As a real estate marketer, you know that today, no one can realistically stand up to the competition without a website. But simply having a site to showcase your brokerage and your listings is just the beginning. You might be looking at your site, thinking “now what?” As modern and sleek as your site may be, the design is only the first piece to an even greater puzzle. In order to truly know how your site is impacting your business, you want to start tracking your real estate website metrics that impact your site’s health and performance.
You want to look at all of the major platforms you are using to track the data your site and marketing efforts are generating. Typically, you can find the website metrics that will help you determine how your real estate site is performing within your Google Analytics account. However, if you use a real estate marketing automation platform like Boston Logic, you also want to take those numbers into account to help you paint a more complete picture of your site’s health.
For starters, it’s important that you know how much traffic your website is generating on a weekly, monthly, or quarterly basis when looking at your real estate website metrics. As a general rule of thumb, your site traffic can help you see if your brokerage’s business is growing, declining or remaining static online.
You can break down your site visitors into new vs. returning to further see what strategies you need to adopt in order to maintain a healthy balance of new and returning customers.
For example, you might find that most of your site visits are generated from returning customers. And that’s great; it means you’ve built trust and loyalty with your audience. But you still want to tap into the new visitor market that you might be missing by developing plans and tactics that will help you draw in those users, and keep them on your site so that you can convert them.
You may know how many visits your site is getting, but it’s even more important that you understand where the traffic is coming from. To figure this website metric out, you want to take a look at your traffic sources. Doing so helps you understand where to focus more of your marketing efforts and dollars to get the best ROI for your brokerage.
This is another one of your real estate website metrics that is fairly simple to find using a tool like Google Analytics. Google Analytics typically breaks your traffic sources down into 4 broad categories:
You can take your traffic source information a step further, and create custom reports. For instance, one simple report you want to create is leads generated by traffic source.
Pro Tip: If you want to track other mediums and sources for your marketing campaigns you can also create custom Google Analytics campaign parameters. This data will also feed into your Google Analytics, allowing you to see how your campaign efforts impact your business.
Do you have a blog that you’re pouring content into, but are still unsure if that’s where you should be focussing your time? Within GA’s Behavior tab, you can go through each of your individual site and landing pages and see which are performing best. This helps you know which pages are successful at drawing in and keeping traffic, and which need some work.
This is the average length of a user session. You’ll want to see a long session duration. The more time spent per session, the more engaged your visitor is and more likely that they will choose your brokerage for buying, selling or employment. In terms of your website’s performance, longer overall session durations usually indicate more serious, qualified site visitors.
Bounce rate is one of the most important real estate website metrics you can measure, as it tells you the percentage of users who leave you site after viewing only one page. Kind of like a shopper taking one look at a store and walking out the door.
On certain pages, like contact landing pages, you can expect higher bounce rates since the viewer may likely spend time browsing your site, then fill out what is needed on that contact request landing page, and then leave your site. However, on your other site and blog pages, you want to try to keep your bounce low, since you want the people viewing these pages to continue browsing on your site.
Conversion rate (unique visitors / conversions) is another important website metric to keep track of. In Google Analytics, conversions are configured when you create goals.
Increasing your conversion rate can have a huge impact on your site’s overall profitability. The metric tells you how good your site is at getting a visitor to complete an action, like a contact form submission, that is valuable to your business.
Ideally, you want to have high conversion rates, this means you are attracting the right audiences, and that your calls to action are paying off.
After you look at your conversion rates, you want to pull a conversion by traffic source report. When you know which sources are bringing in the most converting visitors to your site, you can optimize your marketing strategies to target your most valuable sources.
Site speed has an adverse effect on your SEO and overall site health. Typically you want 5 seconds or less, any more and a large percentage of users will bounce from your site without even giving it a chance. If you need to speed up your site, check out the linked resource!
These are just a few website metrics you want to track. Keep in mind, you still want to look at metrics like cost per conversion, customer lifetime value, exit pages and more! Once you take a deep dive into your website metrics, you’ll have a better understanding of how to use them to compliment your business strategies. Want to learn more about Google’s tools? Download our free Google Tools eBook!
Editor’s note: This post was originally published in 2016 and has been updated for accuracy and comprehensiveness.