Rascasse Audience Intelligence

Redfin Target Market in United States

A data profile of the people who buy, follow and care about Redfin in United States — modelled from more than twelve digital signal sources. Redfin has an estimated audience of 13,984,347 people in United States.

#243among Brand in United States#190in Home & Garden

The average Redfin fan in United States is 39.8 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Washington, Illinois.

Top brand affinities include Compass, U-Haul, Nextdoor, with strongest over-indexing on Compass (12.38× the country average).

Demographically, the Redfin audience skews balanced with an average age of 39.8, and over-indexes on personality traits such as Career Orientation, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Redfin fan in United States is balanced, around 39.8 years old, with strong Career Orientation tendencies and a notable affinity for Compass.

Category: Home & Garden · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Redfin profile in United States.

Audience size
14M
in United States
Gender
53.6%♀
46.4% male
Age
39.8
average years
Country rank
#2525
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Redfin

53.6% are female, 46.4% are male, average age 39.8.

Fig. 02

Gender split

53.6%
Female
46.4%
Male
Demographic split for Redfin audience in United States
MetricValue
Female53.6%
Male46.4%
Average age39.8
Estimated audience size13,984,347
Fig. 03

Age distribution

Ø 39.8
average years
Age distribution of the Redfin audience in United States
Age bracketShare%
16-1914%
20-2923%
30-3923%
40-4922%
50+18%
Fig. 04

Worldwide distribution

87.5%

of the worldwide Redfin audience comes from United States.

Worldwide audience distribution share by country for Redfin
CountryShare
United States87.5%
China2.7%
India1.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Redfin audience in United States is strongest.

Fig. 05

Top regions by affinity

Redfin customers by region in United States
#RegionReachAffinity×
01Washington~1.5M5.25×
02Maryland~700K3.14×
03Illinois~1M2.69×
04Oregon~400K2.67×
05California~4M2.50×
06Washington, District of Columbia~90K2.12×
07Virginia~600K1.83×
08Massachusetts~500K1.73×
09Hawaii~80K1.35×
10New Hampshire~70K1.35×
11Arizona~400K1.33×
12Colorado~300K1.33×
13Nevada~200K1.32×
14Delaware~40K1.05×
15Maine~50K1.02×
16Idaho~60K0.95×
17Pennsylvania~400K0.86×
18Rhode Island~40K0.85×
19Florida~800K0.84×
20Tennessee~200K0.81×
21Georgia~300K0.79×
22Vermont~20K0.79×
23Wisconsin~200K0.78×
24New Jersey~300K0.75×
25North Carolina~300K0.74×
26Connecticut~100K0.72×
27New York~500K0.68×
28South Carolina~100K0.68×
29Texas~800K0.66×
30Utah~80K0.65×
31Minnesota~100K0.63×
32Michigan~200K0.62×
33Indiana~100K0.59×
34Ohio~200K0.55×
35Missouri~100K0.51×
36Louisiana~80K0.48×
37West Virginia~30K0.48×
38Oklahoma~70K0.46×
39Alaska~10K0.45×
40Kentucky~70K0.42×
41Alabama~80K0.41×
42Kansas~40K0.41×
43Montana~20K0.41×
44Arkansas~40K0.39×
45New Mexico~30K0.37×
46Nebraska~20K0.35×
47Wyoming~7K0.35×
48Iowa~30K0.31×
49South Dakota~9K0.30×
50Mississippi~30K0.28×
Fig. 06

Affinity by region

Affinity by region — Redfin, United States
0.28×1.00×5.25×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Redfin audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Redfin audience
#·InterestCategoryAffinity×
01Blue BuffaloPets & Animals14.80×
02CompassHome & Garden12.38×
03NextdoorInternet & Social Media6.89×
04U-HaulBusiness & Career4.53×
05realtor.comHome & Garden3.75×
06MLB NetworkSports3.34×
07MLB.comSports2.76×
08Property finderHome & Garden2.21×
09LA FitnessSports2.14×
10Real estate brokerHome & Garden1.81×
11Planet FitnessSports1.78×
12Capital OneBusiness & Career1.78×
13PregnancyKids & Family1.71×
14Facebook MessengerInternet & Social Media1.66×
15IKEAHome & Garden1.65×
16Google DriveTechnology & Electronics1.64×
17Bank of AmericaBusiness & Career1.63×
18MeditationHealth1.61×
19The UPS StoreShopping1.55×
20Mortgage loansBusiness & Career1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Redfin audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Redfin audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.48×
Design AffinityPREMIUM1.47×
Quality AwarenessPREMIUM1.32×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Redfin audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY1.02×
Early Adopter MentalityPOWER1.04×
PatriotismCONSERVATISM1.04×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Redfin's target market in United States?

Redfin's target market in United States covers an estimated 13,984,347 people, concentrated in California and Washington.

02

What is the gender split and age of Redfin customers?

53.6% of the Redfin audience are female, 46.4% are male, with an average age of 39.8 years.

03

Which brands do Redfin fans like most?

Redfin fans show strongest brand affinity for Compass (12.38×), U-Haul (4.53×), and Nextdoor (6.89×) over the country average.

04

Where do Redfin fans live in United States?

Redfin fans in United States are most concentrated in California (reach ~4M), Washington (reach ~1.5M), and Illinois (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Redfin fans also like?

Beyond Redfin itself, the audience over-indexes on U-Haul (4.53×), Nextdoor (6.89×), Blue Buffalo (14.8×), and realtor.com (3.75×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Home & Garden audiences in United States

See Redfin audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Redfin. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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