LIFULL HOME'S
A major Japanese property portal for rentals, sales and investment properties.
LIFULL HOME'S at a glance
LIFULL HOME'S is a real estate website and one of the most visited sites in Japan, currently ranked #140 in the country. It was founded in 1997 by Not publicly disclosed and is headquartered in Tokyo, Japan. Today LIFULL HOME'S is owned by LIFULL Co., Ltd.. Our estimates put its audience at ≈ 120 million visits per month. The business earns money mainly through listing fees, advertising. Its closest rivals include suumo.jp, athome.co.jp, yahoo.co.jp.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 113 million / month | +2% |
| Q2 | ≈ 116 million / month | +3% |
| Q3 | ≈ 120 million / month | +3% |
| Q4 | ≈ 127 million / month | +6% |
Traffic sources
- Organic search39%
- Direct40%
- Paid search11%
- Referral6%
- Social4%
Audience & demographics
- Men54%
- Women46%
- Age 25-3431%
- Age 35-4427%
- Age 45-5420%
The audience is concentrated in Japan, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Japan86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 36 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Japan
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| lifull home's | 1 | Very high | Dominant |
| houses for sale | Top 10 | High | — |
| flats for rent | Top 10 | High | — |
| property prices | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Japan web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 68% mobile
- Position in country
- Among the leading real estate apps in Japan
Company information
- Website
- homes.co.jp
- Sector
- Real Estate
- Owner
- LIFULL Co., Ltd.
- Owner type
- Public company
- Founders
- Not publicly disclosed
- Founded
- 1997
- Headquarters
- Tokyo, Japan
- Employees
- 1,500+
- Ownership
- LIFULL Co., Ltd. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $400 million annual revenue (est.)
- Languages
- Japanese
- Top traffic sources
- organic search, direct, paid search
Financials
- Revenue
- ≈ $400 million annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
LIFULL HOME'S operates a real estate marketplace focused on Japan. A major Japanese property portal for rentals, sales and investment properties. Revenue comes mainly from listing fees, supported by the other lines listed below.
- Listing fees
- Advertising
Products & services
International presence
- Primary market
- Japan
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Japan)
- #140 in this index
- Sector rank
- Leading real estate site in Japan
- Global rank
- 700
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| suumo.jp | ≈ 72 million / month | #141 class competitor | — |
| athome.co.jp | ≈ 54 million / month | #142 class competitor | — |
| yahoo.co.jp | ≈ 36 million / month | #143 class competitor | — |
What is LIFULL HOME'S?
LIFULL HOME'S (homes.co.jp) is a real estate marketplace serving users in Japan. A major Japanese property portal for rentals, sales and investment properties. It ranks #140 among the most visited websites in the country in this index, within the real estate category.
Who owns LIFULL HOME'S?
The site is operated by LIFULL Co., Ltd., founded by Not publicly disclosed. The company was established in 1997 and is headquartered in Tokyo, Japan. It employs around 1,500+.
Traffic and audience
Traffic estimates place LIFULL HOME'S at roughly 120 million visits per month, about 4 million per day. Around 68% mobile of sessions come from mobile devices, and visitors view about 9.8 pages per visit with an average session of 9 min.
How LIFULL HOME'S makes money
Revenue comes primarily from listing fees, alongside advertising.
Competitors in Japan
Its closest rivals include suumo.jp, athome.co.jp, yahoo.co.jp.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1997
LIFULL HOME'S is founded in Tokyo, Japan.
- Growth phase
Expands its real estate offering and moves to a mobile-first product.
- Today
Ranks #140 among the most visited websites in Japan.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Most complete local property inventory
- Map search with neighbourhood data
- Price history and market indicators
- Direct agent contact
Cons
- Listings can stay online after being taken
- Agent fees for prominent placement
- Photo quality varies widely
- Rental scams in high-demand cities
Key statistics
Frequently asked questions
Who owns LIFULL HOME'S?
LIFULL HOME'S is operated by LIFULL Co., Ltd.. Public company structure, based on public filings and press reporting.
Where is LIFULL HOME'S headquartered?
LIFULL HOME'S is headquartered in Tokyo, Japan.
When was LIFULL HOME'S founded?
LIFULL HOME'S was founded in 1997 by Not publicly disclosed.
How many employees does LIFULL HOME'S have?
LIFULL HOME'S employs approximately 1,500+ people.
What is LIFULL HOME'S's revenue?
LIFULL HOME'S's revenue: ≈ $400 million annual revenue (est.).
Who are LIFULL HOME'S's competitors?
Main competitors in Japan include suumo.jp, athome.co.jp, yahoo.co.jp.
How does LIFULL HOME'S make money?
Mainly listing fees, advertising.
Is LIFULL HOME'S publicly traded?
LIFULL HOME'S's ownership: Public company.
How many visitors does LIFULL HOME'S get?
Third-party estimates place LIFULL HOME'S at roughly 120 million visits per month, mostly from Japan, with 68% mobile traffic.
Is LIFULL HOME'S safe?
LIFULL HOME'S is an established real estate site founded in 1997 and ranked #140 in Japan; use the official domain homes.co.jp and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementshomes.co.jp
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageJapan and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos