Table of Contents
- Organise the most visible part: your homepage
- Prioritise mobile users
- Offer a powerful internal search engine
- Real estate marketing: Use a contact form on every page
- Highlight great client testimonials
- Introduce your agency team with photos and a biography
- Attract pre-qualified sales leads to your website
- Boost your real estate agency’s conversion by improving load times
- Use high-quality CTAs
- Real estate marketing: Is your agency using the latest technologies?
- Nurture your leads
- Don’t hesitate to ask for help with your Digital Marketing!
Organise the most visible part: your homepage
Your homepage is usually the first experience visitors have with your brand when they visit your site. Make sure everything they need is visible:
- Your logo
- Your value proposition
- A menu with the essential elements
- A clearly visible search bar
- Contact details (email and phone)
Most real estate agency websites feature a high-resolution image on their homepage — often a beautiful photo of a property for sale.
Change this image regularly, but don’t forget to run A/B tests and optimise the file size of your images.
If you’ve just obtained an exclusive listing for an exceptional property and have great photos, feature it there.
Avoid sliding carousels unless you have important content to present. They were fashionable a few years ago, but many A/B tests have shown they are annoying and ineffective at improving conversion.
Prioritise mobile users
If you don’t yet have a perfect mobile version of your website, this is something you need to fix right now.
Why adapt your site for mobile devices such as smartphones and tablets?
Here are 2 undeniable reasons:
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Mobile users now account for more than 50% of site visitors — mobile usage is exploding! Recent studies show that mobile traffic reaches up to 60% of internet users at weekends.
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Google downgrades websites that are not mobile-friendly.
Want to know if your website is optimised for mobile traffic? Google offers a free and quite useful tool: https://search.google.com/test/mobile-friendly
Offer a powerful internal search engine
By analysing the search data in your Google Analytics account, you will very likely find that visitors who use your search engine tend to have a higher conversion rate. If that’s not the case, you have a problem to solve.
Your search engine must allow users to search and filter according to their needs.
!(https://adkonversion.com/wp-content/uploads/2019/10/Captura-de-pantalla-2019-10-07-a-las-17.28.38-979x1024.png)Search tool from Engel & Völkers.
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Real estate marketing: Use a contact form on every page
This technique should be implemented as soon as your site is live for your clients. It is the most common and most effective way to obtain prospects.
In addition, you can gather statistics on which pages are effective at encouraging visitors to contact you.
This practice also helps establish consistency across all your pages, and consistency is extremely important in terms of design and user experience. By offering a similar experience on every page, you reduce the friction that tends to distract from conversion.
Compass.com – Elegance and effectiveness
Highlight great client testimonials
Around 90% of consumers read customer reviews before making a purchase. In the classic buying experience, reviews are almost as important as price comparison. Reviews go a long way in building trust.
In the real estate sector in particular, it is of course the quality of the property that makes the difference for a buyer. But securing an exclusive listing is becoming increasingly difficult — and this is where client opinion can make all the difference.
Are you sure every visitor will be able to form a positive opinion about the quality of your agency?
Keep in mind that not all clients arrive at your site through the homepage. Through SEO traffic, ads, and links shared on social media, a potential client may land directly on one of your property listings.
Introduce your agency team with photos and a biography
Sites featuring photos of real people tend to have very good conversion rates.
Take the time to photograph your team and create a “Our Team” section, or include it on your “About Us” or “Our Agency” page. Maintain a consistent style in these photos — have them taken by a professional.
Talk about each person’s specialty, their role in your agency, and you can even add a personal touch to reinforce the human side.
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Attract pre-qualified sales leads to your website
In digital marketing, there is a golden rule: a client is above all a visitor who knows what they want.
To better understand this idea, imagine a simple scenario. A company selling barbecues launches its own marketing strategy but carries out no audience analysis. As a result, among the thousands of visitors to their website, many have no garden, already own a barbecue and are perfectly happy with it, have never wanted to buy one, or simply don’t like grilled food.
Consequence: 90% of the site’s visitors have no interest in contacting that company.
For your digital marketing strategy to be effective as a real estate agency, you must start by defining the profiles of users who may need your agency’s services. With that profile data, you can decide where to place your ads, how to present your properties, and how to set your advertising budgets.
Boost your real estate agency’s conversion by improving load times
When we talk about improving the user experience, we must also consider page load speed.
The statistics on this are alarming. Some sources (https://www.section.io/blog/page-load-time-bounce-rate/) mention that 33% of internet users abandon a website when a page takes more than 7 seconds to appear. And the slower a website, the less time users will spend on it.
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It is therefore best to make sure your agency’s pages display correctly, quickly, and without slowing down. Several techniques make this possible (ask your digital agency or website provider). Don’t forget to ensure your pages perform well on both desktop computers and mobile devices.
This will help improve the user experience, thereby increasing your real estate agency’s conversion rate.
Use high-quality CTAs
CTAs (Calls to Action) are buttons on web pages that encourage users to click on them.
You know this is a crucial solution for increasing your real estate agency’s conversion rate, from an inbound marketing perspective.
But did you know that the placement of a CTA can have a major impact on its effectiveness?
If buried, your button can go completely unnoticed. Users are also accustomed to ignoring advertising banners (Banner Blindness) and anything that resembles them, in order to preserve their reading comfort.
The solution? Prioritise text-based CTAs — written rather than image-based — and place them in the centre of your content. According to (https://blog.hubspot.fr/marketing/optimiser-taux-de-conversion), 93% of CTAs of this type generate leads, compared to only 6% of conventional CTAs.
And don’t forget that your real estate agency’s conversion rate also depends heavily on the quality and relevance of your landing pages — the pages users are sent to when they click a CTA.
source: (https://blog.wishpond.com/post/115675436942/ranked-best-and-worst-location-for-your-call-to-actions)
Real estate marketing: Is your agency using the latest technologies?
From 360° video, virtual tours, aerial photography, and interactive 3D floor plans, you have several highly effective tools at your disposal to enhance your real estate agency.
Virtual Reality
Nurture your leads
Every user who registers on your site has value; selling a house or an apartment is not easy and sometimes takes months before a sale is completed.
You cannot set aside those profiles who gave you their details but did not buy. Organise your database, segment your contacts, and regularly provide your users with high-value content. Little by little, they will come to see you as a trusted partner and will turn to you when the time is right.
Creating valuable content means being helpful. What do your clients need? If you can address their concerns, you will be very close to your goal.
If you handle a high volume of contacts, you can try tools such as Realvolve, PropertyBase, or (https://fitsmallbusiness.com/best-real-estate-crm/) which allow you to effectively follow up with your contacts.
Don’t hesitate to ask for help with your Digital Marketing!
If, despite the explanations on this page and on (http://www.lionelz.com) in general, you feel a little lost or would like more information about real estate marketing, don’t hesitate to contact us.
Our founders are entrepreneurs themselves. Their passion is helping businesses grow through digital marketing. So don’t hesitate — they are here for you too.
Sources
- Google Mobile-Friendly Test — Google’s free tool to check whether your site is optimised for mobile devices.
- Page Load Time and Bounce Rate — Section.io — Data on the impact of page load time on bounce rate.
- Optimiser son taux de conversion — HubSpot — HubSpot’s guide to optimising CTAs and conversion rates.
- Ranked: Best and Worst Locations for Your Call to Actions — Wishpond — Comparative analysis of CTA effectiveness by placement on the page.
- Banner Blindness — Wikipedia — Definition of the banner blindness phenomenon in web user behaviour.
- Best Real Estate CRM Software — FitSmallBusiness — Comparison of CRM tools specialised for real estate agencies.