Raising Visit and Closing Rates in Real Estate Digital Marketing

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In our Business Intelligence unit, we measure each and every behavior of campaigns and prospects, so we need a series of meaningful names for each of the metrics we manage, and in this post we will tell you about them, as well as well as our averages, so that you can use them for benchmarking.

Some of the metrics are of known and even common use by people immersed in the world of digital marketing and its analysis, but some others do not exist in the market, and have been designed internally to be able to make complete measurements of the process, starting with the reach of the advertising campaigns, and ending with the payment of the down payment on the property.

The funnel sections
Starting with the total scope of the advertising campaign, each step that the visitor advances, until becoming a prospect, a profiled prospect, and so on until reaching the closing, or payment of the down payment, must be measured separately. By doing so, we can detect Telegram Number Data possible problems in the process, and identify where interest is lost, in order to optimize the campaign and reach the largest possible number of potential clients, increasing closing rates, which is what in the end we are interested.

At profiles we manage a sales funnel consisting of 5 parts, Attraction, Conversion, Profiling, Consulting and Closing, and several metrics that allow us to measure its performance.


Metrics used
The vast majority of digital MKT companies use the following metrics to analyze their campaigns:

CTR (Clicks)
The rate of people who click on the ad is called CTR, or Click Through Rate, and measures the interest that the people reached show in the development we are offering.

LTR (Prospects)
When we measure the number of people who leave us their basic information, based on the total number of clicks, we obtain the LTR or Lead Through Rate.

Some companies even use some version of the PTR as well:

PTR (Profiles)
The PTR or Profile Through Rate, refers to the people who leave us complete information in order to be profiled, regarding the number of unprofiled prospects.

The following values ​​were developed by Perfilan to fully measure campaign behaviors:

ATR (Assessment)
Through Rate Advisory measures the percentage of people who wish to generate a visit to the development.

VTR (Visits)
The number of actual visits made to the development is known as VTR or Visit Through Rate.

ETR (Down payment/Closing)
Finally, the ETR or Down Payment Through Rate measures the number of people who actually made the down payment, which we count as the completion of the process.

By analyzing not only the prospects' responses, but also their behaviors and digital interactions, we can learn a lot about the quality of the lead, and even place them on a timeline of purchase possibilities, as we analyzed in the post "10 behaviors of the ready prospect. " to buy .”



Compare your rates
By analyzing the rates of clients who use the Perfilan service to accelerate their sales, we obtain very interesting information.

Following our procedures and best practices for follow-up, which you can consult in the post “ How our most successful clients work ”, our clients obtained on average a visit rate of between 18% and 22% .

In the same way, scheduling and following up on appointments, as you can read in the post “ Selling through hope DOES NOT work ”, our clients benefited from closing rates of between 5% and 10% with respect to the number of appointments.