People do business with people that they know and trust.
We’ve all heard this and know it to be true based on our own personal experiences. But too often real estate agents and brokers skip the step of earning trust.
So far in the sales process we have driven or attracted a consumer to our website and landed the reader on a landing page that we hope captures their interest. This is where the sale happens. Once the reader lands on the landing page and decides to give your site a chance, you now have your reader in an environment you created. If the content on the landing page is what the reader expects then it’s time to ask for permission to keep in touch.
Sidebars are for Selling – But Make Sure You’re Earning Trust
Pro Tip: Put relevant and effective calls to action above the fold.
Avoid giving the reader options to leave your site in your side bars. The sidebar of your website is a sacred selling ground. You need to take advantage of this and offer a variety of high to low commitment calls to action (CTA).
High Commitment CTA Examples
- Schedule a showing or request more info about a home
- Ask them to save a search
- Ask them to add a spouse as a home search collaborator
- Request a Pre-approval letter
Low Commitment CTA Examples
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- Use the mortgage calculator
- Email Updates of Real Estate Market Updates
- Save homes to a homebuyer tour
- Comment on a blog post
All of these Calls to Action can be displayed along side targeted IDX results based landing pages.
Here is an example of how I use real estate calls to action. ( You can read more about building forms and calls to action here.)
And here’s a different arrangement that I’m experimenting with right now
WordPress websites make setting up Calls to Action a pretty painless process. If you’re unsure of how to do it, reach out a geeky friend to ask for help, or look no further than this community for help. If you have questions or comments about this topic, drop me a comment below, let’s start a discussion!
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