Web Analytics Hit Real Estate

Getting visitors to your real estate Web sites represents just a sliver of the challenge in building your online presence. Understanding who they are, where they are coming from, what they are doing once they get there, and how to serve them better is vital, too.

In this three-part series, originally published in September, Inman News takes a look at how real estate professionals can use Web analytics tools to cater to a massive online audience and to learn from their behavior and adapt to it.

Online analytics tools offer powerful ways to gauge the return on investment for advertising campaigns and to fine-tune Web site features to draw a bigger audience, keep them coming back, and keep them at the site for longer durations, as examples.

Part 1, "Don't send listings into the void," features a discussion of the range of Web analytics tools and highlights Visistat.com, a company that has thousands of users including Intero Real Estate Services Inc., Real Pro Systems, Neuman & Neuman and Beasley O'Dowd.

Part 2: "Woopra is in demand," explores the features of Woopra, an analytics company that offers a live map showing the geographic locations of site visitors, as well as instant notifications and live chat capabilities when visitors arrive at a site.

Part 3: "RE/MAX gets a boost from Google," examine how international real estate franchise company RE/MAX International stepped up efforts to engage its massive crowd of Web site visitors by using Google Analytics. Information gleaned from its visitor stats analyses aided a major Web redesign effort.

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