Everyone in real estate understands how important it is to generate leads. Without new leads you have no one to pitch your services to, which means no buyers or sellers and no money.
There are dozens of ways to generate leads. Some Realtors® do cold calling, many farm neighborhoods with print marketing, and others do social media outreach. In all of these efforts, the real estate website can sometimes be overlooked.
Your real estate website is available 24 hours a day, 7 days a week. You should make it one of your primary ambassadors. When you tie it in with your other marketing efforts, you can see your number of leads multiply quickly.
Here are some steps to take to generate leads from your real estate website.
Make Your Real Estate Website Your #1 Fan
When you create content for your website, you shouldn’t focus on yourself. You should focus on the outcomes your customers are most looking for and how you can help them achieve those goals.
That doesn’t mean that your website shouldn’t showcase how amazing you are. It’s just that those great kudos should come from someone else – preferably your previous customers.
I’ve talked recently about how important it is to get online reviews as well as customer referrals. Those online reviews belong on your real estate website.
Think of your real estate website as a huge party where everyone is talking about what a great Realtor® you are. You want prospects to go to that party!
Demonstrate Your Expertise
Have you ever noticed that there are people who talk about being great basketball players, but the really great ones don’t just talk – they actually do it?
In the same way, don’t use your website just to show what a great Realtor® you are. Use it to demonstrate that expertise as well.
Show your recently sold listings. Write articles that show you are knowledgeable about the neighborhoods your serve. Post videos that show you are technically savvy and know how to give a home its best showing. Share buying tips that help house hunters understand that you know what they’re looking for.
Use Your Real Estate Website to Capture Leads
The best real estate website in the world can’t capture leads for you if you don’t include easy ways to contact you. Having a variety of touchpoints is important because different people prefer different things.
You should have a form that allows people to enter their name, email address, and even their phone number to join your monthly newsletter or email list. You should also prominently list your business phone number.
You may also want to include a contact form that allows someone to email you a question or inquiry. Finally, be sure to list your office location as well, because some people like face-to-face conversations.
Integrate Your Website with Other Marketing Efforts
Have you ever heard the phrase, “All dressed up with nowhere to go”? Unfortunately, that describes many real estate websites.
Some Realtors® cover all the steps listed here, and still don’t get leads from their website. The reason is that they aren’t getting any traffic to the site.
You have to integrate your website into your other marketing efforts so that your prospects become aware of it and visit you online. Here are some ideas:
- List your website on your postcard marketing outreaches, and offer a free download of valuable information in exchange for their email address and phone number.
- Share new listings from your website onto Facebook, Pinterest, and other social media.
- Include links to new listings at the bottom of your email newsletters.
- Promote your blog posts or website articles with a Facebook ad.
Your website should be your most tireless promoter. When you follow these steps, you’ll have a website that represents you at your best, is full of raving fans, and shows off your expertise. You’ll be able to capture new leads quickly and easily.
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