17 August 2018
Imagine a hot prospect visits your real estate agent website. They’re planning to sell and actively seeking real estate help. So, obviously, you’re hoping they’ll contact you.
But will they?
That depends, in large part, on the experience they have on your website. It’s a myth to think your website is like a magnet drawing people in and generating real estate leads. In fact, that’s not its primary purpose. What you need your website to do is:
- Position you as a referral-worthy Realtor.
- Make it easy for prospects to learn more about you.
- Build trust.
- Capture the real estate lead.
In other words, when it comes to successful real estate marketing, the most important role your website plays is converting real estate leads into enquiries that you can follow up on.
So how do you make sure your agent website does that effectively?
When a prospect visits your website, there’s a conversation going on in their head. It usually goes something like this:
“I need to find the ideal agent; someone I can trust. I want to feel comfortable I’m making the right choice. I want this agent to be knowledgeable and helpful. I also want to choose someone who isn’t in it merely for the transaction and commission, but who genuinely cares about doing a great job for us.”
Make sure your real estate agent website content satisfies that desire. You want a prospect to explore your site and think, “Yep, this is an agent I should talk to.”
One proven way to build trust and likeability is to add value. You should have a regularly published blog that features original content such as personal messages, market updates, how-to articles, selling and buying tips, and more. That helps position you as a helpful, knowledgeable agent who cares, rather than someone just trying to hook a listing.
A blog like that is easy to keep up when you use a done-for-you real estate marketing system.
Another way to boost conversions is to make information about you and your services easy to find on your website. Is it obvious which areas you specialize in? Can a prospect quickly learn more about you and your credentials?
Also, check that your real estate agent website looks good on mobile devices. According to research by UseabilityGeek.com, not having a responsive design can torpedo the user experience. (And you don’t want that!)
Finally, make sure there are lead capture forms on your agent website. Even when a prospect becomes interested in contacting you, they might not call or email right away. What a lead capture form does is gets their name and email so you can be proactive and follow up. Lead capture forms can rescue up to 30% of real estate leads on your website that might otherwise be lost.
Takeaway: Review your real estate website. Is it optimized for conversion? If not, make some changes this week.