Real estate website

Real estate engagement for your website: the complete guide

When it comes to real estate engagement, one thing must be said: real estate marketing has profoundly changed in recent years,  becoming more and more interested in the online world and social networks. Whether it’s buying or renting a home, today it all starts with the magical world of the World Wide Web.

2018 is the era of Big Data and this means that everything becomes traceable. The Internet thus proves to be a very powerful marketing tool and a fundamental channel for communication between agents and customers.

A real estate agency should have a solid online presence for many reasons: for example, making itself known to new potential customers looking for a home, attracting sellers who want to sell their property, maintaining relationships with old and potential customers. , guide customers in the purchase phase and advise them in the best possible way.

Furthermore, measuring your visitors’ online activity allows you to understand how your website is used and how users respond to your content.

Google Analytics can track almost everything about your website: who comes to the page, how long they stay, which pages they prefer, and so much more. But the tools it puts at your disposal can give you a series of metrics that won’t be of much help if you don’t know how to grasp their meaning and usefulness.

In fact, many agents do not consider real estate engagement metrics at all. Don’t think you’re too busy or don’t know where to start. Tracking metrics is not something abstruse and complicated and will prove to be a tactic that pays off in the medium to long term.

And since everything is quantifiable, what should we observe? User engagement metrics have become a fundamental part of understanding if your website or social pages are having success, but which ones are really important?

In this article, we’ll cover some of Google Analytics’ real estate engagement metrics to measure the impact of your website and its content on visitors.

Real estate engagement indicators

What is user engagement?

The definition may vary depending on whether it is a product or website. In the broadest terms possible, it all revolves around the users interacting with your site. Real estate user engagement can be measured through many factors: how often visitors open your website, how long they stay, what they do when they use it, and whether they recommend it to their friends and family.

The user engagement metrics of your real estate website are divided according to macro areas of the Google Analytics dashboard, including:

  • Audience
    This area outlines who visits your website and their demographics, along with the number of views your content has received.
  • Acquisition
    The Acquisitions section shows how users come to your website, through advertisements, organic or direct searches, or referral links from other websites.
  • Behavior
    The Behavior area indicates trends in what users are doing as they visit your website. <<<
  • Conversions
    The Conversions sections track whether users complete the goals you have set for your site.

Each of these areas contains many indicators of real estate engagement but, in this article, we will see only the most important ones.

Social sharing

Put simply, social sharing analyzes how visitors promote your content on social media: Twitter, Facebook, LinkedIn, etc. The more they share them, the greater the resonance of your posts or content.

Low levels of social sharing can mean different things depending on the other data you are collecting. If your traffic, time on page, and bounce rate are all unsatisfactory, a low level of sharing tells you what you already know: you need to make your content more interesting, informative, and useful.

If, on the other hand, these metrics are relatively good, there may be another problem: people aren’t sharing your posts because they don’t think most of their network will like it. The solution? Broaden your horizons. Just because you’re in the business of condo rentals doesn’t mean all of your posts need to be explicitly addressed to renters and condominium owners. Use industry-specific terms and keywords where necessary, but don’t overdo it.

Another possible problem? You are not making your website easy enough to navigate. Make sure you include social sharing buttons in every post or, if you have already done so, consider moving them to a better section of the page.

Comments to posts

Indicates the relationship between the number of blog posts you publish and the number of visitor responses in the comments sections, essential variables for real estate engagement. If you haven’t enabled comments on your posts yet, you’re missing out on an important opportunity to get direct feedback on your content. Having a review of what you write helps you create better posts and build a stronger community of readers.

Do you have a lot of comments related to the posts? Great! This shows that your ideas are making a good impact and that people want to provide feedback. Do you have very few comments? You may need to encourage your readers by placing a strong call to action at the end of your posts, asking for comments or answers to specific questions.

When analyzing the post/comment relationship, it is crucial to look at the content of the comments themselves. If most of your comments are spam or empty praise (“Great post!”), They don’t add much value in terms of engagement. Negative comments or criticisms, while grabbing visitors’ attention, could end up having negative repercussions in the long run, depending on how you are responding. The best comments add value by offering new insights into the topic or offer the opportunity to add value if you reply intelligently.

