Why Are Goal Conversions So Important in Real Estate Marketing?

Eric, Feb 16, 2023

When developing any marketing campaign, a goal conversion is one of the most important elements to define. When putting together a marketing campaign, most agents focus on the message and visuals, which are important, but forget to include a trackable goal conversion. Why is this so important? It’s the only way to measure the efficacy of your campaign. Common goal conversions in real estate marketing include:

  1. Inbound Phone Call: A potential customer calls you or your office.
  2. Inbound Webform: A potential customer fills out a form on your website and requests you to contact them.
  3. Inbound Webchat: A potential customer engages with the chat feature on your website and requests that you contact them.
  4. Property Inquiry: A customer asks for more details about a specific property over the web.
  5. Visitor Registration: A customer engages with your property search feature and registers with their contact information (usually in order to obtain some information behind the registration wall).

Goal Conversion Setup

Setting up goal conversions can often take more time than developing a single marketing campaign. In order to track phone calls, you will need some tracking system like Callrail or WhatConverts, which both provide unique phone numbers to add to specific campaigns or marketing sources. Likewise, inbound webforms and webchats require setup at the Google Analytics level, which has become more complicated since the release of GA4 (this is also the case with property inquiries and registrations). However, if you fail to set up conversions prior to your campaign, it will be impossible to measure the efficacy of your campaign. You can’t measure your campaign’s success without conversions, so it becomes impossible to improve it.

Offline Conversions

The conversions mentioned above are all related to online marketing, but agents often leverage offline marketing like postcards, radio, or billboards. It’s both possible and highly recommended to include goal conversions in offline campaigns. In order to do so, you must create custom conversion points that are unique to that campaign. A postcard campaign can include a unique phone number for phone conversions or a QR code that directs the visitor to a unique landing page. In this way, you can see the actions the campaign drives: The conversions. Likewise, a radio campaign can direct a user to call a unique number or visit a unique website.

Goal conversion is a vital aspect of marketing campaigns. It provides a measurable metric for evaluating the effectiveness of the campaign. While the focus is often on message and visuals, the inclusion of trackable goal conversions allows for precise measurement and improvement. Setting up goal conversions may require additional effort and the use of tracking systems or analytics tools, but it is crucial for accurately assessing campaign performance. Furthermore, goal conversions can be implemented not only in online marketing but also in offline strategies such as postcards or radio advertisements. By incorporating unique identifiers or call-to-action elements, marketers can track offline conversions as well. Ultimately, the integration of goal conversions empowers marketers with valuable insights to optimize future campaigns and drive better results.

Categories Agent Advice
About the Author

Eric Bramlett is the broker and owner of Bramlett Residential, a mid-sized brokerage in Austin, Texas. Eric is a 19 year veteran in the Austin real estate market and specializes in building systems and technology. Bramlett agents pride themselves on their exceptionally high standards for client service and both industry and market competency. Eric lives in central Austin with his wife and son. In his spare time, he enjoys cycling, climbing, and traveling to be in the mountains.

Last updated: 05/16/2023

2300+ Client reviews!

Crystal Hirst understands market conditions and how to position. She does her research well and helped us price our house to “SELL”. Indeed it sold much faster than our expectation, while multiple other units in the area, and in fact on the “same street”, still remain unsold. Ultimately Crystal brought us multiple interested buyers and we achieved higher than asking because of this multi-party interest that Crystal generated. We enjoyed our experience, her professionalism and excellent communication. We highly recommend Chrystal Hirst as your realtor.

I have been thoroughly pleased with my experience with Bramlett Residential and my realtor Tyson Hombroek. Tyson provided outstanding service in helping me with the sale of my house. He is very professional and on top of the market. We stayed in constant communication and he was helpful in answering all my questions I had. This was a great experience. I highly recommend them.

Kasey Gilliam was very professional and communicated through the whole home buying and searching process. highly recommend working with her. She has great expertise in Austin and lead very helpful with all of our home buying questions and concerns!

Vicki Duran from Bramlett was extremally informative and made the whole sales process effortless. I used her to not only purchase my home 4 years ago but also for the sale of the same home. Communication is key for me and Vicki was available at any time to answer questions and to keep us looped in during negotiations and or pending offers. Her attention to detail really stans out and had her clients best interest in mind at all time.

I highly recommend Vicki to anyone looking to purchase a home or sell their home, having used her for both I know you will be glad you did.

Elizabeth is AMAZING!!! She went above and beyond to secure me an absolutely beautiful home. HIGHLY recommended.

Elizabeth is amazing at her job. She found my roommates and me a great house and made the whole process very easy 10/10

Elizabeth was great and easy to work with and helped me a find a tenant quickly. She was prompt in communication and I would highly recommend her to everyone finding a new tenant

Elizabeth has helped me find a home not once, but twice! She’s incredibly responsive and communicative- Both times I’ve worked with her, she has prioritized what I’m looking for, been super realistic and honest, and is always my advocate. I’m so grateful for her hard work!

Elizabeth was extremely helpful in our process of buying our first home. She was extremely responsive, friendly and made the home buying process extremely simple and easy. Thanks again Elizabeth you’re the best!

If you’re looking for a good realtor in Austin or surroundings, call Elizabeth. Buying a house with her was easy breezy. Found a house and closed in 30 days. She’s to the point, doesn’t waste your time, and gets the job done. What more do you want? Thanks!

Elizabeth helped me with the purchase of my home, and I could not have been more pleased. As a first time home buyer, the process was overwhelming but Elizabeth made it less complicated and explained everything in much simpler terms. She was there with me for every step and I’m so grateful for her!

Working with Elizabeth was a complete delight. She made my daughter’s move to Austin a huge success under crazy circumstances.

My daughter was living in London when she got her job in Austin, and I live in Chicago. An Austin friend connected us to Elizabeth, and over the phone and via FaceTime, Elizabeth not only figured out exactly what my daughter needed in an apartment, she found the perfect place within a day.

We completed the entire transaction, sight unseen, with Elizabeth’s help. When we got to Austin, both my daughter and I were thrilled.

I can’t rave about Elizabeth enough. She’s great.

Click Here to Read All Reviews