The web is a vast repository of data. The key is making sense of it and providing that information to those who rely upon it to run their business. In the case of real estate our role at Realestate.co.nz is to not only run a popular and comprehensive website for real estate listings to support the advertising needs of our customers – real estate agents, but also to share key data of the behaviours and trends we see in the use of the website.
A key outcome of great value to real estate agents is leads – strong prospects made up of both vendors and buyers. Such leads can come from a variety of connections from the website. The most eagerly anticipated lead is from an email sent from the website to an agent regarding a property. Second only to this is a phone call originated from the contact details of the listing agent displayed adjacent to the listing.
These would generally be regarded as the most significant lead generation mechanisms from the website, however there are others. Each listing generally has a link from the webpage of the listing on realestate.co.nz to that listing on the agent or office website. Additionally each agent and office has their own webpage on the site which has links to their own website or social media platform; again providing an opportunity for enquires to be made by clients to agents. Many of such leads may result in the opportunity for agents to make listing presentations as prospective vendors use realestate.co.nz to profile agents. This profiling allows a vendor to establish the professional capabilities by reviewing the approach an agent takes to profiling, promoting and displaying a current clients’ listings.
One trend that has been noticeable and is demonstrated by the chart below is the extent to which realestate.co.nz is acting as a referral site to agents own websites.
In March of this year just under 400,000 instances of referral links were made from realestate.co.nz to agents and offices websites, this is up significantly on the 317,000 in March of last year.
This trend of increasing referral to real estate company and agent websites potentially points to greater researching on the part of serious property buyers, seeking comprehensive facts regarding properties and agents. This trend is only likely to continue in the future with the growing focus of buyers and sellers to online searching.
It is interesting to note that this trend could be a factor behind a recent number of comments made by real estate agents that lead generation from their own website has been growing – this could well be the result of serious enquiries originated from realestate.co.nz and then referred onto their website. A core principle of realestate.co.nz since the start of the company back in 2006 has been to provide as comprehensive and easy access for consumers to communicate with agents using whatever medium they choose – this now appears to be more through referral links than any other form.