Visits for shares

This generic term refers to the frequency with which your visitors perform a certain action on your website. An “action” can consist of: registering for an account, logging in, completing/updating a user profile, downloading a guide, subscribing to a mailing list, etc. The question you have to ask yourself is always the same: how often and to what extent does my content push, people, to do what I want?

If your visitors aren’t logging in or signing up as you hope, you should ask yourself three questions:

1. Am I making it clear what actions I want them to perform?

Your readers won’t know they need to download your ten-page homebuyer guide unless you put it on your home page, blog posts, and social media.

2. Am I making it easier for them to actually perform the action?

If users can’t subscribe to your blog’s RSS feed with one click or create an account in less than thirty seconds, they probably won’t.

3. Are these actions valuable to users in the first place?

Creating a login system for your visitors will allow you to track their habits, but if it doesn’t give them new tools, what good is all of this?

Number of active sessions and new sessions

Google defines a session as “the period in which a user is actively engaged on your website, app, etc.” A session begins the moment a user arrives at your website and includes all the actions they take during the session. The duration of each corresponds to the actual browsing time plus 30 minutes of user inactivity. Therefore, if a visitor opens your website, stays inactive for 30 minutes and then ends up returning later, for Google you will have two distinct sessions.

When referring to new sessions, however, we refer to the visits made by users for the first time. If this percentage is high, it means that a lot of new traffic is coming to your website. If this percentage is low, most of your users are returning visitors who have visited your website previously. While the new traffic indicates that your web marketing activities are bringing in new users, you also need to maintain a high number of returning visitors as these represent more engaged visitors and are easier to convert into customers.

To improve these metrics you should create engaging content and deliver a great user experience, the content should be engaging. Furthermore, the website should be easy to navigate and have a modern design. You’ll also need to post new content consistently if you want someone to visit your website, be it a new or returning user. So, share them via social media and email regularly, always including social sharing buttons.

Users

That is the actual visitors to your website.

Converting 10 users to 10 leads is very difficult, so the more users you have on your website, the better your chances of converting. Conversely, if you have a lot of traffic but few conversions, you are not pouring the right strategies to convert them to your website.

Generating and increasing user traffic to your real estate website requires a combination of powerful content, search engine optimization and real estate web advertising.

Pages

Measure the total number of times your website pages are viewed. Even if a page is viewed more than once in a session, all views of the page in the same session are counted equally.

Instead, if we refer to Unique Pageviews, unlike the previous case, we only consider one pageview per user session, even if users return to the page repeatedly.

Refer to the pages where you want to get more engagement. Optimize them based on a keyword that makes you a better position, in-depth content and eye-catching graphics and considers resetting the page to different keywords if you see that the page is not attracting the right traffic.

Average page depth (pages / session)

This report shows the average number of pages viewed during a session. A great way to gauge whether your audience only stops on one page or multiple pages of your website.

While an increase in the time users spends on the website improves conversion opportunities, it is difficult to determine a “good” page/session range. If users spend an average of 10 minutes on your website and look at five pages, this could show a real interest in your content. If, however, they have looked at 10 pages and come out (in jargon, “bounce”) after a minute, it is likely that users have not found what they were looking for. Focus on session length, specific pages visited, and bounce rates to get an idea of ​​what your users like or don’t like.

If you want users to visit more pages of your real estate website, include engagement prompts, such as calls to action (CTAs), which will attract users to increase their chances of clicking on other valuable content or landing pages.

Average session duration

Calculate the average length of sessions in the different data ranges.

Increasing time on the site signals users that your content is interesting and increases conversion opportunities. In general, a low session length indicates that a significant portion of users are leaving your website quickly. But remember that this is just a calculated average of those who stay the longest, those who leave immediately after arriving, and the sessions that cannot be measured by Google.

To improve real estate engagement on your website, it is necessary to facilitate the navigation of the pages with more usable menus. Also include specific elements for mobile browsing, offer engaging content targeted to your target users and include property listings on the website to entice users to click on it.

Number of pages per session

Do your users simply open the website and close it immediately? Are several pages scrolling? That’s all this metric takes into account.

Knowing what users are doing on your website, the pages they are opening and how they are using them can be vital in detecting user experience or graphical interface problems.

Pages with longer and shorter visit duration

This metric is an extension of the number of “pages per session”. Analyze each page in more detail, providing valuable information to increase the efficiency of your website.

If some features of your real estate brand’s website aren’t doing well, you can focus on this data to understand what your users find most useful.

Pages with most user interactions

It shows which pages people click on the most.

If you are unsure of what works or does not work on a particular page, use the Google Analytics in-page analysis feature, which allows you to explore your website within the platform to see which areas receive the most. of clicks.

Doing this is helpful in understanding how users navigate through your website and can be crucial in identifying problem areas. Also, if you want a clearer overview of the pages, use the heat map and user experience tools to measure on-page activity.

Average time on page

Shows the average time users spend on a specific page or screen.

To improve this, you should provide better content. An enticing headline can generate a click, but if the content is difficult to view, is not relevant to the user’s needs, or is just plain boring, it can reduce the average time on that page. Your content should answer the question or problem it promises to solve, be clear and attractive to your target audience, and should be comprehensive enough to compete with other articles on the same topic.

Bounce rate

Bounce Rate measures visit to each page and when users enter and leave your website.

Bounce rates between 26 and 40 percent are excellent, 56 to 70 percent are above average, 70 percent corresponds to a medium-high bounce rate. Bounce rate may vary by page type (for example, news articles may have a higher bounce rate than ads).

Exit rate

Exit rate measures how often users leave your website from a given page.

Since each session ends in an exit, it is inevitable that a percentage of exit is associated with each page. What should you worry about? If you have important content or a landing page where you want to collect information about users, but you have a high exit rate on these pages, then you will need to modify them to increase their navigability.

To clarify, the exit rate indicates the percentage of page views in which the page considered was the last in the session, while the bounce rate indicates the percentage of visits in which the page in question was the only one. of the session.

Conclusions

Knowing the real estate engagement indicators in depth will allow you to better juggle in applying the best user engagement strategies within your real estate agency’s website.

The more you refine your techniques thanks to the tools provided by applications such as Google Analytics, the more your website audience will be motivated to stay on your site, to visit the properties offered in your real estate portfolio, to finally click on one of the calls-to-action that will lead you to the acquisition of new customers.

You just have to apply what you learned today from this guide, the results aimed at your goal of maximizing real estate engagement will be tangible right away!

YouTube

Real estate and social networks: YouTube real estate

A real estate YouTube channel can be one of the best ways to do Internet marketing. YouTube has seen many challenges in the online video market, but despite the competition, it remains the primary platform for real estate video marketing.

To best use YouTube for real estate, you need to know how to optimize your real estate video marketing plan for your YouTube channel. To start using it, here is our guide.

The advantages of a social network

YouTube was born in 2005 and in a short time became the most important video sharing channel on the Internet, allowing the online sharing of videos, presentations, and films by both people and companies. In 2006 YouTube was acquired by Google, remaining the undisputed leader of online videos for years; only in recent years has Facebook tried to act as an alternative, giving much more space in the home to visual content, videos in particular.

In any case, YouTube remains the specific reference point for videos, although it has transformed over time into a real social network, able to give its users advantages such as:

> Visibility on search engines

The videos uploaded to YouTube can be optimized for one or more keywords relating to the real estate sector: this means giving the opportunity to users subscribed to the channel or simply to those who search for certain words related to Real Estate on search engines, to find precisely that video. In fact, it is easy to see how Google often shows videos taken from YouTube, as well as in the Google Video channel, even in the first pages of the organic results.

> Accesses to your website

You can insert a link to your real estate agency’s website in the description of each video. In this way, if you manage to capture the attention of your audience, users could easily click on the link that leads them to your website and visit the pages of the properties for sale. This will greatly increase your chances of growing leads and customers.

> Potential virality

Videos are subject to “virality” much more than images, even more so than articles or press releases. To increase the chances that your article will go viral, accompany it with a funny video, and you will see that it will be shared much more by users on social networks.

Video creation and optimization

social network youtube real estate weagentz
When you create a video, you have to invest your time both in production and promotion, or you will risk receiving very few views and shares.

