Conversion In Real Estate: Tips To Get It Right
When you’re looking at conversion in real estate, specifically at your real estate website optimization, it is actually much more than just figuring out how to get more traffic to your website.
You need landing pages that convert, you need a website design that your visitors will enjoy, and can easily navigate. It’s about having forms and calls to action that will lead your visitors to give you their contact information.
Get a responsive website
When you’re implementing these techniques, if your site isn’t responsive, they won’t really do much.
Half, or more, of the home buyers, will often use a mobile device to search for listings, and if your website doesn’t work well, offer readable text, or allow for some quick browsing, you’re most likely in trouble.
You should see which responsive websites meet your needs, and look for things such as IDX integration, ease of design changes, and sites that appeal to your audience, both in functionality and aesthetics.
It’s pretty simple actually – if your visitors can’t read the listing information easily, see the content, or navigate the pages with ease, they won’t be visitors for long.
With a responsive theme, you remove what is very likely the biggest roadblock to high lead conversion. To ensure a smooth user experience regardless of the platform, you can try out something like the Houzez WP Theme.
Create plenty of unique landing pages
From those that showcase your market’s housing data, to those that will display neighborhood information, there are lots of landing pages you can create for your site.
When you’re planning them, consider which points your audience may experience during the search and include just the right information to address their specific concerns.
For example, for a seller that wants to secure representation, you need to determine what is the information that would inform the leads’ decision on who to hire.
Make sure to consider pages that will relay your reputation, as well as your work history and sales records for some specific home types or neighborhoods.
And, know that pages that appeal to buyers are usually the ones that have local real estate market data, reviews of local schools and businesses, and information about specific communities and neighborhoods.
Now, not every landing page structure will work for everyone, so test a couple of different formats. For example, move a lead capture form around on the site, or play with the amount of copy you use. Any page element is something you can test, as long as you’re tracking which changes make the biggest positive difference – this will give you a great structure in the end.
Offer a comprehensive listing search filter
Add in filter options to make listings search a cinch for your visitors on top of giving them optimized forms.
This lets your prospective buyers find homes in various price ranges and neighborhoods, or find listings that have a specific number of bathrooms or bedrooms.
You could use the Houzez WP theme and its included advanced search, which lets visitors set various criteria such as price range or size.
Post your contact info everywhere
When you put your contact information on every page, you make it as easy as possible for a website visitor to get in touch with you.
This is something that should be very noticeable, especially on the property details page, as a buyer might decide to contact you as soon as they find a listing that suits them. You should also have a dedicated “Contact” page, which gives them detailed info.
You should also drive your real estate traffic to your Twitter, Facebook or Google+, as well as other social media pages. This might seem counterproductive, but as long as you have visitors on those social shares that go to your website, you’re good to go.
Organize your leads
By following the tips above, you’ll get plenty of leads. But, how do you manage them? You need to have a system that follows up with leads automatically, or you will most likely lose them.
When it comes to picking a real estate CRM, overanalyzing your options is easy. What you should keep in mind is why you’re actually getting one in the first place.
The goal is to stay in touch with your contacts and convert more leads, nothing more. So, what you need, is to ensure that your website hooks up to your CRM. That way, when a lead captures, they deposit straight into it.
Have a clear call-to-action
If you want your visitors to take a certain action, you should make sure to make that clear to them, without having exit re-directs or annoying pop-ups.
These are things that will frustrate visitors, and they’re much more likely to leave your website. Make the call-to-action clear, easy to find, yet leave the final choice to the visitors.
Give them more
When you’re going straight for the hard sell, you’ll be scaring some visitors off. Instead, give them value for free, usually in the form of unique news articles, quality listings or area profiles.
When the time comes to convert, they will be much more likely to listen to what you have to say and give you a positive response.
Make quality listings
If a listing has a lot of interesting, yet relevant information about the property, something that can’t be found anywhere else, this will undoubtedly help boost conversion rate. Things to look out for include:
- Photos, and a minimum of 8 if you want t give your visitors an accurate idea of what the property actually looks like
- Descriptions that are in-depth, well written, and have no less than 250 characters
- Virtual tours will give your viewers a virtual stroll through the property, making them feel like they have actually really been there
- Mapping makes sure that your clients have a good idea of the neighborhood, as well as the amenities and infrastructure in the vicinity
- A YouTube video will also give your viewers a chance to take a look at the property, and you can use the sound to give them additional information
- An agent photo will enable the visitors to put a face to the listing and company, making for a more personal interaction
- A video background.
If you opt for a video background, such as a video as the header background, it is going to impress your audience even further, and you can easily do that with the Houzez WP theme.
Give a lot of social proof
When we’re discussing real estate video, it’s something you can use to get some social proof for your website.
A testimonial will give the visitors a clear picture of what working with you feels like, and you can do this by shooting a video of them, or have them answer a few questions via e-mail.
Any other kind of social proof, such as positive comments from colleagues, as well as praise from organizations and groups you may be working with, will help too.
Want a high-converting IDX website? Make sure the design is modern and responsive, and give your visitors valuable content on every page. Include lead capture forms sitewide, and you’ve got it.