Study Shows Yahoo! and Zillow Have High Lead Conversion Rates

By
Real Estate Services with Zillow

Anyone in advertising will tell you that is in important to track where your leads are coming from- a task that is sometimes easier said then done.  ListHub recently commissioned a white paper to try to tackly this task,and figure out which web channels they distribute to, are providing the best results. 

In case you aren't familiar with ListHub, they offer a service that will syndicate your listings for free to approximately 21 various Internet sites.  They work with over 110 MLSs and have about 65% MLS market coverage.  It is a great service to their clients that they put this report together, as it helps them better understand which sites are working the best.  This is good to know if you are going to spend addition marketing dollars online. 

The full report can be found here.  If you are affliated with a MLS, it is a must read.  The Northern Nevada Regional MLS was used for the case study.  If you are an agent, the results section of the study are of particular interest.  Here are the highlights:

First they looked at where traffic for the NNRMLS's 8700 listings was coming from. 

 

Then, from this traffic, they looked at who actually turned into a lead for the listing source.

 

Big props to Yahoo! for taking top honors in both measurements. 

From my perspective as a Zillow employee, these numbers line right up with what I hear from Brokers and Agents, regarding the spread between the number of clicks we generate (12%, ranked 4th) and the number of leads we send (21%, ranked 2nd). The survey says, “It was interesting to note that Zillow’s lead conversion numbers are proportionally higher relative to their referring traffic volume. Not all traffic is the same; some sites attract customers who are closer to making an actual purchase.”

I believe a lot of this has to do with how much content is presented on a site.  For example, on Trulia there is minimal information presented and only one main photo, you need to click over to see the rest of the listing details.  So of course they are going to drive more traffic, but the quality can be lower. 

Conversely, Zillow has very rich content on the site- up to 50 photos per listing.  So while we may send less clicks, when the person clicks over, they quite possibly are further along in the shopping process.

DavidG does further analysis on the numbers saying: "By dividing the second metric by the first, it’s possible to calculate the relative ratio of leads per visit for each site. With that ratio, you can compare the relative value of traffic referred by each site on a conversion rate basis. Only Yahoo! comes close to referring traffic that converts as well as traffic from Zillow does - at 71% of Zillow’s rate. That’s far better than average. For all other sites combined, referred traffic converts at a dismal 40% of the conversion rate of traffic from Zillow. And some sites faired even worse. Trulia, for example, would have had to refer 5 times as much traffic as Zillow to generate the same amount of leads (they didn’t.)". 

If you are not syndicating your listings, you are definitely missing out on some exposure opportunities.  ListHub has a great product to help you gain this additional reach and quite possibly save you some time if you are manually entering listings today.  And now, their current clients have a better understanding of just how their product is performing, very helpful in building an online marketing campaign.

Posted by

 

-------------------------------------------------------------------------------------------

 

   Thanks for reading!  Subscribe here to be alerted of blog updates. rss sara bonert blog zillow  

Want to learn how to use Zillow better?  Check out:

 

 

I'm on Twitter too! Follow me at @sbonert

 

close

Re-Bloggged 2 times:

Re-Blogged By Re-Blogged At
  1. Spencer Rascoff 09/09/2008 11:47 PM
  2. Drew Meyers 09/09/2008 11:55 PM
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the clock to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Topic:
Real Estate Sales and Marketing
Groups:
Marketing for Cheapskates
Realtors®
The Lounge at Active Rain
Turning Technology into Sales
Zillow Discussion Group
Tags:
zillow
yahoo real estate
listhub
listing syndication
website
listing distribution
listings
online listings

Comments 18 New Comment

Anonymous
Post a Comment
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the airplane to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Rainmaker
101,363
Ray Nellum
Fort Smith Real Estate
Envision Real Estate Group, LLC.

Sara, my board just signed on with Listhub and I can't wait to see the results!

September 14, 2009 07:25 AM
Rainer
13,291
Tim Mellor
Equity Real Estate

I had my first showing today from someone who seemed to have found my listing directly through listweb's site.  Is there a way to make it show all the photos from the MLS (currently it is only showing one of them)? 

On a related note my Zillow site did not show all my MLS properties and I finally figured out it was because the email that I subscribed to Zillow was different from the email that I used on the MLS.  Zillow wouldn't allow me to add an additional email so I changed it and almost instantly all my other listings showed on my profile.  Now if only all the pictures would show up as well.  When I click on the add pictures, it shows all the pictures but only one shows on the main screen and a user cannot scroll through the other pictures.

October 14, 2010 06:32 PM
Rainmaker
181,513
Sara Bonert
Real Estate Internet Marketing
Zillow

Hey Tim -

It looks like your listings do all have multiple photos? (Tim's listings) To answer your question though, no, there is nothing you need to do to have multiple photos show up.  We simply display whatever the MLS sends us.  So if they send one photo, that is what we display.  If they send 75 photos, that is what we display.

One note you could check is the actual source of the listing.  Many agents just assume it is coming out of the MLS, when in fact it may not be.  If you scroll to the bottom of the listing, you'll see Listing Source: COMPANY.  If there is something about how the listing is displayed that you'd like to edit, doing here at this source will change it on Zillow.

About your second point - You are absolutely correct that the emails need to match up, this is very important!  One thing that is very cool that we recently changed, is that you can now add TWO email addresses to your profile.  This is good for when you use multiple syndication services with different email addresses.  Here is a quick video with more information on how to do this

October 21, 2010 11:59 AM
Rainer
13,291
Tim Mellor
Equity Real Estate

Thanks Sara for your response.  I think what may have happened with one of my zillow listing is this: I added the photos of the property on zillow first. Then because my email address issue, it started pulling data from listhub which only had one photo.  Zillow archived all the other photos thinking they were now outdated and only displayed the one it was getting from listhub.  When I changed my email address, I think it realized that even thought listhub only shows one photo that because I was the current agent all the photos I had uploaded were the most recent and re-enabled them.  This is all just a guess but the best explanation I could think of.

I think Zillow is great--keep it up!

October 21, 2010 12:22 PM
Rainmaker
181,513
Sara Bonert
Real Estate Internet Marketing
Zillow

Thanks Tim - And while I have your attention.... I checked out your Zillow profile and it looks good and complete!  Glad to see you have all of your social media and blog link included on it.  The one recommendation I would make it to actually include links in the About Me section.  These links are followed-links, so linking the appropriate keywords can help with SEO on the words your highlight and link.  Just a suggestion!  :) 

October 21, 2010 12:31 PM
Anonymous
Post a Comment
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the sunglasses to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Rainmaker
181,513

Sara Bonert

Real Estate Internet Marketing
Ask me a question
*
*
*
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the printer to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Additional Information






Get great free widgets at Widgetbox!

Mortgage Rates on Zillow


sara bonert on Zillow



Most Expensive Homes in Atlanta




Price Assurance (120x90)

Quality Printing For Less

4imprint Inc.