So make sure you follow some essential steps to make videos that give you a satisfactory return in terms of visibility, access to your agency’s website, even virality (if you are really good!)

1. The care of the design

The graphic aspect of your agency must be taken care of wherever you are present online. In your YouTube channel you can insert a banner and a profile image, then insert those that have the name of your brand, your contacts and a photo of one of your best properties.

2. Agency data

There is nothing better than sharing your agency’s contact information. But don’t assume that your audience knows how and where to find you on social networks, or even how to find your website.

Provide links that allow interested people to easily contact you by phone or email.

3. Creating a YouTube real estate plan

It is important to have a long-term vision for what you want to achieve with your YouTube channel and to be consistent with your production, the length of your videos, the graphics and the value proposition.

The best way to create this plan is to first understand which subject and which angles are best for the audience.

4. The choice of themes

There are several topics that you can cover in your videos: for example, clips highlighting the tasks that every seller and buyer need to know can position themselves as a very useful resource for you and your contacts.

Buyers and sellers want to know if the market is growing in their areas of interest, both from the point of view of the value of homes and that of job opportunities. Why not tell them via video?

The primary interest of each of your contacts will in any case be to look for a property of their liking in your portfolio, so making videos that show every corner of your properties can be a very effective real estate YouTube strategy.

Take inspiration from the most successful real estate agents and study their videos, this way you will understand how to create clips for your real estate YouTube channel. For example, if you like how an agent tells the main news about a given neighborhood, write a text that deals with the same theme but concerning a neighborhood affected by your market.

5. The choice of titles

It is essential to think about the titles for your real estate YouTube videos so that they have relevant keywords and entice users to watch them.

If you want to create a series of videos, think of a title that you can use and then insert a subtitle for each new episode.

6. The choice of tags

Choose tags that are appropriate to the content of your videos, as the search for videos on YouTube, but also on Google and search engines in general, is closely connected with them.

Appropriate tags ensure that your videos are recommended by YouTube to users with compatible interests in the real estate world, or that they appear as “related videos” compared to the videos of your direct competitors who use your same keywords.

Use all 500 characters at your disposal by alternating a mix of specific and generic tags. In order to strengthen the positioning of your video, use the keyword you entered in the tags first in the title, also paying attention to rename the file with the main keyword used to optimize it.

7. The creation of the miniature

The thumbnail is a key factor in the success of your real estate videos, as it determines the likelihood of users clicking on the videos. It is YouTube that recommends using thumbnails that have attractive, clear, high-resolution graphics.

Do not use deceptive images for the purpose of increasing views, as this type of attitude will be punished by YouTube and will end up having the opposite effect. The preview images must in fact represent the contents of the videos faithfully, as well as complete the meaning of the titles.

Always pay attention to the fact that many users are likely to view your videos, and even earlier your preview thumbnails, from mobile devices. So no to writing that is too small, which from mobile will become tiny and illegible, and attention to every detail of the image.

If the preview is not displayed correctly on Facebook, we recommend that you use the Facebook Debugger.

8. Inserting annotations

Have you ever noticed interactive texts appear in the YouTube video in order to keep your attention high and tell you what actions you should take? These are the “annotations”.

You can use the annotations to suggest to your users to subscribe to your agency’s channel, or to the Newsletter (we have an entire article in which we discuss how to create the Newsletter ), or to invite them to watch the video of a property with a super price. discounted.

Unleash your creativity in creating these texts, you can also redirect viewers directly to your website, blog or Facebook page of your real estate brand.

In fact, annotations in your videos can be essential to insert your CTAs. Whatever the CTA you insert in your clips, remember the essential structure of the latter: a direct text, explaining why you want the viewer to be encouraged to click; and a link that takes them to the page you promised.

9. The trailer and featured videos

Create a Trailer to get YouTube users to subscribe to your real estate agency’s channel, or alternatively set the latest uploaded video as a featured video.

Also promote your videos through “Featured Content”, a YouTube feature that will allow you to annotate all your videos automatically. By doing so you will have the opportunity to give visibility to the last video uploaded or to a playlist in which you have inserted it.

