Poll Results: Leads, Not Uniques

After discussing the importance of lead measurement recently, propertyportalwatch.com asked readers what they see as the most important measure for a property portal.

The results are now in, and we found an overwhelming number of readers – 67 percent in fact – think the number of leads generated by a property portal is its most important measure.
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It’s All About the Leads

Property portals around the world are famous for talking up their numbers. Almost every week we receive press releases claiming one of two things – a portal is bigger or faster than everyone else in their market. The bigger claim is almost always followed by a Unique Browser, page view or visitor number while the faster claim is followed by some percentage growth between two arbitrary dates. This approach is reminiscent of newspapers touting circulation and readership.

While these are interesting, they are not that relevant outside of the industry and probably not that relevant to the people that matter most, the advertiser. They are measuring the inputs and not the outputs. What portals should be talking about is the number of leads they generate for the advertiser. This is the true measure of effectiveness. The problem is most portal sites just don’t know how many leads they really generate.

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