Estate agents, it's time to reflect on your achievements

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Estate agents, it's time to reflect on your achievements

Estate Agents, give yourself a good hard pat on the back. According to research by The Local Data Company, One in six Estate Agents closed down between October 2008 and October 2009. Showing that this year has been long and hard and arguably only the best Estate Agents have survived.

Estate Agents have one more task before relaxing into the holiday spirit. Some see it as a chore, some find it intriguing and some Estate Agents never do it, but now is certainly the time to do it.

'It', in the paragraph before, refers to checking your Google Analytics.

Before you groan, Google Analytics gives Estate Agents an insight into how their customers interact with their website, which as we all know, is the modern tool for displaying your property portfolio. Therefore the end of the New Year is the perfect time to analyse how your Estate Agent website has performed over the year.

In a hurry? The top 5 things Estate Agents need to check on Google Analytics are:

  • Map overlay - Map overlay shows Estate Agents the catchment area for their website. If your website is optimised for the right keywords the majority of your customers will come from the surrounding areas. Do not be surprised if you have a random visitor from South Africa or Japan!
  • New vs. Returning - This shows Estate Agents what percentage of users accessing the website are new customers or ones that revisit the website.
  • Referring Sites - This is to check to see which websites sent you the most traffic. Remember that Google accounts for around 92% of the search engine traffic in the UK. Do you stats reflect this?
  • Keywords - What Keywords did people type to get to your website? Check your Google ranking for the most popular and see if your website is targeted towards the right keywords.
  • Content by Title - see which properties generated the most interest and then try to figure out why they generated that much interest.

Troy Stanley, CTO of Resource Techniques comments, 'Estate Agents that regularly check Google Analytics have a greater insight into their customer's online movements than the Estate Agents that never check. We recommend all Estate Agents use this free information at their disposal.'