21 September 2020/ For CRE Professionals

Your guide to listing performance reporting by Realla

All Realla ads come with robust reporting information to help you assess performance and benchmark against other buildings in your area.

Visit Marketing Centre now to view the ‘Listing Performance Report’. This report enables you to examine the performance of your Realla ad listings taking into consideration metrics like impressions, prospects number, time spent on the page and more.

Plus, now you can add and update your listings via the CoStar app, giving you full control over your ads wherever you are.

Listing Performance Report

Executive summary

At the top of the Listing Performance Report, you’ll find a summary of your ad performance.

There are three key statistics featured in this panel:

  • The number of prospects that saw your ad – the number of searchers visiting your ad listing
  • The number of times your ad was seen – the number of times your ad was shown to searchers on Realla
  • Exposure level – this number represents how much reach your ad is getting compared to a basic listing in a given property type

In the boxes on the right-hand side you can see a few characteristics of your listing ad:

  • Days on the Market – this shows how long this building has been advertised on Realla
  • Quality Score – this is a propriety algorithm that calculates the quality score of your listing. The quality score algorithm analyses the description length and words used, the richness of media including photography, video and 3D tours, tags and fields completed.
  • Exposure Level – this indicates what level your property is currently advertised as. It could be one of the following: Standard, Premium, Gold, Platinum or Diamond

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Listing Activity Report

Understanding reach and exposure level are crucial for assessing the long-term performance of your ads.

In this section, you will be able to examine your ad performance trends in terms of total visits across a one-year period as staggered or aggregated numbers.

You will also be able to compare your ad performance with your direct competitors or benchmark it against the entire category.

Key performance metric available in this report:

  • Total Views – the total number of times your listing was visited by all searchers
  • Unique Prospects – the number of searchers who visited your listing. It’s a unique number which means that if a visitor came back to the website, it’s counted only once
  • Unique Brokers Views – the number of unique agent users that visited your listing
  • Unique Tenants Views – the number of unique tenant users that visited your listing
  • Total On-Market Views – the number of visits from searches for the market your property is in
  • Total Out of Market Views – the number of visits from searches outside the market your property is in
  • Total Detail Page Clicks – the number of clicks on the detail page of your listing
  • Average Time on Listing – the average length of a visit on your listing
  • Total Engagements – the number of submitted enquiries (TBC – need to check it)
  • Total Time on Listing - an aggregated time length spent on your listing by all searchers

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Activity Summary

In this section, you can see the most important metrics when analysing the performance of your ads. Those include:

  • Total Views – an aggregated number of ad views in a given time frame
  • Unique Prospects – the number of searchers who visited your ad. It’s a unique number which means that if a visitor came back to the website, it’s counted only once
  • Average Time on Page – the average time a visitor spends on your listing
  • Detail Page Clicks – the number of clicks on your ad from search results pages
  • Frequency – the average number of times your ad was seen by a visitor
  • Total Time on Page – the accumulated time all visitors spent on the page with your ad

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Visitor Details

This report is particularly valuable as it enables you to trace visitors of your ad back to the companies they work for. It provides a great prospecting tool for your leasing or sales teams.

*Reporting trivia*  - This part of the report relies on reverse IP matching technology. It recognises the IP of searchers and compares it to our database of registered company IP addresses to identify the company.

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Traffic Sources

Within the report, there are three types of traffic source classification:

  • New Visitors vs Returning Visitors:
    • New Visitors – the number of searchers that visited your listing for the first time in a given time frame
    • Returning Visitors – the number of searchers that visited your listing at least twice in a given time frame
  • In Market and Out of Market – Market is defined as the designated Metropolitan Statistical Area:
    • In Market – Visitors that come from the designated market 
    • Out of Market - Visitors that come from outside of the designated market 
  • Traffic Source – this informs you of where visitors found your listing:
    • Organic – traffic from users that landed on the page from search engine results that are not paid adverts
    • Paid – traffic from users that landed on the page from paid Google or Bing adverts
    • Direct – traffic from users that use a direct link to visit the page
    • Referral – traffic from users that click on the website link from another website or blog
    • App – traffic from users that click through the app and landed on the website page

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Location data

This graph allows you to examine where your searchers are based visually, helping you to spot search clusters and assess reach by geo-location. The table on the side of the maps gives you details on the 10 top locations your searchers are based in.

Login to Marketing Centre to find out more

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For more information performance reporting or any other questions, email support@realla.co or call +44(0) 20 3205 4500