FDV classifieds performance

Hi everyone,
I've spent some time last night analysing the website metrics for all of FDV's assets to get a clearer understanding of their level of quality. Below is a bit of a summary of my findings. Bear in mind the summary is based solely on the performance of their website in terms of how people interact with it (pages visited, visit duration, bounce rate, paid vs organic etc). No consideration is given to revenue which is covered in FDV's quarterly reports. This is just to provide a different insight into the level of engagement people have with their websites.

Website performance stats of major successful websites such as realestate.com.au, carsales.com.au and trademe.co.nz were also used as benchmarks for comparison. The stats compared are user engagement, not visitor numbers.

Classifieds
For their property classifieds, I used realestate.com.au and domain.com.au as a benchmark for comparison and found that Zameen just kicks ass on all metrics. People on average spend 40% more time on Zameen than they do on realestate.com.au. They also visit 30% more pages on Zameen than they do on realestate.com.au.

Infocasas Uruguay performs close to realestate.com.au but Infocasas Peru struggles with half the visit duration, half the page visits and almost double the bounce rate (people visiting the landing page and then leaving) than that for realestate.com.au.

Other notably good performers are lankapropertyweb and encuentra24 with some solid stats, while fincaraiz has some mixed results with some figures better than realestate.com.au and some worse.

Just for fun, I checked out propyz.vn which FDV previously sold and if the current performance figures for propyz is anything to go by, it explains why they got rid of it. The total number of visitors is tiny, and maybe it's just a covid thing but the website visitors has been in rapid decline since May. All other metrics are terrible - very low number of pages visited, only two minutes spent on average per visit and a very high bounce rate with 2 in 3 people not going any further than the landing page. Maybe it turned bad after the sold it, I don't know but the current states for this one makes me glad FDV no longer owns it.

Automotive
The website metrics for Carsales.com.au were what I used as a benchmark for comparison. Pakwheels had stats that were good and close to that of Carsales. Moteur.ma was a bit further back while Autodeal.com.ph had very low page visits and pages per visit making it clearly the worst of the lot. carsdb.com could not be compared because of a lack of data.

I also did a comparison between these automotive classifieds with that owned by iCar Asia in Malaysia, Thailand and Indonesia which was also very eye opening. iCar Asias Indonesian portal had terrible stats, their Malaysia website was good (imo) but significantly below that of Carsales. One2car.com (Thailand) however, had some pretty decent performance stats.

General classifieds
I compared avito.ma and yapo.cl with the website performance stats of Trademe.co.nz which is the market leader in New Zealand. While Trade Me had superior performance stats on all measures, avito and yapo were not far behind. Interestingly, 15% of all traffic to Trade Me was through search, and of that, 20% was a from paid search. Avito.ma's traffic from search was 100% from Organic search results while yapo had 98.58% of their traffic from organic search results.

Conclusion:
- FDV's websites in general have some very good performance stats, with Zameen having comparably exceptional stats, better than that of realestate.com.au. People that visit Zameen, spend more time on it, and view more pages. Just looking at these figures alone, you know it's game over in Pakistan and Zameen is just on a runway to growth, growth, growth.
- There are some other notably very good performers (Infocasas Uruguay, lankaproperty, pakwheels, encuentra24).
- Avito and Yapo actually also look very exciting when compared to Trade Me in terms of performance.
- Infocasas is a mixed bag, strong in Uruguay, Paraguay (though with very low number of visitors in total)

The bottom line is that while Zameen is clearly the star in FDV's portfolio by a long shot, the website performance of their other websites suggests that while there are a few that are struggling, there's also a surprising number that are doing well suggesting there are other valuable gems emerging from the pack as well.

Hope you find this a useful perspective.