Real estate marketing using the internet can be a boom or bust! Realtors are wise to track their online marketing so they can build on areas of success and generate real estate leads faster and cheaper.
Google Analytics is widely recognized as the top tool for analyzing the traffic coming to your real estate website. While the tool is very simple to use, many agents open Google Analytics for the first time and have no idea where to begin!
Are you ready for the big secret of real estate marketing and Google Analytics? Never open the application unless you have a very specific question in mind. Walking blind into Google Analytics is the equivalent of flipping open a Bible, pointing to a verse, and using it to make a big decision!
Always lead with a question on real estate marketing website:
Where do most of my visitors live?
Are there trends pointing towards international investors, popular relocation patterns, second home buyers, or urban migration? Use the Map Overlay feature to see where your visitors come from. It might be time for you to utilize more blogging and pay-per-click advertising in your real estate marketing to target those buyers.
How are people finding my website?
Direct traffic is good, but organic search traffic from Google is great! Once people start finding your real estate website using specific terms relating to neighborhoods, schools, and other local information, it means your Search Engine Optimization tactics are starting to take root.
Which keywords are people using to find my real estate website?
Look for the non-obvious keywords that people are looking to find your website. These should still be related to the housing market. Start building those words into blogs, Google AdWords campaigns, and your website structure to strike new sources of real estate leads.
We invite you to connect with others in the real estate marketing community through the Internet Marketing Specialist Designation (IMSD). Join the conversation on Facebook or visit our website to learn more about how IMSD can take the guesswork out of online real estate marketing.