In this concise yet insightful episode of Project Profile, Mark Allen demystifies one of the most overlooked yet critical components of property marketing: tracking. With a focus on UTMs (Urchin Tracking Modules), Mark explains how effective tracking can uncover what’s really working in your marketing campaigns—not just in terms of leads, but in actual property sales outcomes.

Listeners will gain clarity on how to implement UTMs across platforms like Google, Meta, and email campaigns, and how to use the data collected to build smarter, more cost-effective campaigns that convert. Whether you're running large-scale developments or boutique projects, this episode delivers the foundational knowledge needed to stop guessing and start tracking effectively.

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📌 Episode Breakdown:

00:00 – Intro & Topic Overview
Mark introduces the importance of tracking in property marketing and why it's often misunderstood or underutilised.

01:30 – Why Marketers Struggle with Tracking
Complexity is a barrier, but tracking doesn’t have to be hard—especially when tied to bottom-line outcomes like sales.

03:00 – The Risk of Not Knowing Where Leads Come From
A real-world scenario illustrates how money is wasted when campaigns aren’t tracked properly.

04:30 – Lead Volume vs. Lead Quality
Mark explains the difference between high lead volume and meaningful conversions, using an example involving EDMs, Google, and Meta ads.

06:15 – Introducing UTMs (Urchin Tracking Modules)
What UTMs are, where they come from, and why they’re essential for understanding traffic sources and conversion paths.

08:00 – Breaking Down a UTM Example
How to use UTM parameters to identify platform, placement, and even specific ad creatives—driving deeper insight into buyer behaviour.

09:30 – Building Buyer Personas from Tracking Data
Learn how consistent UTM use can reveal your most effective buyer personas and optimise future campaigns.

10:15 – Final Thoughts & Key Takeaways
Tracking creates a feedback loop for campaign success—but only if you define your objectives upfront. If you're not tracking, you're guessing—and guessing is expensive.

🎯 Key Takeaway:
UTMs aren’t optional—they’re essential. Track smarter, spend better, and convert more by embedding tracking into every campaign.