Where do real estate leads come from and how much do they cost?
Posted: Mon Dec 23, 2024 10:41 am
Content
Lead in Real Estate Sales: What is it?
Where to get leads for a real estate agency?
How much does the first call cost in context?
How much does a first customer request cost in different regions?
Keyword Effectiveness in SEO
Real Estate Lead Qualification: Listening and Tagging Targeted and Non-Targeted Calls
Yes, requests are not sales, but there are no sales without them.
From a conversation about the goals of analytics
CoMagic specialists analyzed more than 72 million user telegram free number sessions, almost 350 thousand first requests to developers and real estate agencies from online sources for a year and a half, from Q4 2016 to Q1 2018 inclusive. Where do real estate agencies get leads on new buildings? We asked market participants to comment on the results and ready-made conclusions.
Lead in Real Estate Sales: What is it?
For any research, it is important to first define the main terms. By request we mean the first contact initiated by a site visitor: a call to a manager, a question in a chat, an application, etc.
Where to get leads for a real estate agency?
The most important question for an internet marketer is which channels to invest the budget in. The answer is simple - in those that generate leads for the developer
To find such channels, we compared the dynamics of conversion from visit to first request of 6 digital directions:
display — banner (also known as media) placement;
e-mail;
organic — organic traffic from search results (SEO);
paid — contextual placement;
referral — referral traffic (the result of your PR);
social — social networks.
For ease of reading, we will divide the graphs into two parts.
Conversion by e-mail clearly stands out from all the others - almost 1%. Let's remember this figure.
Display performs the worst in lead generation for new buildings, with conversion rates at 0.15–0.2%.
Organic traffic at the level of 0.5%, contextual placement at the same level. Social networks with referral traffic at the level of 0.2 - 0.3%.
Daria Potenko, Marketing Director of Metrium company
In our experience, the effectiveness of an email newsletter depends on two main factors.
1) Mailing lists. The best results are obtained from lists of clients who have previously shown interest in a given property or a similar property.
2) Content/offer of the mailing. It has been noted that texts containing a specific offer with figures (cost of the lot, size of the discount in monetary equivalent) work better than others. Texts with information about the upcoming price increase work the worst.
What is the secret of such high efficiency of e-mail in attracting leads to new buildings? Probably, in low usage among developers and real estate agencies. We look at the dynamics of the number of first requests to the site by digital sources, and everything becomes obvious: only 1-2 leads in real estate from e-mail.
Evgeny Khokhlov, Head of Advertising Department, LEGENDA Intelligent Development
The presented data is not quite correct to interpret for the whole e-mail marketing; I would suggest dividing it into direct marketing itself and some body movements for look-alike audience or CPA model with a permitted source in the form of cold mailings (of any kind, including SMS). If we are talking about conversion for our base, then yes, the results are good. Another point is that we work with already relatively loyal contacts, in addition, we offer original mechanics, something interesting, invite to events, and not banal stories about USP or "start of sales". In general, we try not to compromise the brand. That is, we cannot say that high conversion is the merit of the channel, rather, it should work like this a priori. And quantitative indicators for volume are already directly related to the volume of the client base itself and the "wants" of the developer.
Let's look further, contextual advertising clearly emerges as the leader in lead generation for real estate, with the number of first hits to the site being more than 100.
It is noteworthy that the first requests from the context are influenced by all channels involved in demand generation, not only digital media advertising, but also offline advertising, for example, from outdoor advertising, when a user, having seen the brand name, then enters it into the search and gets to the context. To draw the right conclusions, it is necessary to take into account all contacts of advertising with a potential client.
Evgeny Khokhlov, Head of Advertising Department, LEGENDA Intelligent Development
Any channel should be assessed based on its role and objectives. If we take the same media, then within the framework of a multi-channel sequence it is important to evaluate associated conversions for it, since, despite the low rates of direct conversion, very often media is the first interaction in such a sequence. If we talk about context, then it is definitely worth separately highlighting the share of branded traffic and separately analyzing networks, if we do not include them in the media. It is no secret that with an active offline campaign, the context will immediately grow due to branded campaigns. Therefore, you should not build hypotheses on the last touch. Returning to media, it is important to highlight audience purchases (whether these are networks or separate DSP platforms).
The effectiveness of organic traffic depends on the companies: some actively promote the brand using SEO, some do not, and the specific share of this channel depends on this.
Social is usually used for retargeting. For example, we do not use social networks and cold targeting capabilities on a large scale, since we do not have the appropriate models and hypotheses for pumping traffic.
How much does the first call cost in context?
So, context. The most digitalized channel with a couple dozen indicators. But one of the most visual for evaluating advertising is the cost of the appeal, since it takes into account both expenses and attracted leads for real estate.
The average cost of the first call in context for the first quarter of 2018 was 8,725 rubles. Not a small amount, even for real estate leads in St. Petersburg and Moscow. Note that the calculations included both very inexpensive calls for a couple of hundred rubles, and leads in elite real estate - for properties worth several hundred thousand. The difference in the cost of the first call in the regions and different segments is below. Let's look at the overall picture.
