Leveraging Big Data in Real Estate Marketing
Are you putting big data to work to improve your marketing strategy? The term “big data” is intimidating, but really it’s just the numbers and information marketers have always used to gain insight and make data-driven decisions. In today’s real estate marketing world we have data coming at us from all sides: landing pages, social media interactions, website visits, just to name a few. It’s important to untangle all that data and make sense of it so you can use that information to answer questions, make decisions, and add value to your business.
Establish a data-driven culture.
Everyone in your organization should have access to data and be trained on how to use it to make decisions. Schedule a training so everyone in your department knows how to use analytics to make sense of the data. Send out monthly, or even weekly, data performance reports so everyone is aware of the peaks and pits, or what’s working and what’s not.
Data allows you to change quickly with your market.
Leverage the latest, most up-to-date data to make decisions. Recent data gives you the most accurate snapshot of visitor behavior: what your customers want right now, and how they’re reacting to the most recent updates on your website, e-mail, social media, etc. Use big data to be agile when it comes to decision-making and stay relevant to your audience.
For example, in order to increase your e-mail open or open-to-click rates, look at the data from the past e-mails you’ve sent. What kinds of titles, call-to-actions, or types of links did they contain, and how did the A/B tests compare when it came to opens and clicks? Use relevant data to help you set goals, gauge performance, and set success indicators.
Extract the noteworthy data.
There’s an infinite amount of data out there and it’s easy to get bogged down by it all. Organize the data that’s most useful to you and that will help you move closer to your goals. Narrow down your performance indicators, such as unique visits to your website, month-over-month growth, landing page conversions, or social media visits. Make big data manageable by extracting relevant information.