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Project Name

Implementing Google Analytics Connector for a Real Estate Company to Boost Lead Conversions

Industry
Retail
Technology
Salesforce

Overview

Our client, a prominent real estate company operating across multiple digital platforms for property marketing, virtual tours, and online documentation, faced a significant challenge in understanding user behavior. With an aim to boost their ROI, they sought a seamless solution that could offer powerful, data-driven insights. Their goal was to enhance their digital presence strategically, using analytics to drive engagement, streamline user experience, and maximize return on investment across all platforms.

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Challenges

The client was facing multiple challenges that include:

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  • Difficulty Tracking Multi-Platform User Journey: It was challenging for our client to track user journeys and capture and analyze their interactions on the website across mobile, and desktop, as well as multiple channels like listings, virtual tours, and contact forms.
  • Limited Property Performance Insights: Our client was unable to identify which properties generated the most interest and understand the factors influencing listing views and pricing optimization.
  • Difficulty in Assessing Lead Quality: Due to high volumes of property inquiries, it was hard to distinguish between potential buyers and casual browsers.
  • Marketing ROI Measurement: Complicated marketing ROI measurement across various digital channels. This resulted in a lack of accurate attribution and determining the true return on investment for digital marketing efforts.

Our Solution

We implemented our Salesforce app, Google Analytics Connector (GAC), which integrates Google Analytics 4 (GA4) with Salesforce Commerce Cloud (SFCC) to address the above challenges. Here’s how our solution helped the client:

  • Advanced User Journey Tracking: With Google Analytics Connector (GAC), our client was able to track essential real estate interactions, including virtual tour views, property saves, and inquiry forms. GA4’s insights provided a clear picture of the entire property discovery journey.
  • Real-Time Property Analytics: Our real estate client gained instant visibility into property listing performance, such as view times and inquiry rates. This enabled timely adjustments to pricing and marketing strategies.
  • Custom Event Tracking: We had customized GAC to track events like time spent on virtual tours, property comparisons, schedule viewing requests, etc., offering valuable insights into buyer behavior and preferences.
  • Cross-Platform Integration: Through seamless links to marketing channels like Facebook Ads and Google Ads, we empowered the client to measure and refine property promotion efforts across platforms effectively.
Results
The real estate client experienced the following improvements with Google Analytics Connector:
  • 35% increase in qualified leads
  • 25% increase in virtual tour completion rates
  • 30% longer average time spent on property listings
  • 20% higher inquiry-to-viewing conversion rate
  • 40% reduction in cost per lead
  • 50% increase in ROI from digital marketing campaigns
  • 28% improvement in lead conversion rates
  • 23% increase in property transactions
  • 15% reduction in average days on the market
  • 18% growth in overall revenue

Outcome

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Conclusion

We transformed real estate operations with the Google Analytics Connector (GAC), enabling a 360° view of user behavior, property performance, and marketing ROI. By tracking complex user journeys across digital touchpoints, our Salesforce app empowered data-driven decisions that improved operational efficiency and customer engagement. With Google Analytics Connector, Ksolves positioned real estate companies for growth and digital competitiveness.

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