Do you hold the purse strings to a home builder marketing budget?
If so, maybe you’re familiar with this scenario: You ask, “Where did all my money go?” Someone enthusiastically reports, “We had 1,134 unique page views last month!” You think a minute, look at the zeros on your sales report, and ask again, “Where did all my money go?” Someone, now a bit indignant, repeats slowly and loudly with exaggerated pronunciation, “One thou-sand, one hun-dred, thirty four page views…”
Page Views Aren’t Commission Checks
Whether you work on commission or rely on a sales force that does, it’s easy to get frustrated with real estate internet marketing when it doesn’t translate directly and immediately into sales. 874 website visitors? Great. 1,200 page views? Super. But if your sales office is empty and your escrow log is blank, then it’s time to create some benchmarks of performance for your real estate internet marketing strategy, starting with your real estate website.
Website Traffic is Meaningless
Well, ok not really. We love website traffic. But in and of itself real estate website traffic is not that hard to get. Throw a few thousand dollars at an unresearched Pay Per Click campaign and you will see what I mean. Easy.
Website traffic is the first step to the five key conversion points of the new home sales funnel, but without high quality traffic it’s unlikely that visitors will convert to leads or sales office visits. How much time are visitors spending on your home builder website? How many pages are they viewing? Which referral sites send the highest quality traffic, and where can you cut costs?
If you hold the purse strings to a home builder marketing budget, then access to a tool such as Google Analytics is your best defense to track how effectively your dollars are being spent.
Find out more: 5 Basic Metrics for Home Builder Websites
One Comment on "Page Views and Purse Strings"
Great post. Web traffic is important, but it has to be managed through to turn into physical traffic in the sales office. Too many business owners believe that acquiring internet traffic is the goal. Thanks for this insight!