📊 Ad portals in 2025 – where to promote real estate?
📌 Introduction
The real estate market in Poland is constantly evolving – both in terms of buyer behavior and available promotion channels. In the digital age, it is the advertising portals that are the main tool for reaching the customer – investor, tenant or property owner.
In this article – based on data from the June report “UNIREPO – Announcement Portals in Numbers 2025” – we present specific statistics, analysis and forecasts. You’ll learn which portals have the largest reach, where the best places to publish ads are, and the current state of the real estate sales and rental market in Poland.
📈 Key real estate market data 2025
June 2025 saw significant differences in the number of property sales and rental listings in Poland. Here are the highlights:
- Apartments for sale: 154,500 listings (+0.7% y/y)
- Apartments for rent: 74,500 listings (-6.5% y/y)
- Homes for sale: 98 500 (-4,5%)
- Houses for rent: 6 500 (-14,7%)
- Commercial real estate for sale: 29 000 (+8,3%)
- Commercial real estate for lease: 68 000 (-5,5%)
- Plots for sale: 200 000 (-14,1%)
🔎 Conclusions:
The rental market is showing signs of cooling, especially in the home segment. An increase in the number of residential and commercial real estate listings may suggest a shift of capital from rentals to long-term investments.
🔮 Comparison with previous years and forecast for 2026
Compared to 2023 and 2024:
- The number of apartment rental offers has been steadily declining (a total of -11% for two years).
- Housing sales have returned to pre-pandemic levels and have been growing at a steady pace since 2024.
- The land segment recorded a significant drop in supply – by as much as 14.1% y/y, which may be due to legal changes and greater restrictions on development.
📌 F orecast for 2026:
Experts predict a further increase in the number of sales announcements, especially for apartments and commercial premises. The rental market is also expected to rebound in the 2nd half of 2026 – mainly due to an influx of students and labor migrants.
🌐 Most popular ad portals in 2025
Based on the latest UNIREPO data, the ranking of the most visited classified ad sites in Poland is as follows:
🥇 OLX.co.uk
- 170 million ad views per month (real estate)
- 11.1 million user visits
- Rejection rate: 29,5%
- Mobile coverage: 64%
🟢 Main advantages: simplicity, scale, user confidence.
🥈 Otodom.co.uk
- Over 101 million page views
- 10.3 million user visits
- Average time per page: 14:30 min
- Rejection rate: 31,1%
- Mobile coverage: 68%
🔵 Preferred by investors and people buying apartments for sale in Poland.
🥉 Gratka.pl
- 21.4 million page views
- 3.6 million visits
- Great cost-effectiveness ratio for local offerings
Other portals:
- Nieruchomosci-online.pl, Domy.pl, Morizon.pl – from 1 to 3 million visits per month. Still important in the so-called marketing mix, especially for specialized listings.
🧠 Opinions of market experts
One Otodom analyst (anonymously, for the report):
“Although traffic in the rental market is declining, there is still great interest in the segment of apartments up to £3,000 in college towns. Demand for small business commercial real estate is also growing.”
Investment agency expert (quoted in UNIREPO report):
“Prices are high, but ROI in major cities still exceeds 5%, especially when buying apartments for short-term rentals.”
💼 Typical mistakes of investors
- ❌ Publish on only one portal – reduces the reach of the ad by up to 70%.
- ❌ Lack of analysis of incremental costs – especially for commercial real estate investments.
- ❌ Failure to take local trends into account – such as dynamically growing neighborhoods in Wroclaw or Gdansk.
📌 ROI and costs – real investment examples
Example 1:
Two-room apartment in Poznań, purchase price: PLN 540,000, long-term lease: PLN 3200/month
- Gross ROI: approximately 7.1%
- Net of tax, depreciation and fees: Net ROI ~5.6%
Example 2:
Commercial premises 45 m² in Wroclaw, price: 620 000 PLN, rent: 3900 PLN/month
- Net ROI: 6.1%
- Average rental time: 2 months after publication of the ad
📣 Summary and invitation to contact
As you can see, ad portals remain the primary tool for reaching potential customers. Their appropriate choice, the content of the ad and a strategic approach to promotion can significantly reduce the time it takes to sell or lease a property.
Would you like us to help you sell or rent your property?
👉 Contact us at Atlant Estates – we will prepare a quote, optimize ads, advise and guide the entire process from A to Z.
