Generating business from your real estate brokerage website requires an approach that is somewhere between print advertising and face to face sales. While it is not exactly like either of these approaches, there is one underlying theme that absolutely transcends all mediums – you have to work on capturing interest by speaking the consumer’s language if you want to have an opportunity for a sale.
Can I Ask You a Question?
Let’s face it, the internet is just an enormous database. This data is sorted and served based on a data query, also known as a question. What most consumers use the internet and Google for is to ask questions of the great and mighty keeper of the world’s knowledge. Think of it this way, the World Wide Web is a big database of answers. Your real estate brokerage website has to be a collection of your answers to questions that your target audience is asking. Does this make sense? Regardless of how a consumer finds your real estate brokerage website or your agent websites, what they see when they arrive is vitally important…It has to capture their interest or be interesting or you’ve lost the fight to push them through the funnel.
Secret to Entering the Sales Process
At this point in the sales process, you have not added this visitor to a list so that you have an opportunity to follow up, answer questions or send a subtle drip email campaign to nurture this prospect until they become a buyer.
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You have to be able to deliver the experience expected by your website visitor or you’re going to lose them for good. The secret to capturing interest is to deliver upon your promise to answer a specific question asked of the visitor.
4 Keys to Capturing Interest
- Have An Engaging IDX / Listing Pages.
Gone are the days of small photos and lots of text. Instead, consumers want big photos of listings. - Specialize.
You reduce or eliminate the threat of “big spender” competition by specializing in hyperlocal real estate keywords and phrases. - Mind Your Landing Pages
Craft your marketing message around specific landing pages to optimize interest. For example: If you do a Google PPC ad for the term “Homes in (city name) for sale under $300,000”. The landing page for this advertisement MUST BE exactly the visitor expects or they bounce (leave from the same door they came in). The best case landing page for this would be a city and listing price IDX search result page that matches the criteria in the ad. A common mistake I see many make is to send this traffic to a home page, or a blank IDX search page. - Measure Results to Build Systems
By focusing your message, it’s easier to track and tweak to optimize results. If you are getting traffic to a specific page but you’re not converting leads? The interest is not there. (Or perhaps you’re not doing a good job asking for the registration.) Once you are able to track consistent results from a campaign, it becomes a system and works on it’s own. Small tweaks here and there might arise, but for the most part you only have to monitor results and be prepared to dig in if results change. Once you find your consumer voice, you will be able to duplicate this campaign using similar landing pages but that meet different search criteria. For example: different city, tract, zip code specific searches and price range searches.
Read Next: Earning Trust On Your Real Estate Brokerage Website
