how to tune your real estate website jonathan galpin, mcsd 2007
TRANSCRIPT
![Page 1: How to Tune Your Real Estate Website Jonathan Galpin, MCSD 2007](https://reader030.vdocuments.mx/reader030/viewer/2022013003/551b684a550346d6338b49a4/html5/thumbnails/1.jpg)
How to Tune Your Real Estate Website
Jonathan Galpin, MCSD
2007
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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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Example 1
3 Clicks, then a Form
This door is closed
• This is a site that will not be searched much.
• Lets take a look…..
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First Click
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Second Click
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Third Click
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Fill out the Form!
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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.
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What is an Open Door?
One click!
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Example – Open Door, One Click
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One click to see listings!
![Page 12: How to Tune Your Real Estate Website Jonathan Galpin, MCSD 2007](https://reader030.vdocuments.mx/reader030/viewer/2022013003/551b684a550346d6338b49a4/html5/thumbnails/12.jpg)
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 …………..
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Sample Size
634,000 searches
(Century21Palm 2006-2007)
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Only 23% used the search form
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77%
of all searches were
ONE Click
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77% to 23%
Proof that you lose most of the browsing public if you ask them to fill in a form!
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Just what are visitors searching for?
Take a look at a pie chart of these statistics
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One Year - 634,755 searches2006-2007
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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!
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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……
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Back to your Front Door
Know your Website
Conversion Ratio’s!
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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……
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A Good Website should see
8 out of 10
VisitorsView Search Results and Listings
78% is a great conversion Ratio
This Front Door is OPEN
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Total Site Visits to Search Results/Listings
(Century21palm 2006-2007)
Search Results + Listing Views
Total Site Visits
=
Visit Conversion Ratio
877,950
1,121,976
=
78%
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Another ExampleNice site, but the door is closed
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Example of the worst kindHere the viewer has to provide Name and email
before they can even search
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Ok, you now have an Open Door
How do you keep them there?
How do you get them to view the listing detail?
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Give them more One Click options when the search results run out
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When viewing Listing DetailGive them more One Click options
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Convert them from Searching to Viewing the Listing Detail
• Do not show a lousy set of search results!
• The web is visual, use it.
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This is Lousy!
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This is Better
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How many folks who look at Search Results view the
Listing Detail?
Second Key Conversion Ratio
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A Good Website should see
One Listing Viewed
for every
Two Search Result Page Views
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Listing Views/Search Results(Century21Palm 2006-2007)
282,171 / 595,779 = 47%
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Know your site statistics!
They will tell you if your site is healthy!
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Which Neighborhoods are being searched for?
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Which Streets are being searched for?
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There are many more statistics one should keep track of.
But…….
In Summary, just do two things…
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Open your Door!
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And keep track of your
Conversion Ratio’s
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And you will know
how wide Open your Door is,
and
how well your Website serves you
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Bottom Line
You will sell more Real Estate!
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The Comparative Website is
http://www.century21palm.com
Jonathan Galpin is a software developer
In 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 [email protected] (call first, as most email goes to spam)