3 Tips For Converting Website Visitors Into Sales

Real Estate Broker/Owner with Fathom Realty

Let me start by stating the obvious. Leads must convert into customers. Period. If you are generating leads on your website or buying leads, then figuring out how to take the visitor from browsing to buying can be a challenge! No matter where your business is conducted (online or offline), here are some pointers on turning LEADS into SALES.

1. Make Sure Your inquiry response time doesn't stink.

You need to contact your sales leads as soon as possible. Let me rephrase that. If at all possible, contact your leads immediately after receiving an inquiry. The longer they wait to hear from you, the more likely they will end up working with your competitor. I cannot stress this enough. You will be amazed at how much potential clients appreciate an exceptionally fast response. This means you need to set up an automated response for the inquiries and you need to CALL people back. Notice the emphasis on the word, 'call'. Just sending someone who is looking for homes online an autoresponder email is NOT going to earn you a high conversion rate. You need to follow up with call and a tailored message with a something you can offer them.

Tip- Write your autoresponder to appear as if it actually just came from you and not some canned message. Include a call to action such as an offer of value. This can be a list of local school ratings, relocation package, or a list of just-listed properties.

2. Make sure you have a CRM and follow-up in place.

The typical Internet lead takes 8 months to convert. You may hear that number vary but not by much. The fact is, 1% to 2% will convert in the first 3 months, 3% to 4% will convert in the next 6 to 12 months, and an additional 1% will generally convert between 12 to 24 months. With that in mind, you need a good CRM (customer relationship manager) that is easy to use, and easy to track. Whether you are getting 25 inquiries a month or 250, you will soon find yourself with a lot of people you're trying to keep up with. Very few people are going to receive an email from you once or twice and then buy. It does happen, but that is a rare occurrence. You must have a follow up system that is automated and allows you to create drip campaigns. Following up is more than just a handful of emails over a few months. You need to send out communication over a span of 1 to 2 years. Read my article on '8 Email Campaigns You Should Set Up Right Now' to help get you started here.

3. Ask for the sale, offer something of value, and make it easy to say yes.

If you have your own website, many “gurus” suggest that you leave off any sort of sales message. Their logic follows that the consumer doesn’t want to be sold. It might be true that consumers don't want to be sold, but many sites fail to ask for the sale at any point. Really? Do you think that is any more effective? Instead of thinking of it as sales, think about is as providing a service. Instead of sales language, offer items of value in exchange for their contact information. Additionally, people should not have to dig around your site to find out how to contact you to buy a house, or get their home listed. Have you looked at your website from your visitor's perspective? Does your site include solid call-to-actions and make it super-easy to reach you? On a mobile device, can a potential client click on the telephone number and reach you?

What other ideas do you have to improve converting your website visitors into sales? Please share them here.

This article was originally posted on Fathom Realty - 3 Tips For Converting Website Visitors Into Sales

Posted by

Josh Harley is the Founder and CEO of Fathom Realty. Josh is a serial entrepreneur, tech geek, innovator, disruptor, marketer, teacher, artist, U.S. Marine, and an Alaska-raised sweet tea fiend.

As the CEO of Fathom Realty, Josh helped earn Fathom a prestigious place on the Inc. 500 list of Fastest Growing Companies in the U.S. … not once, but three times in a row. Josh also made the Swanepoel Power 200 list of Trendsetters for 2017.


Comments (8)

Clark Niblock
RESupermen at Niblock Co. Realtors - San Antonio, TX
Alamo City focused. National and Global connected.

Excellent Observations. Thank You.

Jan 20, 2017 07:09 AM
Olga Simoncelli
Veritas Prime, LLC dba Veritas Prime Real Estate - New Fairfield, CT
CONSULTANT, Real Estate Services & Risk Management

Good, basic, low tech advice; thanks!

Jan 20, 2017 08:41 AM
Joshua Harley

Sometimes you have to keep it simple. There are so many agents who do not have a foundation for how to handle their website leads and eventually just give up. I often teach advanced classes but not many agents are at that level. :)

Jan 20, 2017 10:38 AM
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

The formula is simple, it just has to be applied.

Thanks for the tip on converting web site visits.

Jan 20, 2017 06:07 PM
Georgie Hunter R(S) 58089
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

It's a good idea to check our own websites from time to time.

Jan 20, 2017 09:07 PM
James Dray
Fathom Realty - Bentonville, AR

Good morning Josh.  I like simple, for me anyway this is way beyond simple. Have a great day sir, thank you for kicking it up this year in the Rain

Jan 21, 2017 01:58 AM
Joshua Harley

It's been a long time since I contributed consistantly. :)

Jan 21, 2017 07:29 AM
Laura Filip
Laura Filip Broker , Opening doors for All Seasons of Life - Whitesboro, TX
What can we do for you today?

Thank you for sharing your thoughts. Internet marketing can cost a fair amount finding out what works for the individual is  a hard task. Through money at the wall and find out what sticks is really not an option for most so they do nothing at all. 

Jan 21, 2017 09:01 AM
Joshua Harley

I completely agree, Laura. Thank you for sharing.

Jan 22, 2017 12:38 PM
Thom Abbott
MyMidtownMojo.com |770.713.1505 | Intown Atlanta GA Condo Living - Atlanta, GA
Midtown Atlanta GA Condos For Sale

All those different email lists make PERFECT sense. I Have ONE...that I add buyer leads to. Don't have a Seller one, but that's because I don't have an active lead gen program in place at the moment. Working on that with my coach. But you gave me some good food for thought and a plan. 

Jan 21, 2017 06:13 PM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

A proper call to action is so critical as well as a good landing page for advertisement.  Good post!

Jan 23, 2017 09:00 PM