Public traffic refers to traffic belonging to popular social media, search engines, ecommerce platforms and forums. One traffic equals one user. For the past 10 years, real estate negotiators are relying on them as the main source for leads. However, recently lead acquisition costs have escalated and they do not know why.
Public traffic has become a scarce resource when growth in new internet users has already reached the ceiling. This can be confirmed by the global smartphone sales statistics which indicated a stagnant growth in mobile phone users since 2017. Real estate negotiators are approaching the same amount of online users since 2017. When there are not enough potential leads to be distributed to the increasing number of online real estate negotiators, these public traffic platforms begin to sell these valuable leads at premium price. This is the fundamental reason why leads are getting more expensive in years to come.
Many real estate negotiators try to get free traffic by creating excellent content hoping to get ranked by social media or search engines. They believe in “Content is King”. They create quality blogs, short videos and photos sharing on Youtube, Facebook, Instagram, Tik Tok, Douyin etc. Many even employ costly professionals like script writer, copywriter, videographer, editor, actors, influencer, digital marketers, sound actor, designers to make the quality video. Unfortunately many are still not getting the desired results simply because their content is still not good enough against competitors. Competition to get ranked on top is simply too great. The cost of producing quality content is also escalating. “Content is King” is only true when the real estate negotiator can really create the unique content. Short of that, their next choice is to purchase public traffic from public traffic platforms.
It is important all real estate negotiators must realize public traffic for their business will only become more expensive in years to come due to increasing competition. Therefore every real estate negotiator must embrace the concept of private traffic for their personal sales.
