As an analyst for many brokerages, franchises, and MLSs, WAV Group looks carefully at reports from publishers to understand dynamics that can be leveraged to enhance performance. Sometimes, we encourage firms to keep their strategy the same. At other times we encourage trying something new or redeploying investment.
I like Trulia’s reporting. It is something that other publishers (including their parent company) could benefit from. Below I will provide a discussion about each.
Leads – in their purest form, leads count. Even bad leads. If you are a broker and you are not producing leads for your agents, you may have another problem. Good leads are better. Have the office managers look at the leads every week. Lets face it. There are not that many to call it a huge job.
Look at the ratio of leads to listings. Is that number going up or down. Generally speaking, most brokers see the most volume of leads per listing from Trulia and the highest quality of leads from MLS consumer sites or Realtor.com
Visits – The whole idea of having a link to the broker website is to drive consumer traffic to your broker website. Hopefully your website will delight them and the consumer learns that they can get great service on top of great listing content there.
Look at your lead conversion ratio by publisher. How many leads do you convert from traffic that comes from Trulia or other publishers? What is your bounce rate? If you do not know how to track this stuff, Continue reading