Curiosity definitely did not kill the estate agent!
Maybe you’ve just invested a fortune in a stunningly designed website and you’re convinced it’s generating valuations for you. Great! Or maybe you suspect it’s not so good and you’re about to upgrade in order to win some instructions. Or maybe you’re just curious to know the truth.
You’ve looked at your Google Analytics, so you know how much traffic you have. 6,500 visitors last month, viewing an average 5.5 pages each. Fab, you think. And you know that 35 per cent of your traffic visits on a phone. Great? Well, maybe. It’s certainly better than last year; you had 28 per cent last year.
But the truth is you have no idea if these numbers are good or bad, and if they’re helping build your agency, relative to the agent down the road. Do they have more traffic? Do they get more customers from Google than you or engage potential vendors more deeply? Are you missing a trick, or performing really well?
Frankly, anyone who cares about winning more instructions in their local market, needs to understand how their principal marketing vehicle is performing, so you can work on improving it to win more valuations. Time to find out the truth.
What is the Homeflow Benchmarking Survey (HFBS)?
For the first time ever you can now answer these questions. The Homeflow Benchmarking Survey (HFBS) compares you to competitor agencies anonymously. It identifies what’s working well for you: is your site fast compared to other similar sized agents? What should you celebrate in your website (or protect if you’re about to rebuild it)? Where are you weak? If you can fix those gaps, you’ll pick up more instructions next year, for sure.
When you sign up you simply grant Homeflow access – under strict confidentiality rules – to your website analytics. Homeflow’s computers log in, and pull down 12 months of your KPIs on about 20 different dimensions. They mix those up, index them by branch count, and average them with the same metrics from dozens of other agents, arranged into groups of similar sized agencies (so if you are a single branch independent, you are looking at your web traffic relative to other independents, whereas a 60 office group will be compared against other agencies with more than 50 offices). Now you can see your performance in a dashboard relative to the relevant averages. It’s strictly anonymous: you can’t look at any individual agent’s performance, and nobody can see your data, but you do get to see how you stack up relative to others like you, and that’s gold.
We’re going to be taking each of the metrics; traffic volumes, SEO, speed, bounce rates, session duration and examine them in depth. We’ll publish industry averages and trends from the basics right up to advanced online marketing tips. And it launches at The Negotiator Conference!
It’s currently completely free of charge. There are over 150 agents already signed up , across the whole industry, from large corporate networks through regional groups to many, many independent agencies. They include agencies like Belvoir (140 offices), Winkworth (90+), Marsh & Parsons (24), Stags (20), Seymours (12), Bradleys (32), Peter Alan (30), alongside many dozens of independents. All agents are welcome to benefit from this initiative: you don’t have to be a Homeflow client.
Who is behind the survey… and why?
Homeflow built the benchmarking software in order to help them understand what was working for their clients. They build websites for hundreds of estate agents in the UK, ranging from 100 branch giants like Winkworth, Northwood and the Leaders Group, through powerful mid-sized groups like Stags, Seymours, Bradleys, and hundreds of single branch independents, who want exactly the same power and quality, in an affordable package.
Property Software Group (PSG) recently stepped in to sponsor the benchmarking initiative. James Toogood, Sales Director said, “The web is driving ever more leads into our clients’ businesses, and we’re working with Homeflow to integrate this activity more closely into our suite of software products. Understanding where your traffic is coming from and how well it converts into customers who you then manage in your software, is a crucial piece of the puzzle. That’s why we’re excited to throw our weight behind this exciting initiative, to help agents better understand how their business is performing relative to the market.”
The Negotiator is supporting the project too, helping to drive the survey through from the current 150+ participants, towards whole of market intelligence. We’re also going to be wading in to help demystify some of the findings to readers. During 2016, we’ll take each of the metrics, from raw traffic volumes, through speed, SEO, bounce rates, sources of traffic, session duration, and examine the topics in depth.
We’ll publish some of the industry averages and trends, and we’ll endeavour to explain the significance of the metrics, starting from the real basics, working right through to advanced online marketing tips. And to make sure everyone has the opportunity to join in, we’re going to kick all of that off with a bang at the Negotiator Conference on 3rd November 2015.
Benchmarking results at The Negotiator Conference
To launch the benchmarking, we’re encouraging all of this year’s Negotiator Conference attendees to join the initiative before the day. Then we’ll be distributing printouts with some of your charts to you individually, ahead of a seminar presented by Homeflow, who will run through some of the findings in overview. So you’ll be in the room, looking at a private report with some of your own site’s performance stats, whilst being able to see how you rank compared to agent averages in the UK. It should make for a fascinating, and utterly engaging session.
Great. I’m in.
Sign up! It’s free,
and takes 5 minutes.
or any questions, call:
0207 801 9875