Some insiders are unsure what to make of a big jump in profits for an online real estate advertiser.

REA Group, with owns ‘realestate.com.au’ among other similar services, has posted a net profit increase of 37 per cent in the six months to December 31 2013, up to $70.7 million.

Some have said the increase shows a shift in the housing market towards renting and buying over building, other says it just shows a shift in habits as prospective homeowners move from newspaper to online searches.

Regardless, The REA Group says it is heading onward and upward into international markets. This is despite the group’s foray into two Italian property websites seeing revenue fall by 91 per cent.

Chief executive Greg Ellis said he believes the Italian business would eventually grow, despite the current challenging economic conditions.

“You've got material economic conditions that are not positive to running companies at the moment,” he said.

“We don't see it as a medium to long term environment. We see it to a short to medium term issue.

“We think it's still a good market,” he said.

The REA Group see money to be made spruiking local assets internationally.

The company reportedly plans to launch a website for Chinese customers looking to buy Australian properties.