With few exceptions, all
consumers will use the Internet in some way to influence them in the purchase
or sale of their home, their car, their cell phone, their computer, and
sometimes even their spouse. Every consumer facing business today must offer
information over the Internet about his or her products and services. Real
Estate knows this.
Through our investigation of
1.5 million people using broker websites, we can offer these suggestions that
will help brokers understand how their website impacts their business.
Very few new customers come
from the Internet. New customers come from all of the places they traditionally
have come from – your brand
referrals, yard signs, business cards, and advertising. Fifteen years ago the telephone
was the primary source of contact between a consumer and a broker. Today, the Internet is replacing the
telephone as the first point of contact.
Web traffic on broker sites confirms this: 69% of visitors to broker websites type the
website address into the browser.
More astoundingly, if
visitors do not remember your website address, they are likely to go to a
search engine and type in key words that include you or one of your agent’s
names. Although technically this
would be included in search engine traffic, because they are looking for your
company, you should be mindful that they are also visiting your site as a
result of your brand. Of the 20% of your
website traffic that comes from Search Engines, 78% of them are searching for
Hence you can add
an additional 16% to the number of visitors who type in the URL of your website
to conclude that 85% of all traffic to your website already know you.
The combined efforts of website marketing, which include Search Engine Optimization, Pay-Per-Click,
Online Advertising and Listing Syndication are all focused on 15% of your
For the entire study, please visit our website, WAVgroup.com
and navigate to the reports tab in the top menu.
here to download the complete study now.
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