7 Ways to Maximize Lead Generation with Your Real Estate Website
By Matthew Bushery
About Inbound Marketing
“What’s the best way to get more leads through my website?”
“How can I maximize real estate lead capture with my online marketing?”
Agents constantly ask themselves these questions, hoping they can effectively turn their real estate website visitors into new leads and customers.
The good news is there’s more than one way to boost your lead generation. In fact, here are 7 expert changes agents can implement in their real estate marketing to produce more leads through their websites.
1) Modify your contact form fields and calls to action.
You may not think contact forms and calls to action (CTAs) can be modified a million different ways, given they typically only need a little text and, in the case of forms, a few fields (i.e. name, phone number, email address, job title, company name). However, there are countless ways you can adjust forms to make them more appealing to real estate website visitors.
For forms, requesting visitors fill out extra fields, like street address, tend to lead to fewer conversions, according to Quick Sprout. Data from the company shows that having just three form fields — first name, last name, and email address — increases form conversions by an average of 25%. Test out new forms on different pages of your real estate website to see which work best.
This “request information” form on the real estate blog for Phoenix-based The Aske Group is short and simple and offers visitors the chance to easily reach out to the firm:
Regarding your CTAs: Vague, lengthy copy won’t convince visitors to hand over their personal information. There needs to be a clear and succinct value proposition. If you want them to sign up for your newsletter, be straightforward and make the task of filling out the form beyond easy — for example, “Subscribe to my biweekly real estate email newsletter here.”
Again, this is something where you’ll want to test different versions, but the point is that the more succinct you are with your promotional copy, the better. You can learn more about how to effectively optimize CTAs here.
2) Develop new landing pages and alter existing ones.
Your CTAs should lead to multiple landing pages — the more you have, the higher the likelihood to generate quality leads. Plenty of companies have tested landing pages in terms of how many to have on their site and how to structure them and found marked increases in lead conversion with more pages. Create several landing pages you can A/B test with different layouts, imagery, and the positioning of elements on the page. This will help you determine what works.
Aso, try things with your landing pages that you’ve never done before, like adding videos to explain promotional offers or your business. A/B testing by branding firm Eyeview Digital for one of its clients found an 86% increase in lead conversion when videos were added to one of its landing pages. It’s outside-the-box thinking like this that can improve your real estate lead generation efforts considerably.
3) Improve your branding and value proposition across your website.
Branding doesn’t simply mean crafting a stylish business logo to stamp on your real estate website. In fact, branding can be responsible for substantial amounts of lead generation. Some companies prominently display their contact information on their websites to instill more credibility and trust with site visitors. Keep visitors on your real estate website longer and lead them right into your contact database by providing all of your business information atop your homepage, with phone number, email address, and social media accounts.
Check out Beverly Hills-based luxury real estate brokerage The Agency’s real estate website homepage to see how they capture leads. Note the “Sign up now” CTA, the clear navigation up top, and all of the firm’s contact info neatly compiled in one corner of the screen (not to mention the umpteen attractive properties it highlights):
Similarly, display your value proposition prominently on each page of your site. This means relaying exactly what you can offer your clients: great service, years of experience, specialty in a niche market — whatever sets you apart from the competition and positions you as the best in your market. If you lack a unique value proposition, list what makes you distinct from other local real estate professionals and use that information to craft a compelling description of yourself and your business.
“Testing leads to failure, and failure leads to understanding.”
— Burt Rutan
4) Simplify your website’s navigation with some reorganization.
Finding your way around any website shouldn’t involve using a magnifying glass or give you a headache. Make sure links to your site’s pages are clearly identifiable on the screen and clearly state where they lead users. Your “About me/us” page shouldn’t read “The 411 and More on Jill Agent.” Your listings pages shouldn’t read “Awesome abodes in [Market Name Here].” Be concise, to-the-point, and plain in your navigational links and your visitors will hang around much longer.
Navigation doesn’t solely refer to your nav bar, however. It also refers to the general user interface of your real estate website. Loading up your pages with images and text, or leaving them bare-bones with just your business name and some vague links will assuredly lead to low engagement with your visitors. Find a website theme that clearly lays out all of the important information buyers and sellers need to see.
Homefront Real Estate of Iowa offers an easily distinguishable nav bar and search bar on its website (also a Placester site), relevant listings that provide an example of their market, a video that shows off one of its listings, and info on how to connect with the firm — basically everything you need to keep visitors interested and to avoid annoying or overbearing them:
5) Leverage social media and email marketing early and often.
Your real estate marketing efforts on social media and via email are inextricably linked to the success of your real estate website. Publish all the captivating content you want on your site, but it won’t generate real estate leads if people don’t know it exists. Optimizing for search is your number-one method to getting found. Having said that, with the amount of content people share online (social media users share 2.5 billion pieces of content daily, while 93% of online sharing comes from email), you need to take advantage of all tactics.
Make your mark on social media and email by consistently posting links to landing pages featuring promotions, listings, and any other content that can help you sell yourself and your business. Even sharing blog posts can be a boon for real estate lead generation, particularly those that detail local market conditions and updates that impact your audience’s buying and selling decisions. Speaking of content …
6) Create high-quality content on a consistent basis.
No one is likely to read one of your blog entries and think “That clinched it! I’m hiring this agent!” But, that doesn’t mean your blogging doesn’t do you any favors: When done right, it gets buyers and sellers to trust your business — and in real estate, the more credible you are, the better.
Create blog content routinely (if you need some help, we’ve got tips to get your blogging back on track) and optimize it with the latest popular long-tail keywords specific to your local market. Nobody searches “homes for sale” to find the right agent. Rather, they search detailed phrases related to the area they want to find a home to buy (e.g. “two-bedroom single-family detached homes for sale in Indianapolis” — yes, even that specific).
You have many keyword research tools available to you to determine which terms to include in your blog posts and, perhaps, even write articles about. Take the time to find the right keyword mix, and you’ll have qualified buyers flocking to your real estate website.
7) Track your real estate website’s Visitor Flow in Google Analytics.
Sometimes, visual evidence of your real estate marketing’s performance gives you a clearer understanding of what is and isn’t working. Visitor Flow in Google Analytics gives agents just that. The feature offers agents chart representations of their website visitors’ demographics and how they act on your site.
So, if you want to learn how visitors get from your homepage to a specific blog post (perhaps they checked your “about me” page before reading about the local housing market?), use Visitor Flow. A great use for Visitor Flow is to find out where your visitors exit your site most often. Knowing which page causes your audience to bail on your site most often means you can adjust that page accordingly to make it more appealing to your audience.
Here’s a quick and informative video tutorial from Social Traffic Lab that shows the best ways to use Visitor Flow in your real estate marketing:
Check out An Introduction to Google Analytics for Real Estate to improve your website’s real estate lead generation.
How do you maximize your real estate agent website for lead gen? Share your insights with us in the comments below!
Published on September 25, 2014
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.