The value of tracking your brokerage’s email, web, and social analytics

June 12, 2019

Our 2018 DNA of #CRE Marketer Survey found that many real estate marketers don’t track website, social, or email analytics. But for your firm’s marketing to be as successful as possible, it’s important to pay attention to the data behind it.

Here’s what you can do with your email, web, and social media marketing analytics to help take your marketing to the next level:

Create more effective emails

Email marketing is an industry best practice, with 90% of the 2018 DNA of #CRE Marketer Survey respondents saying they used it to promote property listings. However, our survey also found that a third of respondents weren’t sure what their average open or click-through rates were for the emails they sent.

There is a huge opportunity for CRE marketers to measure their email analytics and use that data to target the right audience at the right time with the right messages. When you monitor your email analytics, you can answer questions like:

When you have the answers to those questions, you can create emails that you know will be as engaging as possible for your audiences.

Bring in more web traffic with good content

In the 2018 DNA of #CRE Marketer Survey, 42% of marketers said their company hosted a blog, and 53% said they created content like white papers, infographics, and other reports. But when it came down to whether that original content actually attracted more visitors to their websites, about 40% didn’t know.

When done well, blogs and thought leadership content relevant to your firm’s niche can help improve your website’s SEO ranking. That means your site will appear higher on a search results page when someone looks for relevant topics.

Why spend the time writing blogs and creating other content if it’s not bringing in web traffic? Tracking your web analytics can help you assess which of your site’s pages and blog posts are attracting the most viewers, and which pages visitors stay on the longest. You can use what you learn from that data to continue to create content you know readers really care about.

Get better ROI from social media

Our DNA of #CRE Marketer Survey found that 66% of respondents marketed their firm’s listings on social media.

Of those respondents who didn’t promote their company listings on social media, 40% said it was because they used social media only for company presence. When you track your social media analytics, you can detect whether your audience is more interested in posts about specific listings, or your company’s thought leadership and news. With this information, you can change your strategy for posting in a way that will help you get the results you’re looking for.

More marketers than ever—57%—used social media ads to promote their firm’s property listings in 2018. When you know which ads on which platforms are helping you get the most leads for properties, you can shift your ad budget to increase your ROI. Depending on your firm’s niche, one platform may deliver a better ROI than another. Of the 2018 DNA of #CRE Marketer Survey respondents, 23% said they saw the best ROI on LinkedIn, and 22% said their best ROI was on Facebook.

To learn more about best practices and opportunities for CRE marketers, download the 2018 DNA of #CRE Marketer Report, or contact our team to talk about how you can take your firm’s marketing to the next level.

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