3 Metrics for Identifying Quality Website Leads

All leads are not equal. Some are better than others. To successfully understand the difference of the leads generated by your company, you must have insights into consumer behavior.

One key matrix is to look at the frequency of visits to your website. Consumers who visit once or twice a day are better prospects than those who visit once a week or once a month. Daily visitors are deep in the buying cycle.

Saved searches allow you to dig into what the consumer is focused on. Some consumers have very broad saved searches, like all price ranges in multiple towns. That consumer is not a very high quality lead. A consumer that has narrowed their search to a particular neighborhood, school district, or a tight price range of plus or minus $50,000 is likely to be close to buying.

Another indicator of lead quality is saved favorites. If a consumer begins to track properties or save them to their favorites list, you begin to understand that they are honing in on buying targets. Encourage agents to reach out to the consumer by email and ask them if they would like you to refine their search. Consumers with saved favorites can also be offered a tour of the home or homes they like.

Brokers can train their agents on how to use these signals to find the best prospects out of all of their leads. This information is available on most IDX solutions, but you may need to remind agents where this information is stored in the back office solution.

Leverage Marketing to Increase Website Leads

Of course, in order to gather enough metrics on consumer behavior, you need a steady flow of traffic to your website. To encourage website visits, promote the broker website features that make property search easier:

• Saved Searches. When a consumer saves their search, they are automatically notified when new listings match their search criteria. This website feature draws consumers back to your broker site and increases the likelihood of working them with your firm.

• Save to Favorites. Consumers do not want to pore through a long list of search results to find their favorite listing. Be sure to market your Save to Favorites feature on your website as a way for consumers to track the homes they like the most. Typically, a home saved to favorites will also notify the consumer when there is a change to the information available on that property, like a price reduction or an open house.

What website features or metrics does your company use to identify the leads that are most likely to convert?