Industry NewsTechnology

Web analytics put online marketing dollars to the test

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

Editor's note: Now that real estate brokers are spending more money on online marketing and advertising to drum up new business, they want to know -- in a very detailed way -- how much bang they're getting for their buck. In this three-part series, we examine a few technologies offering insight into return on investment. (See Part 1: Brokers get inside track on Web lead investments and Part 3: Targeting the newspaper real estate ad.) Slapping a Web site on the Internet and loading it with property listings and rich content that will keep people coming back is only part of the battle. More real estate brokers and agents want to track these investments, and figure out what lead sources and Web content are worth the money. That's the core thinking behind a new company VisiStat, a Web analytics service that's geared toward real estate and small and medium-sized businesses. More real estate advertising dollars are expected to migrate online in the coming years, with 34 perce...