Your Real Estate Website: Turning Lurkers into Leads
Is your website designed to convert your targeted traffic into red hot leads? What good is website if it doesn’t produce buyers or leads? Here are some simple suggestions to improve your website’s conversion rates and turn anonymous visitors into potential clients.
Many agents that own a website focus primarily on increasing their website traffic and neglect their website conversion rates. Conversion rate refers to the percentage of visitors who take an action, such as entering their contact information or signing up for more information.
Increasing website conversion rates is a strategy used by net marketers to maximize web profits. If you want to get more leads, more sales, and more business, you need to improve your website conversion rate!
Improving your conversion rate is not as hard as it seems. In fact, if your real estate website is already generating a generous amount of traffic, it is a good start. But what do you need to do in order to make the most from that traffic?
Website visitors start out as anonymous window shoppers with no obligation or connection to you. To increase your website’s conversion rate, your site must be able to coax them into doing something they are reluctant to give you - their contact information.
According to the National Association of Realtors, a large number of homebuyers use the internet to obtain information regarding home purchases and sales in their area. So, when a visitor clicks on your website, it is because they are seeking information on buying or selling property.
With this in mind, review your webpage through the eyes of a potential client. Is your webpage simply a glorified resume and business card? Or does it contain valuable information that potential sellers, buyers, and clients want? In other words, does it give them a reason to contact you? Giving the visitor what they want is the key to converting them from a visitor to a lead.
What kind of information do potential sellers, buyers, and clients want? If you are targeting potential clients in your local area, most likely they are interested in property listings, school information, financing, checklists, property valuation materials, and more.
Providing this information on your website will help you stand out among the countless number of real estate agents competing for business. If this seems too cumbersome to do yourself, consider hiring a web developer to do this for you. However, it would be to your advantage to set up your own real estate related website or blog and enter in the information yourself.
Now that you have captured the attention of your visitors with valuable information, how do you get them to leave you their contact information?
To obtain your visitor’s email address is simply provide a contact form on your website. A contact form is an effective way for visitors to contact you with real estate related questions. The contact form should have at least a field for their name, a field for their question(s), and a field for their email address.
An excellent way to stay in touch with potential leads is to provide a free online newsletter or ezine that visitors must sign up with their email address to receive. Sending online newsletters is easy to do with an auto responder. An auto responder is an email program that automatically sends a series of messages at timed intervals. For example, when a person gives you their name and email, the auto responder instantly sends them the first email. Then, after a few days or weeks (depending on the time interval you set) the auto responder sends the second message. This process continues until your remove the lead’s email from your list.
A powerful way to collect a visitor’s personal information is to offer free property buying or selling information packets. If it’s free, 9 out of 10 visitors won’t hesitate to provide you with their mailing address. The more requests for your informational packets, the bigger your prospective list of clients grow.
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