Google Analytics – The Complete Website Diagnostic Tool

Services for Real Estate Pros with

It’s no secret that competing on the Internet for real estate buyers and sellers is a free-for-all.  Real estate professionals and brokerages spend a lot of time and money to try and maximize the Return on Investment from their websites. And, it’s no piece of cake.

  • Develop a website that is useful to real estate buyers and sellers.
  • Fill it with content that will present you as the local real estate expert.
  • Get the SEO right so that the visitors find the site.
  • Develop lead capture mechanisms and strategies to get their email addresses.
  • Follow up on those email prospects, sometimes for many months until they get to the closing table.

While doing all of this right doesn’t guarantee success, it certainly makes it more probable.  However, there’s plenty of room for error, and errors are made.  Drop one piece of the puzzle, and the results can be zero.  And, this is only speaking of the initial setup of the website and all of these procedures and strategies.  What about time and the changes it brings?

From the day a website goes live, it should be thoroughly tracked and analyzed.  First, there’s the measurement required to see if all of these mechanisms are set up right at the beginning.  However, even if the job was done right, real estate marketing is a moving target.  The massive changes in the Internet and social networking alone have changed the way visitors arrive at our sites, and what they want and do once they’re there.




So, we MUST measure and analyze the performance of our websites continually.  And there is a lot to analyze.

  • Where are your visitors coming from?
  • Where do they land when they arrive?
  • What pages on your site do they visit while they’re there?
  • How long do they stay?
  • From what pages do they leave your site?
  • Which of your forms are they completing and what searches are they doing?
  • What keywords and phrases are bringing them to your site?
  • How effective are your landing pages for these keywords?
  • There’s more.

When we’re talking about keywords and phrases that bring visitors to our site, it can be about more than just what’s working.  If you’re using Google Adwords and paying for clicks to get people to your site, it’s money going out for marketing.  If those clicks and visits don’t convert to closings and commissions, it’s all wasted money. You’ll want to track conversions to see if you’re buying the right keywords and realizing the full value of the visitors from those clicks.

One of the best tools out there for gathering and monitoring all of this data is Google Analytics. Though it’s considered by many to be THE tool to use, many real estate sites aren’t using it at all or are getting incorrect data because it isn’t installed or isn’t implemented properly. Bad information is in many ways worse than no information at all. Making marketing decisions based on incorrect data can create terrible results.

There is a group of real estate professionals and brokerages out there that is on top of their site demographics. They have a RealtySoft site, with Google Analytics integration done right. There are also other analytical tools in the RealtySoft system that cooperate with Google Analytics to provide a thorough view of the performance of your RealtySoft site. From the moment a visitor first arrives, through all of their travel around the site, these tools measure and track.

The site owner can make decisions based on hard data. And, the data is accurate because RealtySoft has set up the analytics tools. There’s never any doubt about what’s working and what needs to be changed to make it work better. This brings more leads, better conversions and higher commissions!



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Jennifer Chiongbian
Specializing in all types of Manhattan apts & townhouses - Manhattan, NY
Real Estate Broker - NYC

I am a total fan of Google Analytics!  I just wrote about it as well on my blog as being my faveorite business tool.  Best of all it is FREE!  People using it have to make sure to take out their ISP addresses and their developers address so the numbers are clean.

Jun 20, 2011 07:48 AM #1
Fred Griffin, on leave of absence from ActiveRain
Fred Griffin Real Estate - Tallahassee, FL
Licensed Florida Real Estate Broker

Peyman,  I am endeavoring to get a better understanding of Google Analytics.   I am taking the Online Courses offered by Google, and may attend the All-Day Seminar.

Nice Blog, thanks for posting it!

Jun 21, 2011 04:13 AM #2
Alex Heyen
Heyen Real Estate - Millard, NE

I love google.  It is so easy to see which online marketing efforts are paying off and which are not.  THis is a must for all of your sites blogs etc. 

Jun 21, 2011 04:35 AM #3
Michael Weaver
The Vearus Group - Indianapolis, IN
Real Estate + Technology

I like it!  I think that if you are serious about increasing your visibility, you should see what works and what doesn't.


If you are looking to move to Indiana, and see all the homes in Indiana for sale, I have the perfect RealtySoft site to help you. I have been able to gather all the homes for sale in the areas I service, without any difficulty at all. Clients can browse homes, get comparables, and evaluate the area for themselves just from going to my site.  Looking at homes in Indiana for sale has never been easier! 


Thanks Peyman for making this possible!

Jun 21, 2011 06:24 AM #4
Rob Kittle
Kittle Real Estate - Fort Collins, CO
"We Specialize, You Benefit!" -Kittle Real Estate

Google Analytics is awesome! I am using this to track progress on my website and it does the job well, the best thing on Google Analytics is it's FREE! You have a great service to offer will look into it.

Jun 21, 2011 01:02 PM #5
Maggie McFarland
RE/MAX Pearland - Maggie McFarland - Pearland, TX
Pearland Realtor, Homes for Sale in Pearland Texas

Great post! Congrats on your feature! I love Google Analytics - its helped me a lot with my website to see where hits are coming from!

Jun 21, 2011 01:47 PM #6
Patrick Harvey
West USA Realty - Scottsdale, AZ
We make it right for you!

Google analytics is good, and there are other tools often available on your hosting site that provide more statistics. Google stats are based on a tracking pixel, while the info you can get from the hosting provider can be more thorough.

Jun 21, 2011 02:19 PM #7
Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

I just recently implemented a Realtysoft site and am surprised at the information I am receiving through Google analytics. As you stated, this gives me an opportunity to tweek my site to reflect the searches that most people are interested in.

Jun 22, 2011 03:34 PM #8
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