Nov122008HomeBin Discount Realty: 150+ Monthly Registrations
Homebin approached Polar Design to begin a total design of a MLS integrated database and a fresh new look to the site. The main goals of the design were to improve conversion of first time site visitors to home buyers/sellers, make the site easy to use, and set Homebin apart from other agencies that do not provide FSBO or discounted commissions. A second goal was to increase sales with minimal cost by dramatically raising the number of visitors that come to the site due to search engine positioning or links from third party web sites.
Homebin obtains its real estate clients by attracting them to this site, which requires them to register to access the full MLS search and other interactive features. Thus, the more usable the site and the more visitors that come to the site, the more clients Homebin will garner.
Technically the site is extensive, featuring advanced and basic search of the MLS database, which is downloaded and reorganized on the Homebin server. Polar Design also created a easy to use interface that combines an attractive design with interactive features such as advanced MLS search, an integrated Google Map, resource directories, town comparisons and the ability for registered users to save homes they like to their “portfolio.” These improvements led to an increase in conversion for visitors to registrants from 5% to 6%.
Polar Design also implemented a search engine marketing (SEM) campaign that led to an increase in the number of visitors due to search engine positioning from 0 unique, daily visitors in 2006, to 60 in July, 2007, and an average of 130 as of January, 2008.
The increased visitor traffic and conversion has led to an average of 150 monthly registrants. Homebin previously spent $3,000 on pay per click to accomplish this result – with its new positioning, it does not have to pay for this flow of prospects even after the campaign ends.
