What is the main thing agents want from their marketing? Well it doesn’t take a blog to work that one out.
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 an Agent to know what is working and what isn’t (plus the ability to make the necessary changes).
Digital marketing is incredibly transparent. An enquiry from your website about a listing has clearly come from your website. 10,000 views on Facebook means 10,000 views. There is much less guessing and estimation of results on digital, plus clear attribution for results.
So, what should agents be looking to measure online?
For those who are looking to maintain a healthy sales funnel online, there are 4 key metrics that you should measure:
- Targeted Reach
- Clicks to a Listing
- Brand Awareness
Amongst your various digital marketing campaigns, platforms and assets, online offers second to none capacity to not only reach goals for these metrics, but also the ability to measure the results.
Targeted Reach can be measured within analytics dashboards of each social media platform like Facebook.
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 (you can use Google Analytics, if you aren’t already).
Enquiries can be measured simply by the number of genuine leads you have seen come through to your inbox!
By tallying your reach, clicks and enquiries for each listing or month, you’ll be able to identify over time which of the various online activities are affecting each metric, and whether or not certain refinements to your strategy are leading to better results.
Finally, brand awareness is an important metric to assess how many people are seeing your brand on a regular basis, not just your listings. Seeing where this awareness is coming from will allow you to determine whether or not your brand is likely to be noticed and acknowledged.