Today’s buyer wants to have everything at their fingertips. Literally. And this includes their local real estate agent’s office. If they can’t find yours on the web, they may never pay a visit to any of the homes your company has put up for sale. The internet now powers a lot of real estate lead generation.
This trend will become even more entrenched as tech-savvy millennials fill-up the buyer roles played by their baby-boomer predecessors.
How can you make digital space yield more clients for you?
Here are five steps to creating a website that actually makes buyers out of your leads.
- Guarantee Seamless User Experience
Visitors will hang around your site a bit longer if it’s easy to navigate.
Make the key sections of the website easily accessible from the homepage, and from wherever visitors are on the site. Preferably, you will want to have these sections clearly listed and linked in the menu bar at the top. Remember that more people use the internet on their phones than on desktops these days. Your website’s layout should be mobile-friendly or adjusted to suit the size of smartphone screens.
- Make Your Basic Information Visible
This also helps to improve user experience on your site. But it’s actually more basic than that. You can’t possibly harvest clients from the web if they can’t find your contact details there.
Have an ‘about us’ page that describes your company and the market (or markets) it serves. Your contact page should contain your company’s physical address, email, and phone numbers. Links to these sections should be visible on every page.
- Create Customer Centered Content
Be sure that your content addresses your prospects’ needs more than it describes your company. They will be more concerned about the latter once they’re done with skimming your basic information.
Your material should be empathetic. Point out your target audience’s pain points; then show them the solution in text, and in pictures of homes you’re selling and have already sold.
Images are just as crucial as the descriptions you put on your pages. They help your would-be homeowner visualize the space they could inhabit if they decide to buy from you. When they’re honest and impressive, they could nudge the inquiring visitor a bit closer to doing the deal with you.
- Prime SEO for Local Search
This is a crucial part of real estate lead generation, perhaps akin to local signposts in the real world.
Your potential clients will likely be doing localized searches for homes with their smartphones. If you’d like your website to appear at the top of the Google Search Results Page (SERP) on their phones or desktops, your content should incorporate a sufficient number of local search keywords or phrases.
Here’s an example. If your homes are located in Des Moines, you will want to use keywords like ‘homes in Des Moines Iowa for sale’, instead of a generic key phrase like ‘homes for sale’. The former makes it clear where your properties are at and attract people who are using it as a search term in their browsers.
- Craft Landing Pages with Strong CTAs
Your landing page offers some useful resource to your website’s visitors in exchange for their contact information (usually emails). These resources may include eBooks, email newsletters, perhaps even virtual tours of your property.
The landing page should contain a concise explanation of what’s on offer and a strong, clear Call to Action (CTA) on a button at the end that invites them to take action. Call-to-Actions can also be placed on the homepage. There they could encourage visitors to ‘Take a Tour’ of the homes you’re selling, or ‘Subscribe’ for your email newsletter.
Add the contacts collected from landing pages to your email list. Keep leading them down the sales funnel till they are buying a home from you.
Sometimes, people will be persuaded by the sheer brilliance of your website. At other times, they’ll remain unconvinced despite your best efforts. Most prospects are somewhere in between. They will be swayed to some extent by what you have on your website but will seek more on the ground.
Whatever the case is, a strong website puts you in good stead to be noticed. If it’s correctly done, it’ll bring in the clients you desire to have.
Would you like some help with building a digital strategy to grow your organization? Schedule a Digital Strategy Call with one of our Team Members!