How to Amplify Your Real Estate Website Traffic in 8 Easy Steps
Earning lots of real estate website traffic from home buyers investigating your local market and home sellers nearby looking for an agent requires the recipe for online marketing success — specifically, one part search-optimized site and several parts unique and valuable content.
There are certainly countless ways to go about building a real estate site that gets the right kinds of visitors checking out your listings, resources, and other digital content, but the one commonality all agents’ IDX websites share is how they go about continually optimizing their sites over the long run.
To ensure you’re able to increase traffic to your website, and turn new and returning visitors into genuine real estate leads, use this effective, eight-step optimization process featured in our “How to Amplify Your Real Estate Website Traffic” webinar — one that takes little effort to put into action and can yield better metrics for your site in no time at all.
1) Revisit your website’s on-page SEO strategy.
Going “back to basics” with your online marketing doesn’t mean you have to take a step back, so to speak. Rather, it simply means refamiliarizing yourself with the fundamentals of building and enhancing your digital presence.
Take search engine optimization (SEO), for instance: You may have learned a thing or two about how to optimize your IDX real estate website for search engines, but since SEO best practices change so often due to Google’s various algorithm updates, it’s wise to regularly revisit what constitutes a well-optimized site today.
Head to your Google Analytics or other analytics software account you have synced with your site to measure its performance — from keyword effectiveness to traffic totals, and everything in between — and run real estate SEO reports for your site to reveal areas (a.k.a. pages) you can improve upon.
For example, if you notice your area pages for all neighborhoods in your market aren’t generating a lot of traffic, revamp the keywords you use and the length of copy for each page. After a couple of months, you can gauge whether these types of adjustments have led to more visitors. If so, hurray! If not, simply head back to the SEO drawing board to rework the pages until you get the right search formula in place.
2) Add lead capture forms or adjust existing ones.
Another area of your real estate agent website to focus on is the implementation of lead capture forms site-wide. Using these forms has long been the optimal means of on-site lead generation for brands in just about every industry.
Offer something of value (e.g. private showing opportunity, hour-long listing presentation, etc.), gate it behind one of these forms, add in a compelling call to action (CTA) atop the form, and just like that, you have a signfiicant opportunity to earn new prospects.
Even if you already have these forms incorporated across your site, it’s more than worth it to constantly analyze whether they’re generating the quality and quantity of real estate leads you desire. If they do, then you’re golden … but since this is rarely the case for agents’ sites, it’s best to revamp what you offer behind the forms, their placement (e.g. pop-up after a visitor has been on your site for 30 seconds or checks out certain pages), and the total number of them.
Including a lead capture form on listing and area pages is ideally your best bet for better real estate lead generation figures from your site. Conversely, attaching these forms to educational blog articles may not yield the number or caliber of leads you want, since most blog posts are meant to be top-of-the-funnel content that explains who you are and how you can help buyers and sellers.
3) Make video marketing a big priority site-wide.
Video in and of itself won’t be the lead gen savior for your IDX website. What it will do, however, is enhance the already-amazing content you publish routinely: niche community pages, insightful blog posts, and the like. With this kind of additional content added to each page that can help you better tell your real estate brand story and share advantageous resources for your audience, you have the chance to resonate in a far easier and quicker manner than with just text-only pages.
Constantly analyze whether your lead capture forms generate the quality and quantity of leads you desire.
Think of the types of videos you want to include throughout your website — entertaining listing tours, enlightening neighborhood highlight reels, and live streams from local events are a few ideal ones to consider creating — and then add these recordings to the most appropriate pages in question. Remember: One video can be repurposed for multiple pages, so don’t assume you have to craft an entirely new clip to conjoin with a unique site page.
There are dozens of real estate videos you can produce for your online marketing and several top-producing industry pros you can get video inspiration from, so do a bit of research before getting behind the camera so you have a clearcut idea in mind as to the types and total number of videos you want to put together and can then plan out your shoots and editing sessions for the weeks (and perhaps months) ahead.
4) Elevate site awareness via email marketing campaigns.
As noted, email is one of the premier methods to leverage for your real estate marketing strategies. Why? To start, one in four emails from agents to their lists are opened, with a just-as-impressive percentage of recipients clicking at least one link in these messages. In comparison with other marketing tactics and channels, email is, arguably, the easiest means for industry pros to generate more traffic.
This means you need to prioritize email campaigns to your audience in a big way. Now, you may ask, “Why do I want to get leads I already earned back to my site? Shouldn’t I just want to get them on the phone so we can meet in person?” The short answer is: No. The reason? Because you need to gradually nurture these prospects for a while.
Making “the ask” of your leads right away is a recipe for disaster. Research shows that most leads aren’t ready to make a purchasing decision right after becoming a lead. Rather, they need to be turned into “sales-ready” leads through various nurturing activities — and that’s where your newsletters, digests, and other emails come into play.
So, with a concrete nurture plan that fuses a handful of emails with some patience and awareness — that is, reading between the lines when you get replies from leads or examining data associated with your sends, like open and click-through rates — you’ll be able to monitor their activity on your site and, eventually, know when they are ready to make their move (buy or sell).
