EdinaRealty.com vs. CBB.com

According to Quantcast, EdinaRealty.com attracts about 150,000 unique visitors a month — the most of any Twin Cities broker.

By contrast, Edina’s closest competitor, Coldwell Banker Burnet (CBB), attracts about 1/5 that number of visitors to its site each month.

Since Edina and CBB are virtually tied for 1st and 2nd place for Twin Cities market share (with just over and under 20%, respectively), it seems to fair to ask: are the competition’s clients peeking at Edina’s Web site? (Edina’s site shows all the local MLS listings, not just its own.)

Parsing the Traffic

If the answer’s yes, the next obvious question is, “why?”

Before Edina starts to feel smug, though, one has to ask: if its Web site is clearly superior — as the aforementioned traffic certainly suggests — why isn’t the public using Edina Realty agents in the same proportion that it’s frequenting the company’s Web site?

Does Edina have a “free rider” problem? Or maybe it’s just a “conversion” issue.

P.S.: time for breath mints in the reception areas??

About the author

Ross Kaplan has 19+ years experience selling real estate all over the Twin Cities. He is also a 12-time consecutive "Super Real Estate Agent," as determined by Mpls. - St. Paul Magazine and Twin Cities Business Magazine. Prior to becoming a Realtor, Ross was an attorney (corporate law), CPA, and entrepreneur. He holds an economics degree from Stanford.

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