10 Lead-Generating Pages to Enhance Your Real Estate Marketing
By Elizabeth Christensen
About Inbound Marketing
There are few things more crucial to the success of a real estate website than generating leads. If you don’t have a list of qualified leads to nurture, your business stands still. To get you on the right track to nurture and convert potential customers, we’ve provided a list of the ten types of pages your site must have.
1) Standout Homepage
This is the first impression people have of your brand, so you’ll want to make sure it’s eye-catching and clearly shows the intent of your business. It should be apparent to your visitors if you work in a niche market like desert dwellings.
Make sure to label every page of your site clearly and consistently with your contact information and logo.
Entice site visitors with several listing photos and videos to browse.
All of your pages should be clearly labeled, easy to find, and link to the correct content
2) Personalized Info 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 skills as an agent, and how you got your start in the real estate business. People want to relate to people they do business with, so it’ll be advantageous in the long and short term to include this.
3) Visually Stunning Area Pages
Area pages allow prospects to filter listings by
- Price point
- Type of property
Thanks to their capability in narrowing down listings, area pages are useful for both agents who work in a focused area, and people searching for specific properties. It’s an excellent idea to feature your most intriguing listings to make sure your prospects see them, and allow site visitors to favorite listings they want to look at again. Don’t forget to include map search either. Not only do people stay on pages that offer visuals longer, but action is more likely in 40% of targeted users.
4) Active Blog
If the idea of blogging makes you feel panicky, fear not. Blogging is the number one tool for driving traffic to your site–even ahead of SEO, and a great way to improve your real estate marketing efforts. A blog allows you to provide real-time updates on changes within your market or current happenings in your community. It lets people know you’re an authority figure in real estate, which will ultimately generate more business for you. The best part? Since blog posts are usually written in a casual style, posting regularly is a great way to let your personality shine through while connecting with your leads.
5) Detailed Community Pages
This is the place to highlight everything that’s great about your community. Popular businesses and historical attractions, top-rate medical care in the area should all be included here. Think about the types of clients you normally work with, and which demographic they fall into. If you often sell to first-time buyers or larger families, tailor community pages to their interests. Visuals of events in the city center, local storefronts and featured listings in each neighborhood you mention will get people picturing themselves in your community and inspire them to learn more.
6) Home Buyer/Seller Resources
This page is arguably the one your leads will use the most as they move further down the sales funnel. It’s vital to engage people through attractive images and video, along with the data to make purchasing and selling decisions. Here are some of the top kinds of information to include on this page:
- Market activity report
- Buyer/seller checklist
- Neighborhood report
Content should be an appealing mix of text, infographics, and videos. Don’t be afraid to insert CTAs throughout this page, or arrange lead capture forms in front of information to generate high-quality leads.
7) Home Valuation Page
Your prospects will be interested in this page as they prepare to sell their homes. Once again, offer these resources behind lead capture forms to help sellers decide when to list:
- Comparative market analyses (CMAs) that will help your clients decide what to list their home for based on similar recently sold properties in the area
- Home valuation tools for leads to discover the relative worth of their home
8) Email Newsletter Sign-Up
Newsletters are relevant to a prospect at any stage of the funnel as they offer various types of information in every issue that’s sent out. You may decide to send your leads market research, testimonials, or your newest blog post. Don’t feel pressured to include a lot of content in every newsletter if you’re not sure what to say at first. As with every page of your site, quality matters more than quantity when generating leads.
9) Consultation Scheduling
People who are serious about buying or selling will want to sign up for a consultation with a real estate agent because it nearly guarantees the process will move quickly, or at least faster than if they hadn’t. When you ask for a prospect’s information, be sure to include your own contact details, your brand, and a short description of the services yourself and your agency offer.
10) Client Testimonials
There’s a reason people want the opinions of their friends and family about the newest restaurant or bar before they try it out. People want a relative guarantee that they’re not wasting their time or money and will have a good experience. Real estate agents are no different. Without genuine reviews of your social proof from satisfied customers, you may have a harder time converting leads.
- Video Reviews, preferably from clients after they’ve settled into their new homes, will provide you with genuine feedback and proof of your skills.
- Written Reviews give you the chance to include blurbs on your website about people’s experiences with yourself and your agency.
It should go without saying, but you’ll want to include the most recent and positive reviews of the bunch. If you are hit with a negative review, take the initiative to follow-up with the client and see how you can offer to fix the situation.
Want even more ways to generate leads using your real estate website? Listen to our complete webinar on the subject here:
What other types of pages have you created on your website that generated leads? Did the results surprise you? Let us know in the comments below!
Published on February 15, 2017
Written by Elizabeth Christensen