#3 – Individual Listing Detail Pages Upgrades
Visitors don’t just enter your real estate website via the homepage.
In fact, many visitors first access your website via your listing detail pages. This can either be through a property listing shared via social media, or by directly searching for a specific address on Google. As such, you need to make sure your listing detail pages make a good impression just like your homepage.
To illustrate this, we looked at some of our clients’ websites. In 6 of the most active websites, 6,282 out of 14,480 sessions were initiated on the listing detail pages. This averages out to 43.4%, which is a huge segment of visitor sessions and they all bypassed the homepage. As a result, there’s information on the homepage these visitors may have never seen – so these listing detail pages better be good enough to stand on their own.
Here’s a breakdown of entries via listing detail pages for 6 of our clients:
- Devon Owen: 283 of 748 sessions, 38%
- Victoria Luxury Group: 1330 of 3059 sessions, 43.4%
- The Esposito Team: 2,118 of 6817 sessions, 31.1%
- Ali Khan: 2022 of 2612 sessions, 77%
- Anthony Trinetti: 529 of 1244 sessions, 42.5%
- Mel Montgomery: 197 of 580 sessions, 34%
Another important website metric is average time on page which tells you the average length of time a visitor spends on a given webpage. This can give you a sense of how your content is engaging visitors who come to the webpage. For a listing detail page this could be from reading the property’s details, watching a video tour, looking at the photos and weighing pros and cons.
Below is the average time on page specifically for listing detail pages:
- The Esposito Team (2:44)
- Victoria Luxury Group (2:31)
- Anthony Trinetti (2:11)
- Ali Khan (2:10)
- Devon Owen (1:57)
- Mel Montgomery (1:28)
For context, these average times are good. Real good. According to Klipfolio, which makes business intelligence software, a good average time on page for most industries is 52 seconds. Other sources use a range of 50-60 seconds as a good average time on page. Since real estate transactions are themselves big deals, it makes perfect sense for visitors to linger on listing detail pages for so long. This also reinforces how important it is to have eye-catching, professional listing pages because your visitors can be looking at this webpage longer than others on your website.
Take a look at how we help Realtors® take their listing detail pages to the next level.