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How to create a Brand Authority Real Estate Score

By Ben Shepardson | October 18, 2023

Creating a Brand Authority Real Estate Score can be an effective way to rank and differentiate real estate brands or agents based on a variety of factors that denote authority, reliability, and reputation in the market. To develop this score, follow these steps:

  1. Identify Key Factors:
    • Reputation: Online reviews, customer testimonials, awards.
    • Experience: Years in the business, number of properties sold, special recognitions.
    • Expertise: Certifications, training, and specialization (e.g., residential, commercial, luxury).
    • Visibility: Online presence, social media activity, content production (blogs, videos).
    • Local Knowledge: Understanding of local market conditions, trends, communities, and regulations.
    • Professional Network: Connections with other real estate professionals, and affiliations.
    • Client Satisfaction: Post-deal surveys, client retention rate, repeat business.
  2. Develop a Scoring System:
    • Assign a weight to each factor based on its importance. This can be a scale from 1-10 or a percentage.
    • For each factor, create a scale. For instance, 1-5, where 1 is poor and 5 is excellent.
  3. Gather Data:
    • Use online platforms like Zillow,, or Yelp for reviews.
    • Conduct surveys or use existing data from post-transaction feedback.
    • Analyze social media presence, engagement, and content quality.
    • Look into public records or company data for experience-related metrics.
  4. Calculate Scores:
    • For each brand/agent, calculate scores for each factor and then aggregate to get the total Brand Authority Score.
    • Normalize the score if necessary, such as on a scale from 1-100.
  5. Test and Validate:
    • Before implementing, test the scoring system on a sample set to ensure it's producing reasonable results.
    • Get feedback from stakeholders or industry experts.
    • Adjust weights and factors as needed.
  6. Implement and Update:
    • Regularly update the scores as new data becomes available. For example, annually or biannually.
    • Use the scores as a benchmarking tool for brands/agents and as a value proposition for clients.
  7. Communicate the Score:
    • If you're using this score for public consumption, create an easy-to-understand guide or legend for what the score means.
    • Highlight brands or agents who excel, providing a competitive edge.
  8. Review and Revise Periodically:
    • The real estate market and technologies are evolving. Review the scoring system periodically to ensure it remains relevant and accurate.

Remember, the effectiveness of a Brand Authority Real Estate Score largely depends on the quality and reliability of the data used, as well as the relevance and weighting of the chosen factors. It's essential to be transparent about how scores are calculated and to remain consistent in the application of the scoring system.

How to Unlock Audience Personas through Your Real Estate Website

Unlocking audience personas through your real estate website is crucial for delivering tailored content, enhancing user experience, and ultimately driving conversions. Here's how you can achieve that:

  1. Google Analytics & User Behavior Tools:
    • Demographics & Interests: Enable the demographics and interests reports in Google Analytics. This will provide you with age, gender, interests, and more.
    • Behavior Flow: Examine how users move through your site. This can help identify the typical paths of various audience segments.
    • Integrate tools like Hotjar or Crazy Egg: These tools can generate heatmaps, session recordings, and more to understand where users click, how far they scroll, etc.
  2. Engage with Interactive Content:
    • Quizzes and Surveys: Create engaging quizzes or surveys asking users about their property preferences, budget, or neighborhood desires. This can help segment users.
    • Interactive Maps: Users can select regions or neighborhoods they're interested in.
  3. User Account & Profiles:
    • Allow users to create accounts on your website. Once logged in, they can save property searches, favorite listings, and set preferences.
    • Over time, this data can paint a clear picture of the user's persona based on their activity and preferences.
  4. Chatbots & Live Chat:
    • Implement AI-driven chatbots or live chats. By asking users a series of questions, you can gather data about their needs and preferences.
    • Store chat transcripts (with user consent) to analyze frequently asked questions and user intents.
  5. Feedback & Reviews:
    • Encourage users to leave feedback about the properties they've viewed or the content they've consumed.
    • Analyze feedback to understand what different segments of your audience value.
  6. Content Consumption Analysis:
    • Monitor which blog posts, property listings, or resources get the most attention. This can indicate what certain segments of your audience are most interested in.
    • Encourage comments and engage with users to dive deeper into their needs and questions.
  7. Social Media Integration:
    • Allow users to connect their social media accounts or share listings/content on their profiles.
    • Analyze shared content and user engagement to get insights into what appeals to different audience segments.
  8. Email Campaigns & Newsletters:
    • Segment your email list based on user activity and preferences on your site.
    • Send tailored content and monitor engagement. High engagement rates with certain content can further refine your understanding of that persona.
  9. User Testing & Interviews:
    • Conduct regular user testing sessions or interviews with a diverse group of users. Direct feedback can provide invaluable insights into different user needs and motivations.
  10. Regularly Update & Refine:
  • As you gather more data, continuously refine your audience personas. The real estate market evolves, and user preferences can shift over time.

Once you've unlocked these audience personas, tailor your website's content and UX design to cater to these different segments. For instance, if a significant portion of your audience is first-time homebuyers, consider creating content and resources specifically designed to guide them through the process. By resonating more deeply with each user segment, you can drive higher engagement and conversions.

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
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