10 Lead-Generating Pages to Enhance Your Real Estate Marketing
By Elizabeth Christensen
About Inbound Marketing
Generating leads with your real estate website is crucial for your business. If you don’t have a list of qualified leads to nurture, then the flow of new business will virtually dry up.
Luckily, there are many ways to optimize your website to generate qualified real estate leads. Include these prime lead capture pages on your website so you can generate more prospects and win more clients for your real estate business.
1) Welcome website visitors with an outstanding homepage
Your homepage is a great chance to make a good first impression!
If you specialize in a niche real estate market, make sure that is apparent on your home page. Your homepage should also contain the following information and features so visitors can easily learn more about your business.
- Contact Information
It’s a good idea to include your contact information and logo on every page, preferably in your site’s header and footer. This will make it effortless for website visitors to get in touch about their home buying and selling needs.
- Attractive Visuals
Entice site visitors with several listing photos and videos to browse. Visual content is much better at grabbing attention than dense text, so make sure visitors see plenty of images when they first land on your website.
- Clear Navigation
All of your pages should be clearly labeled, easy to find, and linked to the correct content. When audiences land on your website, they should easily be able to find exactly what they’re looking for. Otherwise, they’ll quickly decide that you don’t offer what they need and navigate elsewhere.
2) Entice leads with an “About” page
Along with representing the visual parts of your brand like your logo, you’ll want to devote some space to sharing your story. This section should strike a balance between emphasizing your professional skills, and also sharing your biography as a real estate agent. This is where you can establish your brand while making a human connection with your real estate website visitors.
3) Introduce your neighborhood with a community page
When visitors land on your real estate website, they’re not just looking to learn about you. They also want to know more about the region that you represent. Teach them about what it’s like in your neighborhood with an informative community page.
On your community page, you should Include helpful data about your area, such as:
- Housing price points
- School district information
- Types of properties in your town
- Local attractions and activities
- Listings for hot properties
Your community page is a great place to feature stunning images and images from your neighborhood. It’s also a good place to establish yourself as a local expert by sharing your favorite restaurants, stores, and other neighborhood gems.
4) Include an updated and active blog
The very thought of writing and maintaining a blog scares many real estate experts. However, there’s no reason to avoid blogging.
Regularly contributing to your website’s blog is a crucial part of establishing and maintaining your website’s search engine optimization (SEO). Appearing near the top of Google search results is a major factor in drawing new leads to your website. By failing to include a consistently-updated blog on your website, you’re missing out on a massive pool of leads.
Thinking up and writing content for your blog doesn’t need to be a challenge. If you do find yourself struggling to regularly update, there’s nothing wrong with supplementing your blog content with outside resources.
5) Showcase listings that speak to specific needs
When a person in the market for a new home lands on your website, they may already have a particular area in mind for their future move. Or, they will likely already have a particular price point in mind. Make their home search easier by dividing up your listings by region, price range, size, or any other specific preference that home buyers may have.
Making it easy for visitors to find homes they would be interested in leaves them with a positive impression of your real estate services. This will make you memorable and more likely to win their business. However, if your audience has a hard time finding listings that speak to their needs, they will associate your business with their frustration and rule out the chance of them becoming a genuine prospect.
Avoid burning bridges with potential leads by offering them a flawless home search experience from the moment they land on your real estate website.
6) Offer resources for home buyers and sellers
People who land on your website need more resources than just local listings. Both home buyers and sellers will have many questions and challenges. This provides you with a tremendous opportunity to speak to their concerns while establishing yourself as a knowledgeable real estate expert.
Become a helpful solution to their problems by offering resources to guide them through the home buying or selling process. Assets such as a checklist for buyers and sellers, a neighborhood guide or a market activity report can be easily created with very little effort on your part.
Once you’ve crafted these resources, put them behind a lead capture form. By doing this, leads will need to provide their name and contact info in order to access a particular resource. You can use this information to follow up with them, learn about their real estate needs, and offer your services.
7) Provide a home valuation tool
Providing personalized content wherever you can is a major component of attracting the attention of website visitors. One hyper-personalized resource that is particularly helpful to sellers is a home valuation tool.
By entering their address and contact info, home sellers can discover the relative worth of their home. They can also see how much similar properties in the area sold for. Because this tool is so useful, it’s a good idea to also put it behind a lead capture form so you can get in touch to help with the home selling process.
8) Encourage email newsletter sign-ups
Email newsletters are a great way to continually remind leads of your services until they are ready to hire a real estate professional. Your newsletter can contain a number of things, such as local or industry news, content that you’ve featured on your site, or a roundup of hot listings that have just hit the market.
Make sure that website visitors can quickly find a sign-up form for your newsletter on every page of your site. If you include form fields asking for their name and contact info, this can also be a great way to build a contact list of new prospects.
9) Share your consultation schedule
You need to be easily accessible for people who are ready to take the next step in buying or selling their home. In addition to prominently featuring your contact information on your website, indicate if there are any days or times when you are available for consultation.
A consultation is an easy, low-commitment step for leads that brings them closer to hiring you. While you will be asking them for their contact information and real estate needs in a “request a consultation” form, be sure to also tell them information about yourself.
Include your own contact details, your brand, and a short description of the services that you and your business offer.
10) Promote praise and raves from past clients
While it’s easy to sing your own praises, it’s much more meaningful when it comes from other people. Sharing your positive reviews and ratings on your website is a great way to provide visitors with social proof that you’re as good as you claim.
Be sure that visitors to your real estate website can view these positive ratings and reviews. One way to do this is by dedicating an entire page to showcasing client testimonials. Or, take it up a notch by shooting video interviews of clients sharing their positive home buying or selling story.
This way, website visitors can know for sure that you’re the right real estate professional for them, because you’ve already proven yourself a stellar agent or broker.
Want even more ways to generate leads using your real estate website? Download this guide to learn design tips that will engage more leads:
Published on February 15, 2017
Written by Elizabeth Christensen