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How To Supercharge Your Real Estate Website To Maximize Leads & Sales

Updated: Oct 12, 2021

Before programming any digital ads you need to ensure your website is capable of capturing those leads you’re preparing to blast your campaign budget on. How? Read more to understand how to optimize your real estate website lead generation.

How to Get Started

Many real estate agents find themselves complaining that their website isn’t generating nearly as many leads as they were expecting. That’s because having a beautiful real estate website with IDX property search functions is only one part of your strategy and having a website that generates leads is a multiple-step process that’ll require more tact.

The major fail point that agents fall prey to is the perception that their real estate website is a “push button, receive leads” solution. Other points for failure come in the form of:

  • Limited Knowledge of Digital - agents with a limited understanding of digital marketing and best practices. Finding themselves investing poorly in an incomplete or under-utilized mechanism

  • Underdeveloped website - if an agent or agency’s website isn’t properly set up, nor has the right tools to capture and nurture your leads, it simply will not do the job.

With those problems in mind let’s take a look at the solutions that can revise or reinvent a real estate website, putting it to good use.

Real Estate Website Optimization

Is your website optimized for mobile and tablet browsers? Is it easy to navigate? Can your visitors find what they’re looking for right away?

If you answered "no" to any of those questions (or simply don’t know), start by addressing those issues.

Mobile phone and tablet optimization can play a major role in improving your website's rank on Google. That’s because more and more people start their property search right on their phones.

Also up for review is the speed at which your website loads, the faster it loads the better. That’s not just a response to users with low attention spans, it also affects your site rank on Google and other search engines. Your website loading speed has very little to do with your personal computer or device but more to do with the site’s plugins, image size, as well as your website hosting provider.

Your website needs to be optimized for not just speed but mobile devices too. When it comes to real estate, a mobile-ready lead capture website is absolute. Over 80-90% of buyers are starting their search online and at least 30% of those searching for a home are doing it from a mobile device.

Also, you should be aiming for a mobile responsive site that will adapt to any mobile device by growing or shrinking based on the screen size for an improved phone or tablet browsing. Your calls to action will need to act differently for mobile as well. This means including a click to call phone number multiple times on your site. And make sure it’s incredibly visible and simple. You don’t even want to make your customers have to click your contact page to access this information. Just include your phone number on the header.

Content Marketing

Another digital marketing strategy real estate agents should participate in is content marketing. Content marketing is a great alternative to any sort of outbound marketing (reaching customers by cold calls, radio ads, TV ads, etc). It gives your real estate prospects a chance to discover your business and to absorb your position as an expert. Content marketing particularly in the form of blog posts gives agents a chance to command authority. The more blog posts you write, the more visible you become on the internet. Which in turn increases the probability that clients will think, “Hmm, this real estate agent seems reputable since I keep seeing this website all the time.”

As your brand benefits from increased discoverability, another easy solution to generate more leads is to turn each of your blog posts into a mini-landing page. According to Hubspot, you could be getting as many as 55% more leads if you have a blog on your website and that’s just if you blog one or two times per month. But the reality of the situation is that there is a prominent chance that blog traffic coming in through your site is going to read one post and then leave

But remember our goal here is lead generation, so try designing each blog as a landing page that will allow you to maximize converting leads from that incoming blog traffic because if you’re going to commit to blogging, your website needs to commit to collecting those leads.

While blog content will cover your text content you have another category of content to take on, visuals. Once users are on your site they’re is going to want to see beautiful homes and neighbourhoods. Visuals were deemed the second-most important type of content by marketers in 2016, with 37% of them noting photos, graphics, and videos were vital components to their online success.

Whether you hire a professional photographer, use a personal camera or a phone to record your videos, you can then just upload them to YouTube for easy embedding on your site. YouTube is the second most used search engine after Google, so it’s the perfect place to populate and upload your real estate tips and tricks as a means of marketing.

And because everything in internet marketing is connected you can include videos in your social media plan or incorporate them into forum posts and comments.

Here are some real estate video ideas:

  • Recorded house tour

  • Neighbourhood tour

  • Show off your knowledge of real estate by posting an analysis video

  • Testimonials of happy buyers or sellers

Speak Google’s language

At this point it’s math, If people can’t find you, they can’t visit your website, and therefore can’t buy homes from you.

People use Google to search for homes, so you’ll need to make your site Google-friendly in order to be found by prospective home-buyers. It’s called Search Engine Optimization (SEO), and just about every business uses it to rank high in Google search results and draw more organic traffic.

You need on-site indicators–your pages, blog posts, links and texts are all things that make up your on-page SEO and this is really the thing that will determine if you show up in searches or not.

More marketing advice and strategies for real estate agents

Check out some of our top real estate marketing articles and step up your digital real estate marketing strategy!

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