There’s a growing tendency to judge a website’s performance not just on the number of visitors it generates, but the amount of time people spend on a site.

Last week we looked at how a change in what metrics are "important" often signals a change in the way technology is used ("New ways to measure online visitors").

But the shift in emphasis from number of users to time on site isn’t always directly useful for marketing your real estate practice online. Certainly it’s important, but it isn’t necessarily something on which you can take action.

For example, if you know that people spend around five times as many hours per week on Facebook than on Google, how will that change your marketing practices? The general clamor and hype might lead you to devote more of your resources to Facebook. This might not be a bad thing to do, but it’s reactive, not strategic, thinking.

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