Google: Still the dominant traffic source
Posted: Tue Jan 21, 2025 8:09 am
Traffic sources have remained similar to those of the past, but with some changes, specifically, more importance has been given to traffic from social networks, new search engines and more direct traffic.
Google still accounts for 64-78% of all traffic to the websites we analyzed, with 15-30% of direct traffic coming in second.
The second most used search engine by US-based real estate companies has been DuckDuckGo, with a 2% traffic share, which has replaced Bing in second place. Worldwide for 2022, Bing, however, still accounts for 3% of traffic, while for the Asian market, China’s Baidu has grown to capture 8% of all mobile searches, placing second in the respective space.
Social traffic accounts for between 1% and 8% of all traffic, with Facebook being the main source. In addition, social media in 2020 was the preferred channel for approximately 21% of readers who wanted to make an enquiry about a company.
Much of the traffic on social media is attributed to direct traffic. This is because many apps, such as WhatsApp and Signal, do not allow you to trace their origin. This means that sharing property links with your family on those platforms, and them clicking on those links, will count as direct traffic, even though it is actually social traffic.
Social traffic is increasing, but the value is low
More people than ever are coming to real estate websites from social media, especially Facebook. This is due to two things: agents using social media to share listings and the rise of advertising campaigns.
However, we see from the numbers that this traffic is of slightly lower quality than average, and that conversion rates are also lower than compared to organic traffic.
In our opinion, this is because social media users are essentially in “browsing” mode, and not actively searching for something.
Social media is the best tool to create awareness, but if you are looking for imm chief vp compliance email database ediate conversions, it is not the best way.
Social networks other than Facebook still account for very low amounts of traffic, especially Twitter and Instagram.
Industry standard conversion rates
Let's take a look at industry-standard conversion rates for real estate agencies, brokerages and developers.
For the following statistics we have analyzed conversion in 126 real estate companies that have 50,000 monthly visitors or more.
Average conversion rates for real estate websites are very low compared to other industries, standing at around 0.6%. This is due to the type of traffic that the real estate agency receives. Even if you search for properties weekly or monthly, the average person may only buy and sell a home a few times in their lifetime.
Google still accounts for 64-78% of all traffic to the websites we analyzed, with 15-30% of direct traffic coming in second.
The second most used search engine by US-based real estate companies has been DuckDuckGo, with a 2% traffic share, which has replaced Bing in second place. Worldwide for 2022, Bing, however, still accounts for 3% of traffic, while for the Asian market, China’s Baidu has grown to capture 8% of all mobile searches, placing second in the respective space.
Social traffic accounts for between 1% and 8% of all traffic, with Facebook being the main source. In addition, social media in 2020 was the preferred channel for approximately 21% of readers who wanted to make an enquiry about a company.
Much of the traffic on social media is attributed to direct traffic. This is because many apps, such as WhatsApp and Signal, do not allow you to trace their origin. This means that sharing property links with your family on those platforms, and them clicking on those links, will count as direct traffic, even though it is actually social traffic.
Social traffic is increasing, but the value is low
More people than ever are coming to real estate websites from social media, especially Facebook. This is due to two things: agents using social media to share listings and the rise of advertising campaigns.
However, we see from the numbers that this traffic is of slightly lower quality than average, and that conversion rates are also lower than compared to organic traffic.
In our opinion, this is because social media users are essentially in “browsing” mode, and not actively searching for something.
Social media is the best tool to create awareness, but if you are looking for imm chief vp compliance email database ediate conversions, it is not the best way.
Social networks other than Facebook still account for very low amounts of traffic, especially Twitter and Instagram.
Industry standard conversion rates
Let's take a look at industry-standard conversion rates for real estate agencies, brokerages and developers.
For the following statistics we have analyzed conversion in 126 real estate companies that have 50,000 monthly visitors or more.
Average conversion rates for real estate websites are very low compared to other industries, standing at around 0.6%. This is due to the type of traffic that the real estate agency receives. Even if you search for properties weekly or monthly, the average person may only buy and sell a home a few times in their lifetime.