10. The choice of description

Try to connect with the viewers of your real estate videos by adding relevant, creative and engaging descriptions, with links in the right places.

Inserting a couple of sentences that summarize the concept of your video won’t help you. Rather, insert a series of paragraphs that explain in-depth the content of the video, so that those who want to see the video will know what it will talk about even before they see it.

Pay particular attention to the first three lines, which will be those actually always visible on the video page without the need to explore the entire description: enter the most important keywords and the tags you used, perhaps trying to induce users to subscribe to the channel or visit your agency’s website.

11. The creation of playlists

Is it possible that your videos could enter the first pages of YouTube results for competitive keywords? It is not easy for this to happen, but you can try by curating and optimizing the Playlists in which you insert your top videos.

The goal is to provide your audience with different content that is linked to each other. Write short coherent descriptions in your Playlists and assign them names that are particularly meaningful for the real estate sector, possibly containing keywords often used to search for your content. Finally, insert the videos in the Playlist, and that’s it.

12. Promotion on social networks

You can create as many videos as you want, but without promoting them they will never reach the potential achievable in a good real estate YouTube strategy.

Any social channel managed by your real estate agent can become an excellent ally for promoting videos created on YouTube. Among these, Facebook is undoubtedly the most interesting social network, both for the number of active users ready to “Like” and shares and for the importance of visual content.

Do not snub Google+, much less LinkedIn and Twitter, while if your real estate brand is mainly based on the visual, as in the case of the majority of real estate agencies that promote homes for sale or rent, for the promotion of videos you can think of activating a Pinterest account.

13. Publishing on blogs

Since we assume your real estate agency has a website, create an article specifically for the video you are uploading to YouTube. In this way, the video will also be ready to be viewed by the readers of your blog ( you don’t have a blog yet ??), while you will help increase the positioning of the video by creating a link to it.

Using YouTube Analytics you can find out which blogs have incorporated the videos published on your real estate channel: you could contact them to start a form of collaboration or mutual sharing of the videos in their respective user communities. This type of win-win partnership will give you significant benefits in your real estate Youtube strategy.

14. User comments

We have already told you about how important it is to respond to comments instantly. It goes without saying that the number of comments is able to influence the popularity of content exponentially, so if one of your videos receives a lot of comments and interactions already published, it will be more favored in the search results that will occur in the future.

15. Have fun with drones

Drones offer real estate agents a myriad of ways to showcase the homes on their listings with a new and affordable perspective.

Understand the role drones will play in your marketing efforts and how to use them effectively. Incorporating drones into your real estate web marketing strategy just because you want it might not be the best solution.

Be aware and well prepared on how to distribute your videos: you will have to upload and manage the videos of your client’s homes on suitable platforms such as, in this case, YouTube.

How to make your YouTube videos native to Facebook

Now a rhetorical question, which mainly concerns real estate agents used to self-produce videos to advertise their properties, or institutional videos about their agency and their real estate team: have you ever shared a YouTube video on Facebook? Are you satisfied with the interactions (likes, comments and shares) you received on it? We’re pretty sure the answer is No! The reason this happens is that they are not native Facebook videos, therefore they have a very different layout from what users who use the social network are used to.

In fact, instead of large-format and captivating videos, which immediately capture the attention of users, the videos shared directly from YouTube are small and accompanied by a description in thumbnail, certainly a not very stimulating view to the interaction by the other users. Do not worry, for this kind of “problem” we come to your rescue by proposing to use a free tool, which will allow you to view videos from YouTube as if they were created directly on Facebook: YT2FB.

For copyright reasons, it is not always possible to download and then reload YouTube videos on Facebook. This tool, however, allows you to share videos on Facebook from YouTube without giving up the possibility of creating an optimized preview for this social network. Using this software you will have the possibility to capture the attention of your audience in a much more effective way, managing to increase your interactions on the videos (try it for yourself!) While sharing from YouTube.

Conclusions

Online videos have given real estate agents the opportunity to take advantage of more options to get noticed completely for free. Videos are popular with customers interested in your market, and your clips can help them find you easily, as well as add value to your market experience. Add a good YouTube real estate strategy by following our advice, the results will be tangible.