OpinionIndustry News

Google to track the property buyers that got away

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

How many potential buyers visit your Web site every day? How many of them do you manage to collect e-mail addresses from? One percent or 2 percent, 5 percent if you're doing really well. What happens to the people that don't respond to you? Some of them will be time-wasters and end up not buying, but others will purchase from your competitors.

This problem is particularly acute in overseas property as the purchase process takes such a long time that when a buyer finally comes to make a decision the chances are they've forgotten about you even though they visited your Web site a few months earlier.

Finding the buyers that got away

You usually get more than one shot at the cherry. If you understand your target customers' online journey, you can make sure you are highly visible in the paid and natural search results for phrases they search for and you can advertise on property portals they regularly use. However, it's a hit-and-miss exercise, and hundreds...