5) Increase your blogging frequency considerably.
Roughly 60% of marketers create at least one original piece of content daily and publish said content to their brands’ websites. That may seem like an overly aggressive content strategy to some, but in reality, the more frequently you share in-depth, high-quality content on your real estate IDX website, the better your odds are of a) ranking high in search engine results pages (SERPs) for the right, local keywords and b) of turning the people who click those page-one links into brand new leads.
If you already have an editorial calendar you use to map out your content ideation, creation, publication, and promotion efforts, increase the number of assets you plan to produce each month two-fold to start. That may seem like a lot, but to win the organic SEO long game and bring in a consistently high volume of visitors to your real estate site, creating more, informative digital assets is a must.
Start with your blog. Instead of publishing just one, moderate-sized article each week, try two weekly. Post these articles at the same time each week, and send email newsletters to your network list(s) at the same time each week to develop a rhythm with your publication and promotion. The data proves the more you blog and develop a hefty backlog of site content, the better your long-term traffic and lead gen numbers will be.
If you don’t have an editorial calendar that can help guide your online marketing efforts, our own Seth Price can teach you how to create your own that can help you get started with content marketing the right way.
6) Experiment with ads for your real estate website.
Though it shouldn’t be the primary avenue you take to get more site leads, mainly due to the considerable cost-efficiency of SEO, advertising is a more-than-helpful secondary tactic to employ to boost your site traffic … so long as you use (and master) the right ad tools.
Prospects need to be turned into “sales-ready” leads through various nurturing activities — including and especially email.
Facebook has become a go-to ad option for agents. Besides ample targeting options you can utilize for ads, you can also add the Facebook pixel to your site, which helps you remarket to existing and potential leads on Facebook by showing your ads to the right individuals (those who view your site) over and over again.
Aside from the biggest social network around, you can also make good use of Google AdWords. Just know going into using this advertising network that a sizable budget is needed to test and, over time, improve your ads’ performance. Knowing how to research keywords and learning the ins and outs of terms like cost per click and cost of acquisition is a must to truly master Google AdWords for real estate, but assuming you become more familiar with the platform, it can be quite fruitful for your marketing.
7) Work to earn more referral traffic to your site.
Guest posting for other, popular blogs and publications in your area and developing a network of high-profile influencers who can feature you occasionally in their news articles, blog entries, and other digital content are two of the leading ways to garner referral traffic to your real estate website. The caveat to both is simple, though: You need to know the right people or, if you don’t have the requisite network, learn how to build yours.
The good news is you don’t have to be the extrovert of all extroverts to conduct outreach to the right folks in your market, like newspaper and magazine editors and well-known personalities with super-popular social media accounts or email newsletters. All you need to do to get “in” with these people and leverage their brands is to explain who you are and how you can bring value to their businesses and/or ventures.
Take a local food critic, for example. If you know they have a strong digital presence and a notable following (ideally in the thousands), think of how you can partner with them. If you have a passion for food as well, propose a new interview series for their blog/publication in which they chat one-on-one with fellow locals in different spheres or offer a unique article of your own for them to publish about how you use food to earn leads’ and clients’ trust (e.g. fancy sandwich spreads at open houses).
That’s one uber-specific example, of course, but you get the picture. Find out “who’s who” in your area, and, if you get the chance to be featured on their digital channels, be sure you’re able to link back to your site pages that relate to the content in question and tell people more about your company in general.
8) Consider a site redesign … or getting a new one.
To be competitive in this day and age, you need a responsive IDX website that come with pre-made site themes and offers the ability to feature lots of local listings and a modern search experience. Without this kind of site, you’ll forever trail other agents in your market who have fully fleshed out sites that not only have great designs and savvy visual branding, but also the tools buyers need to find the right homes for sale and the functionality sellers need to learn about their homes’ values and the agent(s) in question.
In short, you need to audit your site no less than once every few months to ensure it’s up to snuff — that is, determining if it offers all of the functionality your audience needs to make their housing decisions and discover the nitty-gritty details about your brand.
Investigate the real estate website marketplace to find the option that suits your business needs best and makes it simple to integrate your IDX feed — intriguing and popular types of listings that help you keep the site traffic you earn and convert them with relative ease.
Simply put, without a mobile-friendly real estate site, you’re living in the past. And, in all likelihood, will be working that much harder than agents around your area who have modern, digital setups that get them high-quality leads with regularity and allow them to focus on the multitude of other marketing and sales tasks they need to tackle daily.
Watch our real estate marketing webinar for agents and brokers to get even more tips and tricks on how to increase IDX website traffic.
What marketing adjustments have you made to your website to get more visitors and leads? Share your optimization advice with us below!
Published on January 25, 2017
Written by Matthew Bushery
I'm the Sr. Content Creator for Placester, where I educate real estate professionals about modern marketing and, in turn, help agents and brokers make the most of their online presence, earn more traffic, and generate more leads and business.