourts blenheim rentals
  • harcourts hamilton
  • harcourts nz
  • harcourts real estate
  • harcourts rotorua rentals
  • harcourts tauranga

How the Brand Demand Index is measured

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