Lead in Real Estate Sales: What is it?
Where to get leads for a real estate agency?
How much does the first call cost in context?
How much does a first customer request cost in different regions?
Keyword Effectiveness in SEO
Real Estate Lead Qualification: Listening and Tagging Targeted and Non-Targeted Calls
Yes, requests are not sales, but there are no sales without them.
From a conversation about the goals of analytics
CoMagic specialists analyzed more than 72 million user telegram free number sessions, almost 350 thousand first requests to developers and real estate agencies from online sources for a year and a half, from Q4 2016 to Q1 2018 inclusive. Where do real estate agencies get leads on new buildings? We asked market participants to comment on the results and ready-made conclusions.
Lead in Real Estate Sales: What is it?
For any research, it is important to first define the main terms. By request we mean the first contact initiated by a site visitor: a call to a manager, a question in a chat, an application, etc.
Where to get leads for a real estate agency?
The most important question for an internet marketer is which channels to invest the budget in. The answer is simple - in those that generate leads for the developer
To find such channels, we compared the dynamics of conversion from visit to first request of 6 digital directions:display — banner (also known as media) placement;
e-mail;
organic — organic traffic from search results (SEO);
paid — contextual placement;
referral — referral traffic (the result of your PR);
social — social networks.
For ease of reading, we will divide the graphs into two parts.
Conversion by e-mail clearly stands out from all the others - almost 1%. Let's remember this figure.
Display performs the worst in lead generation for new buildings, with conversion rates at 0.15–0.2%.
Organic traffic at the level of 0.5%, contextual placement at the same level. Social networks with referral traffic at the level of 0.2 - 0.3%.
Daria Potenko, Marketing Director of Metrium company
In our experience, the effectiveness of an email newsletter depends on two main factors.
1) Mailing lists. The best results are obtained from lists of clients who have previously shown interest in a given property or a similar property.
2) Content/offer of the mailing. It has been noted that texts containing a specific offer with figures (cost of the lot, size of the discount in monetary equivalent) work better than others. Texts with information about the upcoming price increase work the worst.
What is the secret of such high efficiency of e-mail in attracting leads to new buildings? Probably, in low usage among developers and real estate agencies. We look at the dynamics of the number of first requests to the site by digital sources, and everything becomes obvious: only 1-2 leads in real estate from e-mail.
Evgeny Khokhlov, Head of Advertising Department, LEGENDA Intelligent Development
The presented data is not quite correct to interpret for the whole e-mail marketing; I would suggest dividing it into direct marketing itself and some body movements for look-alike audience or CPA model with a permitted source in the form of cold mailings (of any kind, including SMS). If we are talking about conversion for our base, then yes, the results are good. Another point is that we work with already relatively loyal contacts, in addition, we offer original mechanics, something interesting, invite to events, and not banal stories about USP or "start of sales". In general, we try not to compromise the brand. That is, we cannot say that high conversion is the merit of the channel, rather, it should work like this a priori. And quantitative indicators for volume are already directly related to the volume of the client base itself and the "wants" of the developer.
Let's look further, contextual advertising clearly emerges as the leader in lead generation for real estate, with the number of first hits to the site being more than 100.
It is noteworthy that the first requests from the context are influenced by all channels involved in demand generation, not only digital media advertising, but also offline advertising, for example, from outdoor advertising, when a user, having seen the brand name, then enters it into the search and gets to the context. To draw the right conclusions, it is necessary to take into account all contacts of advertising with a potential client.
Evgeny Khokhlov, Head of Advertising Department, LEGENDA Intelligent Development
Any channel should be assessed based on its role and objectives. If we take the same media, then within the framework of a multi-channel sequence it is important to evaluate associated conversions for it, since, despite the low rates of direct conversion, very often media is the first interaction in such a sequence. If we talk about context, then it is definitely worth separately highlighting the share of branded traffic and separately analyzing networks, if we do not include them in the media. It is no secret that with an active offline campaign, the context will immediately grow due to branded campaigns. Therefore, you should not build hypotheses on the last touch. Returning to media, it is important to highlight audience purchases (whether these are networks or separate DSP platforms).
The effectiveness of organic traffic depends on the companies: some actively promote the brand using SEO, some do not, and the specific share of this channel depends on this.
Social is usually used for retargeting. For example, we do not use social networks and cold targeting capabilities on a large scale, since we do not have the appropriate models and hypotheses for pumping traffic.
How much does the first call cost in context?
So, context. The most digitalized channel with a couple dozen indicators. But one of the most visual for evaluating advertising is the cost of the appeal, since it takes into account both expenses and attracted leads for real estate.
The average cost of the first call in context for the first quarter of 2018 was 8,725 rubles. Not a small amount, even for real estate leads in St. Petersburg and Moscow. Note that the calculations included both very inexpensive calls for a couple of hundred rubles, and leads in elite real estate - for properties worth several hundred thousand. The difference in the cost of the first call in the regions and different segments is below. Let's look at the overall picture.