Understanding how buyers behave online is critical to any real estate development marketing plan. One of the biggest trends we are seeing right now is a shift in buyers increasingly going to Zillow over Google for real estate searches. We speculate this shift is due to the desire to get information more quickly through niche search engines over general search engines.
With that said, there are still millions of real estate searches driving high-quality traffic to sites from Google. The takeaway here is to cast the widest net possible without allowing the quality of your traffic to be compromised.
Response method refers specifically to the medium used by a person to respond to something. Some examples of response methods are:
The effectiveness of a digital campaign is often measured only by online leads even though it may have generated many phone calls, walk-ins, and referrals, which are less easily tracked. There are a variety of ways to optimize for alternative response methods to online registrations like by adding phone extensions or the physical address, using call-only ad formats, and putting other calls to action to the digital ads.
However, all this must be done through the extensions section in AdWords to properly work. We have received feedback that optimizing by response method, the real estate development sales and marketing teams are receiving higher quality leads.
Given the way people search for real estate online and how they respond, it is important to have a balanced plan that has the proper tracking implemented upfront for a successful real estate development marketing strategy. This involves the implementation of Google Analytics tracking codes
and lead tracking through goals in Analytics. If you do not have this implemented correctly, you won’t be able to optimize your media mix accordingly. On the plus side, once completed, you generally do not have to change it.
Lead tracking set up with goals is normally structured to track leads who register online, fill out contact forms, and then get redirected to a thank you page after submitting the contact forms. Having this tracking in place will allow you to track online lead source, lead volume, and lead quality
By Chad Martin