As we serve the 45,000 agents currently on the Luxury Presence platform, it’s clear what works. We know how to build brand awareness, attract traffic, generate and nurture leads, establish trust, and expertly promote agents and their properties. We know how to supercharge their branding and pour rocket fuel on their marketing.
That’s why we wanted to offer a peek behind the data curtain. The efficacy of our approach is clear, not only anecdotally but tangibly, through the concrete metrics outlined below. Our meticulous analysis and strategic measurements of success offer a clear roadmap for our clients to master the ever-evolving digital marketing landscape.
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Building awareness
Building awareness is a foundational step in your marketing strategy as it introduces potential clients to your brand and services. Awareness metrics provide insights into how well a brand penetrates the market and captures attention.
Data sources:
Google Ads (paid impressions) and Google Search Console (organic traffic)
Metrics:
- Impressions and clicks by channel: Crucial for measuring brand exposure, analyzing data from Google Ads and Google Analytics reveals the number of times an ad or content is either displayed on a user’s screen or clicked on by a user. A higher number of impressions indicates broader reach and visibility.
- Average ranking of branded keywords: Google Search Console shows where your website or ad typically appears in search results for any keywords that directly reference your business. A higher average position suggests better visibility and potentially more clicks.
- Average ranking of non-branded keywords: Similar to the metric above, we also use Google Search Console to better understand where your website or ad typically appears in search results for keywords that do not reference your business directly, offering the perfect baseline for measuring growth in both visibility and potential clicks.
- Top 10 organic keywords by impressions: Identifying this keyword list helps determine which terms or phrases are driving the most visibility for your brand. It aids in refining content strategies to focus on terms that resonate most with your target audience.
- Top keywords by ranking: We use Google Search Console to reveal where a website typically appears on the first page of search results, giving us a better understanding of existing strengths and opportunities.
- Top keywords by position change: By examining which keywords have seen the biggest improvement in rankings via Google Search Console, we can better understand our client’s overall success in terms of search result placement.
Establishing trust
Establishing trust is paramount for real estate agents. A strong online presence and positive feedback can significantly influence potential clients’ decisions, reinforcing an agent’s credibility in a competitive real estate market.
Data sources:
Google Business Profile and BrightLocal
Metrics:
- Total actions: Examining the total number of interactions on your business’s Google listing — such as website clicks and phone calls — offers insights into how effective your listing is in prompting user engagement.
- Total reviews: We break out BrightLocal’s list of the cumulative number of reviews that your business has received by running totals and new additions.
- Average rating: Get insights into overall client satisfaction using BrightLocal’s mean rating for your business, which brings together customer reviews from different channels and integrates them with your Google Business Profile.
Attracting visitors
As the first step in the conversion funnel, bringing more prospects to your site is crucial for your real estate business. The more visitors your site attracts, the greater the potential for conversions, sales, and brand exposure.
Data sources:
Google Analytics and internal website traffic data
Metrics:
- Website sessions by channel: Google Analytics identifies where your traffic is coming from, allowing you to optimize marketing efforts by focusing on channels that drive the most visitors.
- Average user engagement in seconds: Measuring the amount of time users spend on your site is also vital. Longer engagement times indicate that your content is relevant to site visitors and can lead to increased conversions.
- Engagement rate by channel: By evaluating user interaction levels, Google Analytics also gives us insights into the quality of traffic that’s coming from different channels. Higher engagement rates suggest that users are arriving at your site thanks to more effective and targeted marketing strategies.
- Property pageviews: Using internal website traffic data, we can tell the number of times a specific property has been viewed on your primary branded website, reflecting interest in and potential demand for that property.
Getting leads
Generating leads through your website is pivotal for your real estate business growth. A strong lead generation strategy ensures a sustainable pipeline of prospects and more opportunities for sales conversion.
Data sources:
Presence Platform, Google Ads, and internal website traffic data
Metrics:
- Paid vs. non-paid leads: Our proprietary Presence Platform offers insights into which channels are most effective in generating leads, allowing for better optimization of marketing strategies. In general, paid leads originate from Google Ads, while non-paid leads come from various other sources.
- Lead conversion rate: By comparing the number of leads that come into the Presence Platform with the number of sessions recorded via internal website traffic data, we can see the percentage of website visitors who take a desired action, such as filling out a contact form. A higher conversion rate signifies effective lead-generation strategies.
- Google Ads monthly spend: In order to optimize budget allocation and ensure cost-effective campaigns, it is important to monitor your monthly ad spend and assess your return on investment.
- Cost per lead by campaign: Using lead data from the Presence Platform and pricing information from Google Ads, we can measure the average cost of each individual lead in a specific marketing campaign, providing clarity on the efficiency of your marketing efforts.
Lead nurturing
Nurturing leads is essential for converting potential customers into loyal clients. Our AI Lead Nurture product enhances this process by providing personalized and timely interactions and improving engagement and trust with prospects.
Data source:
Presence Platform
Metrics:
- Lead nurturing messages by sender: This Presence Platform metric gives you an overview of the total number of messages sent by both our AI technology, Alex, and the lead. It offers a better understanding of the efforts involved in engaging, educating, and moving the lead further down the sales funnel.
- Lead reply rate: Our platform measures the percentage of leads responding to outreach messages. A higher rate indicates effective engagement with potential customers, while a lower rate may suggest a need for messaging adjustments.
- Warm lead handoffs: In the Presence Platform, it’s easy to see which leads were qualified by Alex (AI) and then forwarded via email and text to the agent for follow-up.
- Warm lead handoff rate: To better measure the efficiency of lead nurturing efforts, the Presence Platform shows the percentage of leads that have successfully transitioned from Alex (AI) to the agent.
Promoting properties
In addition to marketing their real estate business overall, listing agents must carefully consider their strategies for promoting properties. Single property sites serve as a focused tool to highlight a property’s unique features and attract potential buyers.
Data sources:
Presence Platform and internal website traffic data
Metrics:
- Single property sites: The Presence Platform’s dedicated websites highlight individual properties in a way that’s distinct from your primary branded website, offering tools and data that can help you stand out in a listing presentation.
- Single property site pageviews: By examining internal website traffic data, we can measure the level of interest and engagement a property generates online, helping you gauge its market appeal and adjust your strategies accordingly.
Demonstrating success + Luxury Presence
The numbers don’t lie — our platform enables agents to propel their brands and marketing, often beyond their wildest imaginations. These careful, detailed metrics help each of our clients feel secure in knowing that we are constantly monitoring and assessing our successes in driving traffic, generating and nurturing leads, promoting properties — and ultimately — raising your brand’s visibility and trust online.
If you’re already a client, we are honored to be a part of your effort to achieve your career dreams. If you’re not, consider joining us so you can see this detailed level of tangible success applied to your own real estate business.
