Is your website making you money, or costing you money? The sad truth is too many real estate websites are there because the Realtor® knows they need one, but it actually shows no return on investment.
In reality, a well-designed website should be a lead generation machine. It should be one of your strongest sales tools.
If you’re not getting leads from your site, the good news is you can tweak your site to optimize it, without having to tear it down and building it again. Just a fixer-upper.
Here are a few things you can do to help your website build your business.
Keep Your Contact Information on Every page
This is probably the biggest lead optimization fault of any website, not just real estate websites.
Don’t make it hard for people to contact you. Keep your contact information on every page of your site, so you’re never more than a click or quick call away.
“With search engines being such an important driver of inbound website traffic, you can’t always predict where people are going to enter your website,” notes Jonathan Bentz, marketing manager, Netrepid, a provider of professional services.
“Having your contact info on every page of your website increases the likelihood that people will contact you.”
Lead Capture Forms Help Real Estate Websites
If someone doesn’t want to use your contact information, they should just be able to enter a bit of info on the side of any page to reach you.
I know we’re in the business of qualifying our leads, but try not to ask for too much information in this form. Full name, email address and a question is usually quite enough.
An average 5% dip in conversion rate by including a phone number field. Unless your business is based on post-click sales calls, avoid this field at all cost. Not many people like to have someone call them (unless it’s critical to their personal success). said Conversion guru, Oli Gardner.
Use a Call to Action That Gets People Moving
Sometimes a would-be client is on your site, and they leave without contacting you. Why did this happen? Maybe because you haven’t given them a clear and compelling next step or call-to-action.
Say someone is looking at one of your listings. Your first instinct may be to end the page with something like “For more information on this home, click here.” That doesn’t really entice the browsers. Consider a more active, “Click here to get a tour of this home.” It’s what most browsers want. So give it to them right away.
And use different CTAs, because not every page will have the same logical next step.
“If you use the exact same CTA on every page, you are likely leaving leads on the table. While it is certainly easier to use the same call to action everywhere, it’s not the most prudent way to generate new leads,” said ConversionVoodoo.com.
“As your website visitors move around your site, their desires and their needs often change. If you are presenting your calls to action correctly, you even want their needs to change.”
These are just 3 little things you can likely implement tomorrow on your real estate website. You may just have to move things around a bit to get your contact info on every page, add a lead form or shorten the one you have. You can also easily add new CTAs to each page.
PS: In addition to your website, how are your business cards and postcards? If you need to update your print materials, you can easily get customized real estate business cards and postcards to make sure you’re getting the most for your dollar.