Sunday
June 26, 2016

Virtual Tours Are a Slam Dunk for Your Site

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Virtual Tours Are a Slam Dunk for Your Site

Virtual home tours on YouTube drive far more traffic to broker websites than listings on large real estate syndication sites, according to an analysis by real estate marketing firm WAV Group of its broker clients.

From the beginning of the year through the end of August, brokers have seen virtual tours rise to the fifth or sixth biggest source of traffic to their websites, behind the major search engines, such as Google, Bing, and Yahoo!, as well as Facebook. Real estate syndication sites rank lower than all of these, accounting for about 10 percent of overall traffic to broker websites, according to WAV Group.

All Eyes on You

"The overall numbers for traffic generation from syndication websites continues to decline, despite traffic to the top sites continuing to increase," Victor Lund, founding partner of WAV Group, writes on the company's blog. "This trend keeps growing, as the portals are destination websites. Consumers are finding fewer and fewer reasons to click through to the broker website.

"Some WAV Group clients do not syndicate at all. Others enhance on all or some of those sites. Others just send the data and hope for the best. Not syndicating at all or enhancing on each site are the two most successful strategies. Sending data without enhancing delivers negligible results."

The top referrer for traffic to broker websites is "Direct" or "None," meaning that the referring website could not be tracked by Google Analytics, according to WAV Group. Google was also a top referrer, and that has important implications for virtual tours on YouTube because "Google displays YouTube results in the search results above the fold," Lund writes. "That means that the video gets great SEO — usually better than the broker's listing detail page. This is the driving force behind the strategy of publishing virtual tours on every company listing."

Other search engines — Bing, Yahoo!, and AOL — ranked below Google, followed by Facebook, which, WAV Group notes, is the only social media channel driving any substantial traffic to broker websites.

"Twitter is almost dead, with one exception: a broker who has a chief economist who tweets a lot," Lund writes.

Source: "Midyear Broker Website Benchmarks," WAV Group (Sept. 11, 2014)

Twitter is amost dead with one exception – a broker who has a chief economist that tweets a lot - See more at: http://waves.wavgroup.com/2014/09/11/midyear-broker-website-benchmarks/#sthash.xMmoNexT.dpuf
Some WAV Group clients do not syndicate at all. Others enhance on some or all of those sites. Others just send the data and hope for the best. Not syndicating at all or enhancing on each site are the two most successful strategies. Sending data without enhancing delivers negligible results. - See more at: http://waves.wavgroup.com/2014/09/11/midyear-broker-website-benchmarks/#sthash.xMmoNexT.dpuf
Some WAV Group clients do not syndicate at all. Others enhance on some or all of those sites. Others just send the data and hope for the best. Not syndicating at all or enhancing on each site are the two most successful strategies. Sending data without enhancing delivers negligible results. - See more at: http://waves.wavgroup.com/2014/09/11/midyear-broker-website-benchmarks/#sthash.xMmoNexT.dpuf
Some WAV Group clients do not syndicate at all. Others enhance on some or all of those sites. Others just send the data and hope for the best. Not syndicating at all or enhancing on each site are the two most successful strategies. Sending data without enhancing delivers negligible results. - See more at: http://waves.wavgroup.com/2014/09/11/midyear-broker-website-benchmarks/#sthash.xMmoNexT.dpuf
The overall numbers for traffic generation from syndication websites continues to decline despite traffic to the top sites of Zillow, Trulia, Realtor.com and Homes continuing to increase. - See more at: http://waves.wavgroup.com/2014/09/11/midyear-broker-website-benchmarks/#sthash.1Kg94evi.dpuf
The overall numbers for traffic generation from syndication websites continues to decline despite traffic to the top sites of Zillow, Trulia, Realtor.com and Homes continuing to increase - See more at: http://waves.wavgroup.com/2014/09/11/midyear-broker-website-benchmarks/#sthash.1Kg94evi.dpuf
The overall numbers for traffic generation from syndication websites continues to decline despite traffic to the top sites of Zillow, Trulia, Realtor.com and Homes continuing to increase - See more at: http://waves.wavgroup.com/2014/09/11/midyear-broker-website-benchmarks/#sthash.1Kg94evi.dpuf