How to Improve Your Real Estate Marketing Strategy with KPIs
| Marketing Strategy 4 Min Read

Key performance indicators or KPIs are metrics that marketers use to measure how successful marketing strategies are. With advancing technology, we’re able to measure almost everything relating to a website or ad campaign. From engagement and clicks to conversions, time spent on the page, and more, these metrics are all available for you to use when developing marketing strategies for your real estate business.

What’s the Difference Between a Metric and a KPI?

Many people get confused when talking about metrics and KPIs. But consider this, metrics are raw data, the KPI is how you use that data. Let’s say your goal is to increase traffic to your website; you would look at the metrics that directly relate to that goal. In this case, it would be the unique visitors to the site.

So, when you think about KPIs, you should think about them concerning the desired result, not just a measurement for the sake of measuring.

So, What KPIs Should You Track?

With the overwhelming amount of data at our fingertips these days, it’s hard to discern what metrics are essential to our marketing goals and what metrics are just interesting factoids to know. The first thing you should do is create your marketing goals and then choose your KPIs that relate back to those goals. Here are a few ideas:

Click-Through Rate

The goal of most real estate websites is to guide visitors through the site in a specific order. Your content should encourage visitors to get to the next stage of the site and ultimately result in a conversion. By measuring the click-through rate, you can see how compelling your content is at moving visitors along the path you want.

Time on Site

While website traffic is important to measure, it’s not always most reflective of how people are behaving on your site. For example, if you have thousands of new visitors, but they only stay on the site for a minute or two, that’s a big problem. Measuring the time on site is often more descriptive because it shows how long people are staying on the site.

If you notice this KPI is lacking, you can assume that your site will require some updates to the content or layout to make it more engaging and user-friendly.

Return on Investment (ROI)

The ROI is a KPI that is really important to track. It looks at how much you are spending compared to how much revenue that spend is bringing in. You can start measuring this by figuring out the cost per lead, which is essentially how much you had to pay to capture a lead. If you notice your ROI is low, it might be time to come up with a new strategy or spend money elsewhere in your marketing budget.

Mobile KPIs

We know that mobile-first is the new standard for websites, which is why you should pay specific attention to traffic coming from mobile devices. Track everything relating to mobile browsing including how much traffic is coming from mobile devices, how many leads are converted on mobile devices, and how long mobile visitors are staying on your page, and what the conversion rate is on mobile-optimized landing pages. As mobile browsing continues to take over, it will be even more critical to understand the browsing habits of mobile users.

Key performance indicators are the best way to develop a fool-proof marketing strategy. By measuring these KPIs, marketers get better at predicting the behavior of online visitors while also making changes to your website that will engage visitors, guide them, and convert them.


Want to drive traffic, build your brand, and engage your target audience? Download our eBook: ‘The Ultimate Guide to Real Estate Marketing’. It’s a collection of some of our best marketing articles, tips, and tricks that we’ve collected over the years.
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