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How to Tune Your Real Estate Website

How to Tune Your Real Estate Website. Jonathan Galpin, MCSD 2007. Get them through the Door!. From this I mean – get them to view search results and view listings ….. with ONE click It sounds simple, but most sites do a poor job… Some examples of how NOT to do it.

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How to Tune Your Real Estate Website

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  1. How to Tune Your Real Estate Website Jonathan Galpin, MCSD 2007

  2. Get them through the Door! • From this I mean – get them to view search results and view listings ….. with ONE click • It sounds simple, but most sites do a poor job… • Some examples of how NOT to do it

  3. Example 13 Clicks, then a FormThis door is closed • This is a site that will not be searched much. • Lets take a look…..

  4. First Click

  5. Second Click

  6. Third Click

  7. Fill out the Form!

  8. This is a Closed Door • By the time your site visitor reaches the form, you have most likely lost them….. • Only hard-core visitors will fill out the form.

  9. What is an Open Door? One click!

  10. Example – Open Door, One Click

  11. One click to see listings!

  12. Know your Site Search Statistics • This is the health of your site • It will tell you what visitors are searching for…… • Here are some statistics …………..

  13. Sample Size634,000 searches(Century21Palm 2006-2007)

  14. Only 23% used the search form

  15. 77%of all searches were ONE Click

  16. 77% to 23%Proof that you lose most of the browsing public if you ask them to fill in a form!

  17. Just what are visitors searching for?Take a look at a pie chart of these statistics

  18. One Year - 634,755 searches2006-2007

  19. The Power of One Click Searching • 21% by Neighborhood • 11% by Street • 9% by Just-Listed • 9% for 3 bedroom homes • 8% for 2 bedroom homes • 5% for pool homes • Only after all the above searches did users venture to use the search form!

  20. Know Your Site Statistics • Do you know which Neighborhoods were searched for the most? • Do you know which Streets were searched for the most? • More on that shortly……

  21. Back to your Front Door Know your Website Conversion Ratio’s!

  22. First Key Conversion Ratio % of folks who visit and then end up viewing search results AND view listings The more your listings are seen, the more real estate you will sell • Here are some statistics……

  23. A Good Website should see8 out of 10VisitorsView Search Results and Listings78% is a great conversion RatioThis Front Door is OPEN

  24. Search Results + Listing Views Total Site Visits = Visit Conversion Ratio 877,950 1,121,976 = 78% Total Site Visits to Search Results/Listings(Century21palm 2006-2007)

  25. Another ExampleNice site, but the door is closed

  26. Example of the worst kindHere the viewer has to provide Name and email before they can even search

  27. Ok, you now have an Open DoorHow do you keep them there?How do you get them to view the listing detail?

  28. Give them more One Click options when the search results run out

  29. When viewing Listing DetailGive them more One Click options

  30. Convert them from Searching to Viewing the Listing Detail • Do not show a lousy set of search results! • The web is visual, use it.

  31. This is Lousy!

  32. This is Better

  33. How many folks who look at Search Results view the Listing Detail?Second Key Conversion Ratio

  34. A Good Website should see One Listing Viewed for everyTwo Search Result Page Views

  35. Listing Views/Search Results(Century21Palm 2006-2007) 282,171 / 595,779 = 47%

  36. Know your site statistics!They will tell you if your site is healthy!

  37. Which Neighborhoods are being searched for?

  38. Which Streets are being searched for?

  39. There are many more statistics one should keep track of.But…….In Summary, just do two things…

  40. Open your Door!

  41. And keep track of yourConversion Ratio’s

  42. And you will know howwide Open your Door is, and how well your Website serves you

  43. Bottom LineYou will sell more Real Estate!

  44. The Comparative Website ishttp://www.century21palm.comJonathan Galpin is a software developerIn conjunction with John Frank, the owner/broker at century21palm, the Palm website was built about nine years ago, and has been re-tuned constantly since then.In the 2006-2007 year, century21palm sold 456 homes in a small market (New Port Richey, Florida) in part due to the high number of leads that the website generates.Jonathan Galpin can be reached at:813 263 8006jonathan@iqzero.net (call first, as most email goes to spam)

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