Once you have developed an effective real estate marketing plan, it is tempting to become complacent and coast along. Resist the urge! A successful real estate marketing campaign cannot be run on autopilot; you need to measure the effectiveness of your strategies on an ongoing basis so you can learn and implement the best approaches to engage your target audience. If you have followed along with the step by step real estate marketing guide in our last three blogs, you have now established, developed, and implemented an effective real estate marketing campaign. Your journey is not over – now it is time to stop, reevaluate your marketing strategies to see what is working, regroup, and start again. A generalized review can leave you drowning in a sea of data, but if you approach each review with a specific set of questions in mind, you will be able to get actionable intelligence to direct your marketing efforts.
- Review Google Analytics
Google Analytics can give you an enormous amount of data about the effectiveness and reach of your website. It can also help you judge the effectiveness of your other marketing strategies by showing you key information about your real estate website traffic.
- Where is your traffic coming from? Traffic can come from so many places – web searches, social media platforms, your blog, third party websites, direct traffic… learning which outlets are driving traffic to your real estate website will help you judge the effectiveness of your social and other real estate marketing strategies.
- What content holds visitors’ interest? What pages are visitors looking at, how long are they spending on each page, and where are they when they leave your site? This information helps you judge whether content is effective, needs some “freshening up,” or requires some key adjustments to keep visitors on your site longer.
- What traffic sources are generating conversions? Are your traffic sources valuable ones that will generate real estate leads, or are they just attracting casual viewers that leave without giving you their information? Identifying the sources that produce the most conversions will let you know where your marketing efforts and budget can best be spent.
- Review Google Webmaster Tools
Google Webmaster Tools can provide you with a myriad of valuable data, but you can successfully maximize your real estate SEO campaign using just the information it provides on the following key factors:
- Where are your keywords ranking? Learn current and average keyword rankings, top search queries, organic search impressions, click-through rate (CTR), and more; leverage this information to direct your SEO efforts.
- How is your content ranking? Compare your best and worst ranking content and adjust meta description tags and keywords as needed.
- Review Facebook Page
A few key questions will show you if your Facebook page is performing as desired; if you are not attracting a high number of likes and engaging your target demographic, you should overhaul your real estate social media marketing strategy to make it more effective.
- Are you getting any likes? Earning a large number of likes shows you are successfully posting interesting and relevant content.
- How many new fans do you have? The number of new fans, along with their demographics, will show you how well you are reaching your targeted audience.
- How many visitors clicked on your content? Find out how engaged your visitors are, determine the type of posts that are most popular, and adjust your future posts, pictures, and video to give the people what they want. Remember, it is easy to ditch a poorly performing Facebook campaign – every post gives you the chance for a new beginning!
- Review Twitter Handle
Evaluate the performance of your Twitter strategy and decide what to keep, what to revise, and what to scrap. You can gain an accurate evaluation through the answers to a few basic questions:
- Who is following your campaign? Look at the online profiles of your followers; based on the language they speak, their location, the site they came from, etc., you can determine if they are the demographic you were trying to reach. If they are not, it is time to change up your Twitter campaign.
- Who are you following? Carefully curate your timeline so that it is tailored toward your goals. If someone you follow begins tweeting content that is inappropriate or will damage your company’s image, you need to unfollow them quickly.
- Who is retweeting your tweets? This will show you the reach your Twitter campaign has – or doesn’t have. If your messages are not being widely retweeted by your target audience and fellow real estate professionals, try making a change in the content, tone, or timing of your tweets.
- Review Blogs
Establishing an audience for your real estate blog can take some time; once you have a solid 3 or 4 weeks of posts up, measure the effectiveness of your blog by finding out:
- Who is reading your blog? Looking at where your blog traffic is coming from will help you develop marketing personas that accurately reflect your blog readers, and show you where your marketing efforts are best spent.
- Who is commenting? Comments on your real estate blog show engagement with your visitors – and knowing who is commenting lets you know if the audience you are reaching is the one you were aiming for.
- Which websites are linking back to your content? Inbound links are a good way to measure the authority of your blog; if other real estate agents and companies are linking to your blog’s content, you are on the right path.
- Review Email Blasts
Basic email metrics can help you measure the effectiveness of your individual email blasts so you can see if they are having the desired impact.
- Who is opening your emails? The opening rate measures recipients’ interest in the From and Subject lines of your emails; by examining who opens your email, you can judge how well you have crafted these fields to intrigue particular groups into investigating your message.
- Who is clicking through? This will show you which groups found your content and descriptions compelling, and which require a different approach.
- Who is engaging with you? Engagement is the ultimate goal of your email marketing campaign; once you know with whom you are engaging, you will know which strategies to continue and which to scrap.
- Review Online/Offline Social Networking
Since the goal of social networking is building personal connections, a meaningful review requires you to assess your progress from a qualitative rather than a quantitative perspective.
- Where are your strongest connections? Look at the contacts that you have made through social networking; where and how did you meet the ones you interact with regularly about non-business related subjects? Determining where and how you have built the strongest connections will reveal the arenas where your social networking efforts are succeeding as well as the ones where you need to make more of an effort.
- Review Off Website Articles
Monitoring the success of your off website articles can be a little difficult without access to the analytics data from the sites on which they are published, but there are still ways of determining your articles’ reach that will allow you to perform a meaningful review.
- Which articles are getting the most comments? Check the number of comments each article receives to judge the level of viewer engagement.
- Which articles generated the most links back to your website? Examining your best and worst performing articles will help you construct pieces that are more effective. Compare the link-generating performance of your articles on various websites to determine which forums are worth pursuing in the future.
- Review YouTube
The basic structure of YouTube makes it easy to assess the success of your video marketing efforts. You just need the answers to two basic questions:
- Which videos have been watched? The number of watches you amass shows the reach of your video marketing efforts.
- Which videos have generated the most comments? The number of comments is an indication of the amount of viewer engagement each video engendered. Taken together, these answers will show you the elements that achieved the greatest viewer response. Leverage this information to shape the subjects and direction of your future real estate video marketing efforts.
- Review, Adjust and Start Again
Once you perform your real estate marketing review, keep your marketing successes going by tweaking and adjusting your marketing strategies as needed. If you commit to performing these reviews and adjustments on a continuing basis, you will soon have the best real estate marketing campaign for your market up and running with a constant stream of leads.
For more valuable tips and top real estate marketing ideas, turn to the real estate marketing experts at For Sale Marketing. Our skilled staff can review your current marketing strategies and develop an effective, multifaceted real estate marketing campaign that will secure your future success.
Contact For Sale Marketing today at 954-779-2801 for comprehensive real estate marketing services to ensure your real estate marketing campaign is a long-term success!