It’s simple, right? You know your web presence is one of the most important marketing tools available to you in today’s evolving real estate market. You want your real estate agency’s website to help generate quality leads and provide valuable information about your agency to the local public. While some real estate websites work well enough, or simply serve their purpose, there are 3 main areas where a majority of realty websites fail. If your website is suffering from these 3 real estate website marketing mistakes, you could be losing out on a lot of leads and a lot of money.
Segment Your Traffic By Need – Buyer or Seller
Your website should accommodate two specific types of traffic, those looking to buy a house and those looking to sell a house. There should be dedicated pages with the appropriate information for the two types of visitors to your site. The quicker you can provide the necessary information and services you provide for their specific need, the sooner you can turn a visitor to your website into a client.
If you run advertising campaigns, lead generation marketing, or pay-per-click advertising to get traffic to your website, it is in your best interest to land the searcher on the page containing information they are looking for. If you don’t have specific landing pages for segmenting your traffic types to, you could be wasting your advertising budget.
Missing Lead Capture Opportunities
Some websites direct and segment traffic to dedicated website pages based on their needs — buyer or seller — but still fail to generate leads. There is nowhere on these pages to turn a website visitor into a lead by getting information. Every page on a real estate agency’s website should contain a form-fill opportunity for the visitor to fill out for more information, a free home evaluation, to be contacted by a realtor, or for a quote.
A form-fill provides a call to action, a next step to take to get the ball rolling for a visitor to your site. For a realtor, it means an opportunity to gain as much important information about this prospect as possible – name, phone number, email address, whether a buyer or seller, and when they plan on buying or selling. Powerful information to have before reaching out to the prospect in hopes of making them a client. View a our Bold Leads Review, they execute lead capture for real estates very well.
Cluttered, Outdated Navigation & Design
This one seems obvious and encompasses the previous two mistakes, your website is simply outdated. Too often, real estate agency websites contain poor navigation, too many navigation options, and too much content. There are multiple road-blocks that prevent website visitors from finding the necessary and important information they are looking for on your site. After you have created dedicated buyer and seller landing pages and added lead capture form-fills, consider removing nearly everything else. No, seriously. You only have seconds to gain and keep a website visitor’s attention, so don’t lose an opportunity to make money because traffic can’t easily find what they are looking for.
If you have an analytics software or platform connected to your site, look at important metrics like time-on-site, bounce rate, and pages-per-session. Having insight on how people interact with your website can help you improve the user’s experience and understand their roadblocks. If you don’t have analytics on your site, consider adding one when you’re updating your site to include specific buyer and seller content as well as form-fills.