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Do Online Marketing Analytics Blind Agents to Offline Opportunities?

Online MarketingWe’ve all been the unhappy recipients of unwanted junk mail and Internet advertisements, yet online marketing has been hailed as the Holy Grail among Realtors for turning up sales leads.

However, statistics show that scattershot online marketing does not necessarily translate into sales strength. By hyper-focusing outreach efforts on online portals, agents are missing valuable opportunities to not just create leads but actually increase sales.

Agents can optimize their reach and revenue by remembering the roots of marketing principles and embracing an integrated plan that engages more offline strategies.

To be sure, the prospect of influence through online channels is enticing, especially when the cost is little or none. Websites are reasonably economical to maintain and Google Analytics is very accessible, with the basic services offered for free. Social media channels like Facebook and Twitter also have analytics tools that seem to deliver a sense of outreach impact.

Yet the fact is that only 15 percent of sales are the result of online outreach across all channels, including social media. So, what do these analytics tools really tell Realtors about the sales effectiveness of any particular online marketing strategy?

It turns out, not much. While the internet provides numerous marketing channels, online analytics tools cannot account for the funnel effect of offline marketing or overall strategy performance. Google Analytics, for instance, doesn’t reflect the root cause of a potential client’s interest in Continue reading