Overview Leaderboard Methodology
Industry Report

National Listing Portals

Large, consumer-facing property marketplaces that list residential real estate nationwide and provide search, agent listings, and advertising services.

Brands tracked: 42
Brands analyzed: 42
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 317
Total responses: 1,645
Top Brand Overall?
Zillow
90/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Apartments.com
88

Highest score on the LBA metric in this industry.

Authority Leader?
Zillow
100

Highest score on the Authority metric in this industry.

TOM Leader?
Zillow
100

Highest score on the TOM metric in this industry.

Zillow is the default answer in AI responses for National Listing Portals

Zillow and Realtor.com together dominate AI responses for National Listing Portals. Both brands consistently surface unprompted, with the model treating them as the default answers for most category queries. Brands outside the top two face a structural disadvantage: users are usually given these two before the model even considers alternatives.

Brand Leaderboard All 42 National Listing Portals brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Zillow
zillow.com
 73
100
100
90
2
Realtor.com
realtor.com
 80
77
96
84
3
Redfin
redfin.com
 79
63
90
77
4
Homes.com
homes.com
 51
27
79
48
5
Trulia
trulia.com
 70
11
78
42
6
Apartments.com
apartments.com
 88
9
35
32
7
Coldwell Banker
coldwellbanker.com
 84
8
17
25
8
LoopNet
loopnet.com
 75
7
16
22
9
Century 21
century21.com
 65
6
16
21
10
Daft.ie
daft.ie
 83
8
8
20
11
HotPads
hotpads.com
 65
7
14
20
12
Keller Williams
kw.com
 63
6
15
20
13
realestate.com.au
realestate.com.au
 85
9
9
20
14
Craigslist
craigslist.org
 77
8
8
19
15
Homesnap
homesnap.com
 63
6
14
19
16
Idealista
idealista.com
 77
8
8
19
17
ImmobilienScout24
immobilienscout24.de
 80
8
8
19
18
Rightmove
rightmove.co.uk
 78
8
8
19
19
Hemnet
hemnet.se
 72
7
7
18
20
Property Finder
propertyfinder.ae
 72
7
7
18
21
Property24
property24.com
 75
7
7
18
22
Bayut
bayut.com
 70
7
7
17
23
Fotocasa
fotocasa.es
 69
7
7
17
24
Housing.com
housing.com
 69
7
7
17
25
Immoweb
immoweb.be
 72
7
7
17
26
Magicbricks
magicbricks.com
 71
7
7
17
27
Movoto
movoto.com
 41
4
21
17
28
SeLoger
seloger.com
 68
7
7
17
29
Trade Me Property
trademe.co.nz
 68
7
7
17
30
Zoopla
zoopla.co.uk
 70
7
7
17
31
99acres
99acres.com
 64
6
6
16
32
Apartment List
apartmentlist.com
 66
7
7
16
33
Zumper
zumper.com
 66
7
7
16
34
NoBroker
nobroker.in
 61
6
6
15
35
Bien'ici
bienici.com
 55
6
6
14
36
Casa.it
casa.it
 56
6
6
14
37
Domain
domain.com.au
 56
6
6
14
38
Leboncoin Immobilier
leboncoin.fr
 58
6
6
14
39
OnTheMarket
onthemarket.com
 57
6
6
14
40
Funda
funda.nl
 50
5
5
13
41
Imovirtual
imovirtual.com
 52
5
5
13
42
Compass
getcompass.ai
 35
4
7
11

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 317 shared National Listing Portals prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 317 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →