har.com
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The Houston Real Estate Gatekeeper
How a regional MLS monopoly built a $65M powerhouse with near-zero organic discovery
You can't access har.com without passing a CAPTCHA, but you don't need to. The Houston Association of Realtors doesn't need you; the entire Texas real estate market needs them. This is the story of a regional monopoly so dominant it operates as infrastructure, not a product.
"When 55% of your traffic is direct, you're not a website—you're an essential utility."
The Fortress Model
HAR.com operates on the classic 'walled garden' strategy. With 4.99 million backlinks, it's not chasing SEO—it's being referenced by every real estate agent, lender, and local blog in Texas. The 39% organic search traffic is almost entirely branded: 'har.com' and 'houston association of realtors' dominate the keyword list. This isn't a growth strategy; it's a moat.
The Traffic Paradox
Here's the counterintuitive data: 3.8M monthly visits with only 39% from organic search. Most digital businesses would kill for this ratio—it means they own their audience. But look closer: 'har' has 61K monthly searches, yet 'har.com' only has 2.8K. The brand is so ingrained that users type 'har' instinctively, bypassing the need for brand discovery entirely. This is market saturation at its peak.
The tech stack is telling: Bootstrap and Google Fonts. This isn't a startup chasing features; it's a utility platform focused on core functionality. With 350 employees and $65.6M in revenue, that's ~$187K revenue per employee—exceptional efficiency for a services-adjacent business. The CAPTCHA on the homepage isn't just security; it's a filter. They don't need every visitor—just the right ones.
- Regional monopoly: 95.6% of traffic comes from undefined regions (likely Texas/Houston metro)
- Brand equity so strong it bypasses traditional SEO funnels
- Low employee count relative to revenue suggests high automation or captive market pricing
- Backlink profile rivals national portals despite being regional
Infrastructure, Not Innovation
HAR.com proves that in regulated markets, being essential beats being disruptive. They don't need to scale—they just need to exist.
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About har.com
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Technology Stack
har.com uses 2 technologies across their website including Google Fonts, Bootstrap.
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Google Fonts
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Bootstrap
Traffic & Audience
har.com receives approximately 3.8M monthly visitors and ranks #10,780 globally. The website has a bounce rate of 44% with visitors viewing an average of 7.2 pages per visit. Users spend an average of 4:51 on the site.
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