Property Panorama

Midyear Broker Website Benchmarks

by Victor Lund on September 11, 2014

WAV Group just completed providing our broker clients with a review of their Google Analytics for September. Something rather remarkable happened this month that has confirmed a strategy that we have long suspected, but have not had enough data to confirm. Virtual Tour Videos Drive More Traffic Than Listing Syndication on Broker Websites. Quite a number of WAV Group broker clients have been publishing automated virtual tours to YouTube for a few years now. They are using vendors like Property Panorama, RealBiz, Virtual Tour Café, Imprev, VHT or some other solution. We do not endorse any product over another, but encourage brokers to chose a vendor based on product design, customer service, and cost. The product that tickles one broker and not another is a space that I do not fully understand. They all work as far as we are concerned. Customer service and cost are our key considerations. Through August of this year, brokers who have been publishing all of their listings to YouTube have seen that traffic volume grow to 5th or 6th in their overall ranking of traffic-by-traffic-source.  For most brokers – Direct or None is the top referrer. This means that Google Analytics could not track the referring website or the user typed in the domain name – ie wavgroup.com. Also at the top is Google. The Google Search result is important for two reasons. First, more consumers use Google than any other search engine. Second, Google displays YouTube results in the search results above the fold. Meaning that the video gets great SEO – usually better than the broker’s listing detail page. This is the driving force behind the strategy of publishing virtual tours on every company listing. A small handful of brokers are creating virtual tours on every IDX listing – but I am not sure that is IDX compliant – so I would not endorse that without discussing it with the MLS first. Some say its ok, others say its not. There is no clear rule. Below Google and Direct traffic come the other search engines. Bing has passed Yahoo in most markets. For some reason, AOL is very popular in the eastern United States. As we have noted before, Bing and Yahoo traffic have more value. The time on site and page views per visit are higher for those search engines – generating more leads and indicating that PPC campaigns may be […]

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