PHOTO: REALESTATE.CO.NZ
I know I may appear to be constantly bemoaning the decisions (or lack of decisions) made by Realestate.co.nz, but the latest decision notified by the CEO in an email today, to my mind is not smart.
The decision they plan to make effective from the 5th August is to stop displaying the count of page views on individual listings, and instead only report the metric they term ‘reach’.
Let me be clear as to what these metrics mean, where they are displayed and why they are important. Take as an example this local listing seen in the screen shot below. On Trade Me after 24 days on the market this property has been viewed 3,625 times and on Realestate.co.nz a total of 1,721 times. This common metric to both sites is the number of page views, the number of time a person has viewed the listing, that is the full listing page on either the desktop / mobile browser or on the mobile app.
This metric is vital; not so much in comparing the relative number of page views between Trade Me and Realestate.co.nz, but in comparing differing listings in the same suburb to identify relative interest for a property on the two websites. I often provide advice to vendors by comparing their performance of page views on Realestate.co.nz after 21 day to the average of all listings in the same suburb, this way I am able to demonstrate the value of the marketing campaign they are paying for.
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