The real estate industry is built on relationships. According to the 2017 National Association of REALTORS® Home Buyer and Seller Generational Trends report, 52 percent of younger buyers find their real estate agent by referral from friends, neighbors or relatives.
Because of the scope of the home-buying and home-selling transaction, it involves a high level of trust. Buyers and sellers are more likely to trust family or friends for an agent referral over an agent they find on the internet.
That being said, NAR found among nearly all generations of home buyers, the first step taken was to look online for properties. That means your website can be a healthy source of leads. It’s your face to consumers, your business card, your brand. You should be thinking about ways you can drive traffic to it and how to turn visitors into prospects.
Here are four tips to help you generate more leads from your website:
1. Make Sure Your Contact Information Is Easy to Find
This may sound like a no-brainer, but surprisingly there are still websites that make visitors dig or fill out a form for contact information. Make it easy for a prospect to reach you by phone, email, chat, and even text. And make sure it’s readily visible by putting your contact details in the header and footer of your website.
2. Add Testimonials and Team Photos to Build Credibility
There are so many agents to choose from when listing or buying a home that it can be overwhelming to buyers and sellers. That’s one reason why a majority begin their search online.
They want an agent who is personable, skilled at negotiating, tech savvy and, above all else, trustworthy. One way to build trust is through feedback from your previous clients. How others feel about your services matters.
Testimonials are an inexpensive marketing tool that can turn website visitors into prospects by showing how others had a positive experience working with you and your company. Who hasn’t read Yelp reviews before deciding on a restaurant?
You can include testimonials on every page of your site by using a few of these creative ideas:
- Showcase Positive Tweets
Do you have clients tweeting about you? Showcase those tweets on your website.
- Post a Quick, 30-Second Video
Ask for a quick, 30-second video that sums up a client’s experience working with you (give them a couple of questions to answer to get them started). These videos do not need to be high quality. The personal, raw approach is often better received than a staged video. Authenticity always wins.
- Conduct Interviews
These serve as great blog posts! Sit down with your clients (or send them a Q&A) and turn your conversation into a blog post that highlights your clients’ experience with your service and the entire process. Here’s an example of a possible blog title: “Ann sold her house in three days. What’d she do differently?” Always include a photo of the interviewee to increase credibility.
Also, if you don’t already have your photo or perhaps team photos on your site, add them. Buyers and sellers want to know who they are working with; photos are one way to prove to your audience you’re a real agent and a real person.
3. Create Clear Calls to Action
Are buyers on your website searching your listings? Or are potential sellers on your site looking at your services? Either way, you want to capture their attention (and contact information) so you can continue the conversation.
What do you want your visitors to do? Download a home-buying checklist, sign up for your newsletter or subscribe to your blog?
Do you have a relevant call to action on every page?
- Create downloadable content for your visitors
- Add a newsletter subscription form
If you are sending a weekly or monthly newsletter to your prospects, make sure you have a way for website visitors to sign up to receive it.
- Add a blog subscription form
If you have a blog that you regularly update, add a subscription option to deliver new blog posts right to their inbox.
4. Share Insights on Your Blog Regularly
Blogging is one of the most effective ways to increase organic traffic to your website. It’s a great way to add helpful, educational content that is personalized for your market without cluttering the main pages of your website.
Start by brainstorming topics that position you as a real estate expert. What are the pain points for buyers and sellers? Here are a few ideas to get you started:
- Monthly market update with visual charts (MarketStats by ShowingTime makes it easy)
- How-tos, tips and lists: How to sell your home in 3 days, How to prepare for a showing, Steps to buying a home
- Highlight your listings in a creative way – don’t just post a listing to your blog with the address as the title
- Testimonials, reviews and interviews: Think outside the box here. No one wants to read a blog full of people talking about you or your company. Create a memorable story.
After you brainstorm your topics, create a calendar and adhere to your schedule. Regular blogging will increase your organic site traffic, BUT always remember — quality > quantity.
Once you’ve taken the above steps to optimize your website to convert visitors into leads, focus on ways to drive more traffic to your website. That’s where social media comes in. Share all of the content that you publish to your website on all of your social media channels, test social advertising, and make sure your profiles include links to your website.
It takes time and a commitment to stick to the process, but optimizing your website for lead generation will help you get more leads and win more listings.
Are you still calling agents after each showing to request feedback?
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To learn more, request a demo today.