Sothebysrealty.com surpassed 1 million visits in a single month for the first time in its history. July 2014 saw 1,042,043 visits to sothebysrealty.com. That’s a 15% increase from July 2013. Traffic to sothebysrealty.com has been steadily trending upwards for the last six years, but took its biggest jump in traffic over last two years. They credit this traffic growth to three things:
- 720 offices worldwide
- strategic partnerships with the most significant media companies in the world
- high search engine rankings, due to continuous SEO work
Sotheby’s traffic strategy is simple: drive the right traffic — qualified buyers — to your listings. It’s one thing to have a website. It’s another to have a lot of traffic to that website. And it’s another thing entirely to drive a lot of qualified traffic to that website.
That’s why SIR partners with media companies whose audiences are successful professionals with affluent lifestyles. These media properties, such asBloomberg.com and The Wall Street Journal, showcase Sotheby’s listings. 32% of WSJ’s “blue chip” audience earns over $100K, and 10% have a household income over $150K. Digital promotions in these media outlets, with prominent placement, help Sotheby’s listing content stand out from other advertisers. Many components are exclusive to Sotheby’s International Realty. For instance, Sotheby’s has exclusive spots on Bloomberg’s luxury channel that entice the financial elite to peruse its inventory of properties.
Regional brokerages cannot touch that volume of traffic. Nationals like Coldwell Banker aren’t working a traffic strategy to deliver affluent eyeballs to your listings. Meantime,sothebysrealty.com has grown its audience to on million visitors a month — and it’s the right audience.
