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How should agents measure online success?

07 December 2016 Tim Neary

Digital marketing is transparent. An inquiry from your website clearly has come from your website and 1,000 views on Facebook means 1,000 views. There is less guesswork online, but what key things should you be watching out for?

Digital marketing is transparent. An inquiry from your website clearly has come from your website and 1,000 views on Facebook means 1,000 views. There is less guesswork online, but what key things should you be watching out for?

Social media specialist and Knackmap founder Josh White says those who want to maintain a healthy sales funnel online need to measure four measures:

1. Targeted reach
2. Clicks to a listing
3. Brand awareness
4. Inquiries

Mr White says online marketing offers a “second to none” capacity to not only reach goals for these metrics, but also to measure the results.

“Targeted reach can be measured within analytics dashboards of each social media platform like Facebook,” he told REB.

“Clicks to a listing are easily identified on your social media channels, but also verifiable on your listings on realestate.com.au, domain.com.au or on your website by using Google Analytics.

“Inquiries can be measured simply by the number of genuine leads you have seen come through to your inbox.”

Mr White said by tallying your reach, clicks and inquiries for each listing or month, you will be able to identify which online activities are affecting each metric.

“Finally, brand awareness is an important metric to assess how many people are seeing your brand on a regular basis, not just your listings,” he said.

“Seeing where this awareness is coming from will allow you to determine whether or not your brand is likely to be noticed.”

Mr White said agents want to see their marketing efforts working and streamlined into their business processes.

“Simple processes and automation, ease of implementation and reporting with substance and visibility are crucial to allow you to know what is working and what isn’t.”

How should agents measure online success?
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