Brandon Cornett of Arming your Farming shared a scary tidbit on his blog recently: “The average real estate website gets enough traffic to support the real estate agent’s marketing and business goals, but her or she is not capitalizing on that traffic”.
Can it be true?
I bet it is.
Brandon went on to give 5 general rules about lead generation, but I’m going to give you some specific advice.
- Communicate Clearly: Visitors landing on your website or browsing your listings should have a crystal clear understanding of who your business is, where it is located and how to use and navigate your website. This accomplished through smart and direct copy and design and aesthetics.
- Be Relevant: Make sure your website is addressing issues outside of the house listings — neighborhoods, reviews of area schools, basically anything relevant to a homebuyer in your area.
- Give ‘em the Goods: Make your listings as complete and attractive as possible. Photos are essential, and as many as you can give the better. Videos are even better. You want browsers to get a very strong idea of the property, motivating them to make the call to your office.
- Trade the Goods, Too: Some of your best and relevant content can be traded with visitors. Maybe you can put together a few focused articles on home improvement, or a detailed review of a particular neighborhood, something more indepth than the short articles you wrote. Interested visitors will be willing to trade their emails and contact info for the report, giving you a way to follow up on leads and convert interested browsers to buyers and clients.
- The Internet Isn’t Magic:
Of course, I wish it were. The reality is that buyers have the same mentality when shopping on and offline. Empty promises, flat copy, terrible pictures and a poor, unprofessional website is the equivalent of opening a shop in a terrible neighborhood with a leaky ceiling and a receptionist that doesn’t know what’s going on. Yeah, I’d walk out of that place, too. Make sure you’re representing your business and your skills to the max online.
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