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Sign into your account3 Ways to Use Data You Have Today to Better Understand Your Customers
July 07 2016
If you have an effective real estate website, it will engage visitors, guide them through their buying or selling process, and ultimately convert those visitors to prospects for your agents. But what if your website could do even more? What if your site and the tools you use to drive people to your site could inform you about the thoughts, desires, and values of your future customers?
Websites don't have to be one-sided. If you really start to understand how people interact with your company online, you can access a wealth of information that will help your agents prioritize leads and close more deals.
1) Analytics
Use web analytics to gain insight on how people find and interact with your website. Analytics can be overwhelming – there's too much information here. But if you look at just a couple of key indicators, they can help you prioritize messaging, segment your visitors by interests for more effective outreach, and ultimately increase conversions.
- Hot Days: Identify which days of the week are most active. These are the days your customers are telling you they are interested in thinking about their future home.
- New versus Returning: You can easily break down this information based on new or returning visitors. Returning visitors may be deeper in the sales cycle and might have different tendencies.
- Demographics: Who's viewing your website? Using analytics, you can determine the location, age, and gender of your viewer. Understanding your demographic is essential to curating and targeting your message.
- Interaction: Using analytics, you can see what pages people stop on, and for how long, their navigation history, and with what kind of device (e.g. mobile/desktop, Windows/Mac, Chrome/Firefox). This kind of data is invaluable in customizing and optimizing the value of your website.