Are you as tech-savvy as they come, or do you struggle with the basics, like uploading photos of your recently sold listings, or creating an About page?
No matter how skilled you consider yourself to be with technology, you’ll still need certain elements on your real estate website to make it successful and provide the most value to potential clients.
The pages you create should all focus on getting your prospects to take action. When you develop these pages the right way, you can see noticeable increases in site traffic and lead activity. Below, we’ll cover how you can do this for your site.
Why you need to create specific pages, and how they enhance your site.
Let’s think about the construction of something you’re more than familiar with: a home. The organization and structure of your website is actually pretty similar to how a house is built. If this sounds like a stretch, stick with us for a moment. All homes need a sound foundation, otherwise the property will be unsafe and its inhabitants will want to move to another residence because they aren’t receiving any value from the home.
You may be tempted to solely devote your energy to the eye-catching bells and whistles of your site, like its design and visual aspects, but as with a home, before you can even think about decorating, you need to ensure you’ve got the nitty gritty details under control. The basics of your real estate website are like the foundation of a home.
The basics of your real estate website are like the foundation of a home.
Looking at your homepage, you may feel like you have the essentials covered. But it takes more than a thoughtful agent bio and an MLS integration to first attract potential clients to your site, and entice them to stick around. Your site needs to include several key factors to be the lead-converting machine you want it to be.
Prioritize user-friendly navigation.
If visitors to your site aren’t able to find what they’re looking for fairly easily, like information about requesting an in-person meeting, the more likely it is they’ll become frustrated and click away from the page.
The key in creating a user-friendly experience for your prospects is to organize your menus and links to other parts of your site in familiar spots. To bring back our house metaphor, you wouldn’t find a carpet on your roof, so keep it simple when you’re thinking about directing people to different areas on your website.
Optimize your content and listings.
First, you’ll need to give your Realtor website the once over to ensure all of your content and listings are optimized for local search. This step is important because without the advantages of SEO on your side, your prospects will be hard-pressed to actually find your business when they perform a search.
There are many tools out there to help you with optimization, but when you’re thinking about SEO on your website, start small and focus hyper-locally, to make sure you’re found near the top of the list of your market’s real estate agents. Remember to include your full NAP (name, address, phone number) on every page of your site. Online reviews and your client testimonials directly impact local search results as well, so make the most of the positive comments you receive online to boost your online reputation.
Promote your social media channels and all aspects of your brand.
There’s no denying that we live in a world in which social media is incredibly prevalent. The number of people who have and use social media accounts has climbed into the billions since the beginning of the decade, not to mention that having a strong online presence is a valuable part of SEO. You need to direct your site visitors to visible sharing buttons on your site so they’re able to connect in those places as well.
Hopefully you’re familiar with the importance of establishing and incorporating your business’s brand into all aspects of your real estate website. Your brand is the story of your business and what you stand for, so it’s important your prospects are able to clearly see and understand those values when they visit your website.
Content on your website acts as the support beams for your digital home.
Once you’ve got the basics covered, you can turn your attention to the support beams of your website: your content. It doesn’t matter whether you’re excited about updating a regular blog, shooting listing videos, or gathering your best tips for first-time homebuyers, dynamic content targeted to your prospects will drive traffic to your site and turn it into a valuable source of information for your leads.
In fact, more than half of content marketers believe personalized content promotes higher engagement rates — all the more reason to craft content pieces that speak to what your leads are interested in and what they want to learn about. And let’s face it, if your website is even a little bit lacking in quality content, your site visitors will seek out a different real estate website that provides them with the content they need to make informed decisions.
Maybe you’re in the dark about the best way to go about creating and showcasing content on your site. If you’re stuck, think back through the questions you’re asked most frequently by prospective homebuyers and sellers. Do the bulk of your home seller leads tend to be green and not know the first place to start? Are people interested in comparing the value of their home to others in their neighborhood? Or, perhaps the bulk of your questions are about obtaining mortgages.
Once you’re able to gather all of these questions together, you can devote time to composing how-to guides, or market information about a specific neighborhood, even a sampling of your recently sold listings. The key is to try and get inside your leads’ heads to learn how you can best serve them and generate more business for yourself.
Add the finishing touches and decoration of your website with lead capture forms.
Now comes the time when you can start to direct your attention to putting the finishing touches on your website. We’ll be honest, you can have killer content and the best page layout in the world, but without a way to actually grab prospective client’s contact details, none of the rest matters. Which brings us to using lead capture forms to increase conversion rates and how your site performs.
Lead capture needs to be strategic.
Obtaining new potential customers through your lead capture forms is both an art and a strategy that you’ll want to perfect. In an ideal world, your leads wouldn’t require many weeks and months of nurturing, and sales would be short. In the world of real estate sales, however, that isn’t always the case. If you’re interested in really using your website to generate leads and see higher conversions, lead capture forms are essential.
There are both ideal and just plain annoying ways to use lead capture forms on your site. The crucial elements to remember when it comes to these forms are where it appears on the page, how many information fields there are for your prospects to fill out, and how lengthy the text is. Make the appropriate call for your leads.
In the example below, the lead capture form that appears is centered to attract the most visual attention, and has a straightforward call to action (CTA) for leads to follow.
There are different types of lead capture forms you can set up depending on how you want to gain prospects’ contact information, and where you choose for them to appear on your website.
Your site can benefit from A/B testing if you’re interested in seeing whether you should use the active approach (requiring a site visitor to enter their contact details before they view content) or passive approach (allowing a prospect to look at content without giving up their information).
When the pages of your site are constructed and organized correctly, your website becomes advantageous to your business as a tool of lead generation, and as a valuable source of information for your leads.