Getting the Most out of Listing Router - Measuring the Effectiveness

By
Services for Real Estate Pros with Applied Real Estate Technology

Something that caught my eye when Listing Router was introduced, a comment by ActiveBob in his whiteboard explanation:

 

There are thousands and thousands of searchers every day that come to ActiveRain and leave after viewing one page.

 

This is typical for search engine traffic.  That’s called a ‘bounce,’ in internet lingo: a short, one-page-no-click visit.  Part of the point of Listing Router (in my humble opinion) is to try and capitalize on those bounces – to take those visitors who would have clicked away and give them the opportunity to go to a site that might interest them – to send them to your site with listings.

 

So now you’ve got to deal with the same problem.  Bouncing users.  Especially as you’re paying for those visitors – a bouncing user is wasted money.  So how do you measure bouncing users on your site? 

 

How do you know if Listing Router is working?

 

You need a system to measure and monitor the traffic sent to your IDX site from ActiveRain.  Because if you’re going to spend the money, you better know if it is working for you or not.

 

Depending on your IDX site, that may or may not be difficult.  Some sites only give very basic user analytics, if any, and then you’ve got to decide if you’ll continue to use that site or not.

 

One of the best free ways to better understand the users at your site, if they bounce or not, and how they found you is to create an account at Google Analytics and install a snippet of code on your site.  That will tell you exactly how much traffic you’re getting from ActiveRain, how often those users click away immediately, and how many spend some time clicking around on your site.

 

Another simpler, but still good and free solution, is to use GetClicky, which will also help you learn where the traffic to your IDX is coming from and how long they stay on your site.

 

And then, once you know what the users who clicked over from ActiveRain are doing, you can try to improve those visits by improving your site.  Maybe you send those users to a different page, or configure the existing search differently.  Maybe you start using a different IDX, or maybe you send people to a list of search results instead of to the page where they enter their criteria.  And now you can measure the results of those changes, using your web analytics.

 

Measure the traffic and behavior of the users who click over from Listing Router, so you’ll know if the money you’re spending is worthwhile. 

 

In case you missed them:

 

 

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Topic:
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Extra Mile Solutions - Tech Tips & Web Development
Getting and Working Internet Leads
Internet Lead Generation-How Best To Capture Your Audience
Making Real Estate Better with Technology
Technology Side of Active Rain
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listing router
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Show All Comments
Rainmaker
742,336
Michael A. Caruso
Surterre Properties - Laguna Niguel, CA

I am definitely trying to better understand this concept.

November 03, 2008 12:04 PM #1
Rainmaker
44,594
Cassie Lane
Kennewick Richland (and West) Pasco WA Homes For Sale - Pasco, WA
509.438.9344 - www.LaneRealEstateTeam.com

It's incredible how many blog entries have been made on the listing router.  However, good info you have here Kelley!  :)

November 03, 2008 12:06 PM #2
Ambassador
895,064
Missy Caulk
Missy Caulk TEAM - Ann Arbor, MI
Realtor - Ann Arbor Real Estate

I like GetClicky it is so easy to use. Very true, when your spending money you need to know if it is working and measure it.

November 03, 2008 09:31 PM #3
Rainmaker
199,655
William Collins
ERA Queen City Realty - Scotch Plains, NJ
Director of Property Management

kelley,

Thanks for the post and yet another great tip as we embark upon this journey.

November 07, 2008 03:07 AM #4
Rainer
153,983
Sasha Miletic - Windsor Real Estate
RE/MAX Preferred Realty Ltd. - Windsor, ON

Hi Kelley, Great work done. Thanks for sharing. Keep posting best.

Best - Sash

November 04, 2008 07:53 AM #5
Rainer
30,230
Toby Boyce
Howard Hanna RealCom Realty - Delaware, OH
MBA, Delaware Ohio

Great series! I have enjoyed it so much. toby

November 04, 2008 07:47 PM #6
Rainmaker
1,391,363
Maureen McCabe
HER Realtors - Columbus, OH
Columbus Ohio Real Estate

Kelley I did not recognize you when you were a logo...  when you left a comment on Missy's post?  I think it was Missy's listing router post.  Or maybe I saw you as Kelley leave a comment recommending ARE -TEC... and I just now can looking for this post and realized you and husband are ARE-TEC... I wish our board did not have a prohibition against us having our OWN IDX. Have to use the brokerages... and I don't see a way to make what I have available to me work with Listing Router.

November 06, 2008 03:47 PM #7
Rainer
11,114
ARE-TEC IDX Solutions
Applied Real Estate Technology - Tucson, AZ

Hi Maureen! - there are still some boards like that out there, and I think that's a disservce to their members.  Similar minded members really ought to get together and try to influence some change there. 

November 06, 2008 04:49 PM #8
Rainmaker
1,391,363
Maureen McCabe
HER Realtors - Columbus, OH
Columbus Ohio Real Estate

change.  hmmmm  as recently as 2007....and maybe even still I was of the  mind (am of the mind?) that our board policy was a good thing... that it kept the boards data safe... but maybe just because that is what I was told...  there were agents who had their own against the rules IDX feeds.   Illegal...   Our board named one vendor that all brokerages need to use unless they do their own private thing through their IT dept... then I think they may have made the rule less stringent? As a member of a board committee  I got to go to a meeting about it that was for brokers and their IT staff only.  

November 06, 2008 06:31 PM #9
Rainer
11,114
ARE-TEC IDX Solutions
Applied Real Estate Technology - Tucson, AZ

Maureen - I believe in differentiation, so if everyone is forced to use the same thing... how do you offer something better?  The data always has a way of getting out, chances are it's going to be let out sooner or later.  I've always had a custom IDX, and have had clients choose to use me just because they liked my search.  If I'm forced to use the same thing as everyone in my brokerage, or everyone in the association, then I loose that ability to differentiate my site from the rest of the pack.

November 08, 2008 03:50 PM #10
Rainmaker
1,391,363
Maureen McCabe
HER Realtors - Columbus, OH
Columbus Ohio Real Estate

"if Columbus RE agents having their own IDX is outlawed, only outlaws will have their own IDX" or something like that...  and it is.

November 08, 2008 04:37 PM #11
Rainer
11,114
ARE-TEC IDX Solutions
Applied Real Estate Technology - Tucson, AZ

Maureen - :) nice turn of phrase!

November 08, 2008 04:40 PM #12
Rainmaker
227,485
Troy Erickson
Terra Solis Realty, LLC www.ChandlerRealEstate.weebly.com - Chandler, AZ
Your Chandler, Ahwatukee, and East Valley Realtor

I've set up an account with google analytics, but have not heard of clicky.  I am going out to research it right now.  Thanks for the info.

November 12, 2008 03:16 PM #13
Rainmaker
217,265
Patricia Beck
RE/MAX Properties, Inc., GRI, CDPE - Colorado Springs, CO
Colorado Springs Realty

Helpful post, I haven't heard of GetClicky, so I will have to take a look at it.  Very important to know if the money you spend on marketing is worthwhile or not!!

December 29, 2008 12:33 PM #14
Rainmaker
973,701
Sharon Alters
Coldwell Banker Vanguard Realty - Fleming Island, FL
Your Fleming Island Relocation Agents.

I've heard that GetClicky doesn't work on AR anymore - someone was complaining about it a month ago. Anything else like it? Thanks!

September 24, 2009 10:26 PM #15
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Rainer
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ARE-TEC IDX Solutions

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