Did you know that REAL Trends now performs technology and marketing consulting? Because of this, we have access to many real estate companies’ website analytics (mostly Google Analytics). And, what we’ve found is certainly interesting. While our sample size is small, REAL Trends has seen a couple of things that standout concerning the web analytics data collected:
Facebook is King— Facebook accounts for more traffic to a broker’s website than Trulia, Zillow, and Realtor.com combined. (4.47 % total referring traffic for the three vs. 5.56% of referring traffic for Facebook) So, if your brokerage isn’t on Facebook and you don’t have an effective strategy on this medium, it’s time to take a second look.
Increase Your Pages Per Visit —The average pages per visit (a great indication of a useful website) on a broker’s website was 9.6 pages, with a low around three and a high around 15. This is definitely something to watch on your site.
Check Your Bounce Rate—The average bounce rate (which is defined by a user only viewing a single page and leaving your site) was 32 percnet with the low around 16 percent and a high of 50 percent. This is also indicative of a good website. Use this as a benchmark against your web analytics.
REAL Trends will be offering a full analysis of all web metrics in our upcoming August 2011 newsletter and will be publishing the Broker Performance Report in September 2011. (CLICK HERE to access the report.) It remain open until August 15. With the results of the Broker Performance Report, we can tie the online analytics into financial data to truly show you accountability and efficiency from your technology and marketing spends.
Travis Saxton is the marketing and technology manager at REAL Trends. Prior to operating this arm for REAL Trends, Travis was the director of online services for a newspaper consulting company. He greatly enjoys working with real estate companies adapt new cutting edge strategies and perfecting their online presence and systems. He has experience in the following areas: Websites, SEO/SEM, CRM/Lead Generation Systems, Traditional Marketing and Social Media Marketing, Real Estate Technology Consulting.
