Agent Image strives to provide cutting-edge property marketing solutions, especially in a rapidly changing real estate market. In line with this mission, we launched ACCESS, a revolutionary real estate presentation suite co-developed with some of the leading agents and teams in the country.
On top of enabling realtors to create professional-looking presentations in minutes, ACCESS is also equipped with a powerful data analytics suite. What is analytics and why should agents be familiar with it? Our in-depth piece explores this important question.
Data Analytics 101
Data analytics is the practice of studying raw data to arrive at insightful conclusions and actionable business intelligence.
While analytics might seem daunting at first, it can tell you a lot about how effective your listing presentations are because it takes away most of the guesswork out of the equation. Here are just some of the ways that analytics can grow your business:
Monitor views and inquiries — Your presentation can look neat and perfect, but that won’t matter much if it doesn’t attract viewers and leads as a result. That’s why it’s crucial to actually look at these metrics after creating your presentation. With the appropriate analytics view, you can identify exactly when your presentations were viewed, and how long it took for prospects to turn into leads. If the views and inquiries on your dashboard tell you that a certain presentation generated a lot of attention, determine what worked well in that instance, then apply the same principles to future pitches. On the other hand, if you discover weak traction on your latest presentation through a high number of views but a low number of inquiries, it’s time to ask yourself what you could improve to get the results you want. Either way, you come away from the exercise as a smarter and more savvy real estate marketer.
Track user engagement — A presentation will have many pages and sections. The question, however, is which ones garner the most interest. Fortunately, digital presentations let you see performance on a more granular basis, as compared to other analytics tools that provide a broader view. As such, you can easily identify which specific parts are most engaging for viewers and which areas need further improvement. For example, seeing the average time spent on a presentation page with active comparables, lets you know that your viewers are interested in seeing similar content, which gives you a reason to reach out and provide additional resources. And if you notice zero time spent on your fancy bio page, then you’ll know where to cut the fat.
Define and refine your target audience — In the era of digital marketing, the most successful agents are those who can tailor a presentation to match their client’s needs. Of course, this starts by having a clear idea of who your quintessential customer is. When you use a digital presentation platform, you can see important data points that fill out that picture. You can cross reference user details, such as location demographics, to understand how your presentations are being shared, and if they are hitting the correct targets you set out. By observing the information you provide and the response you receive from your digital presentations, you can easily determine if you are truly aligned with your audience.
Minimize risk and maximize reward — Making the right call is crucial to any business. But in a world awash with uncertainty and where consumer touchpoints multiply by the day, arriving at a confident decision has never been harder. The good news is that you don’t have to make that call by yourself. Thanks to analytics, you can make data-based decisions that increase your chances of success while mitigating the risks you face.
Benchmark your goals — As the old saying goes: “You can’t improve what you don’t measure.” Having a firm grasp of your presentation’s performance tells you where you currently are relative to your goals. It enables you to set benchmarks and develop strategies that will help you meet them.
Meet your all-in-one digital presentation tool
The best part? You don’t have to be a data scientist to successfully analyze the results of your digital presentations. ACCESS, the estate industry’s first Digital Listing Presentation™ and Digital Open House™ platform, has a built-in analytics suite. Even better, it uses data visualization to render results in easy-to-understand charts and graphs.
You can access the analytics suite in just a few simple steps:
Create your FREE ACCESS trial account and log in.
Create and publish your first Digital Listing Presentation™ or Digital Open House™ presentation.
Go to the main dashboard and locate your presentation.
Click on the Options menu (three dots on the upper right) and choose “Analytics.”
And that’s it! You can now see crucial data points and derive insights from them.
Mastering the analytics suite
Now that you’re in the analytics suite, it’s time to learn how to make the most of this feature. Pay special attention to these three modules:
Views — Displayed as a line graph, this module shows the number of views your presentation has garnered so far. Results are tracked on a month-by-month basis, so you can also see long-tail results. If you wish to zero in on a specific time period, you may do so through the available filters, going back to the previous day all the way up to the previous year. If you are successfully sharing your presentation and receiving inquiries, the graph should show a parallel set of lines over time.
Average Time Spent Per Section — What content speaks to your prospects the most? This module answers that question with precision. ACCESS not only measures the average time people spent viewing your presentation overall, but will also break down that total as a pie chart to indicate the top sections where users stayed on the longest. As such, it’s easy to see which section or page drives the most interest, and how you can leverage that to your business advantage.
Demographics — While analytics primarily deals with numbers, its function is to measure or describe human behavior. For this reason, ACCESS’ analytics suite records behavioral data like location, page visits, and time spent. The demographics feature can yield interesting insights that inform your marketing strategy. For example, you may find that your presentation attracts a lot of interest from out-of-state prospects — which can be an early sign of business expansion opportunity. Seeing data about user demographics gives you insight into who is viewing your presentations, and where, so you can possibly expand your audience, or simply understand how word of mouth and networking is taking effect.
Even better, you can export the analytics report as a PDF, which you then share with clients. To do so, simply click on “Export” in the upper right corner of the screen and the file will downloaded automatically.
Turning numbers into business intelligence
As data scientists will tell you, numbers don’t speak for themselves. If you want to divine the wisdom that data sets provide, you need to put your critical thinking cap on.
Luckily, there are four modes of business analytics that you can use as a lens when interpreting raw numbers:
Descriptive analytics — The most elementary form of analytics, this attempts to use data to explain an event or a trend that’s currently happening. For example, after determining that a certain page has the highest time spent, you could analyze what aspects of the content make it successful.
Predictive analytics — Data doesn’t just tell you what’s going on, but also what might happen next. Indeed, the numbers you’re analyzing could clue you into the next big real estate trend — and give you an edge against the competition.
Prescriptive analytics — No one can be sure how a presentation performs until it’s published. When it does, however, you’ll have the data you need to come up with steps and strategies to optimize its performance.
Diagnostic analytics — Is a presentation not performing as expected? You can review the data to find culprits that might be preventing it from fulfilling its potential.
No matter which analytic approach you use, the goal is to always maximize your results using the data provided by the ACCESS analytics suite.
Reinvent your real estate presentations today
Now that you’ve gotten a glimpse of ACCESS’ powerful analytics feature, why not sign up for a FREE trial?
This is your opportunity to create beautiful and interactive real estate pitches using professionally designed templates. We’ll be rolling out our subscription program soon, so don’t miss this chance to preview our game-changing tool. Hurry, slots are limited!