One of the many wonderful things about online marketing is measurability. While not everything that can be measured matters, few things matter more than where the leads that come into your website originate; specifically the prospects that turn into a sale. Google Analytics has a lot of fancy tricks and you can almost boil web visitors down to what color shirt they are wearing, but unless you sell shirts this isn’t helpful. You sell homes and these sales come from leads. So why are some of us not digging into where these leads are coming from and which ones are converting into sales?
The 2014 Marketing Pulse found that more than 20% of builders do not have a method of measuring online lead conversion. We find this kind of shocking given that there are ways to monitor which online sources (online directories, paid search, email marketing etc.) generate contact form completions and customer relationship managers (CRMS) such as Lasso, Infusionsoft, and SmartTouch give us the tools to cross reference the leads that turn into buyers.
Even if you aren’t currently using a CRM, you can still keep an eye on the prize. Ask your web gurus to set up Goal Tracking in Google Analytics and if this individual is nowhere to be found in your organization we know some people (ahem. ONeil Interactive).