Google Analytics for Real Estate, What Gets Measured Grows!

Stephen Atcheler
Stephen Atcheler


The modern Real Estate Business has to be across all facets. In 2021, the game will 100% change and you must be an online business wherever possible. Today, we are going to talk about measuring your lead generation efforts using Google Analytics.

What is Google Analytics?

Google Analytics is a platform where you can measure everything to do with your website, but most importantly, conversions. It is very easy to set up. You simply sign up and create your analytics code. Simply forward that to your Real Estate Web Developer and you are on your way. You will be able to now see traffic on your website and all other different stats.

Here are the things I look at, on a daily basis, for all my different websites.

The first thing I like to check is the acquisition. This basically tells you where your visitors are coming from. We run Google Display Ads, Facebook Ads, send out email campaigns & blogs on other websites and spend a serious amount of time on our SEO. So ultimately, I want to see who is coming from where and what is converting.

Google Analytics - Acquisition

For the year, 15% of our website traffic has come from organic search. The aim next year is to have that up around more like 30%.

Here is a graph of the lifetime increase in organic traffic. It is really hard work.

Google Analytics Organic Traffic

The other cool thing in the acquisition tab is Search Console. This is another tool you will have to set up and link to your account. Once you do this though, you will be able to see how people have found your website. What did they search for in Google?

Google Analytics Search Console

The table above is how people find us. I must tell you, that excites me to see that they find us exactly how we planned. This brings me back to the point of this article. If something is not measured, it cannot grow. In 2021, we have a carefully crafted plan to dominate our niche and it all comes off the back of our website.

Now the second most important thing to look at is conversions. You will have to set this up and it is not hard. Basically, you will have a goal of what you want a visitor to do, for example, book a free appraisal. If they get to the success page after they submit their details, that would be a conversion. I hope that makes sense.

Google Analytics Conversion

You will see here we have generated 216 leads for 2020—not bad, considering all that was going on with the pandemic.

In the graph below, you will see what is called assisted conversions. So, for our type of business, you will see that Google Search and paid Display Ads have been quite successful. However, social and email not so much. If I did not know this information, I would not be able to make any clear decisions, right?

Assisted Conversions

Here below are the top paths that show, once again, that organic search is the way to go for our business.

Google Analytics Top Channel

Lastly, I want to show you what is called the lead time lag. This shows how long it is before they actually took action. You will notice here that 71% of our visitors took action on the same day that they first visited and our next highest time delay was 31 – 61 days. I find this stuff very interesting.

Google Analytics Lead Time Lag

As a business owner, if this is not your thing, that is cool; however, you better have someone in your business that this is their thing. Moving forward this year, put this on your to-do list. If you want help with it, I have an army of skilled staff here that can do it for you.

I hope you got some value out of this. All the best for 2021!

About the Author

Meet Stephen Atcheler, the Managing Director of a Real Estate Virtual Assistant Company. Stephen has been working in the industry since 2013 and has a wealth of experience in making outsourcing work for real estate businesses. He fell in love with real estate at a young age and has been working in the field since 2005. Stephen's passion for real estate and helping other business owners thrive led him to start his own real estate business in 2012, and eventually, to establish a real estate virtual assistant company to take it to the next level. Stephen's wealth of experience and knowledge in real estate and outsourcing make him the perfect person to guide you in setting up your own virtual assistant team. Feel free to reach out to him on Facebook, LinkedIn, Twitter, or Instagram.

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