Words: Ashley Rigg
Published: 8th June 2011
*Just 3% of enquiries come from agent websites, study finds
A study by the National Association of Realtors (NAR) in the US has found that on average agents generate just 3 leads a month (3% of the total) from their own websites.
The results are surprising given the results of a recent
Global edge study which found search engine optimisation (driving buyers to your own website) was the second most effective marketing channel behind customer referrals.
The lack of investment by US agents in their own websites partly reflects the fact that almost all property portals offer their basic listings free of charge so it is quick, easy and cheap to achieve online distribution.
More heroin please
However, this state of affairs also means lower barriers to entry into the estate agency market in the US and therefore greater commoditisation. Building credibility and your own marketing channels (customer referral programmes, SEO and agent networks) are the best ways to fight this.
Sticking your listings on third party web sites is a quick fix. It’s a shot of heroin - the leads you get are an addictive high but there are diminishing returns to the buzz you get and ultimately it’s no way to live your life.
For more details on the NAR study, take a look at the excellent
Agent Genius blog.
Source: Global edge
User Comments
I accept the research done to qualify the 3% sales figure but with the approach I have initiated that could change significantly in the coming months.
happy to communicate with any interested parties.
Peter Dijkstra,
Explo 5000 Investments cc