Using Search Marketing Data to Find the Most Popular Area People are Looking for New Homes
By Alex Humphries, BlueClaw
With a constant demand for more houses to be built in the UK, digital marketing agency Blueclaw have provided PAD with unique insights into where prospective house buyers are looking to purchase new homes.
Using search marketing data, more specifically data around keywords and key phrases – the search queries people are entering into Google – we can find where people are looking for new build homes.
Through digital marketing tool SEMrush, we can enter a phrase, in this case ‘new houses’, and export the list of related keywords, and analyse what we are left with.
Initially, we have a whole list of key phrases, some of which are completely irrelevant, for example “Kim Kardashian new house”, however, after going through and removing these from the top 50, we have a much more presentable and relevant list to the house building and property industry. Please note that the “search volume” column is based on average monthly search volume.
Now we can begin to look at the data and find out where people are looking for new houses, and we can see that many of the top 50 key phrases are based on location.
As we can see, Kent comes out as the top location from a search perspective, followed by Leeds, Glasgow and Manchester. This is somewhat surprising, considering the perceived popularity of London, however rising house prices, particularly in the capital, may have a part to play. This could partly explain the results, with London in reasonable in commuting distance from Kent, and so buyers looking for a new build property close to the city may be looking at the South East as an option. Elsewhere, the number of searches relating to Leeds and Manchester suggest that new homes in the north of England are becoming more popular, which should come as no surprise with average house prices more than double in the south compared to the north.
Overall, developers may want to consider where the search demand is when plotting new sites, as it is often a useful way to gauge overall demand for housing within a particular area.
Using Search Marketing Data to Find the Most Popular Area People are Looking for New Homes
