Developing a real estate website that attracts leads and helps close sales takes more than a flashy theme and listings. It’s the finer details that help it achieve higher organic search placement, traffic, and conversions.
Luckily, many real estate professionals are already on track with their website. What they need are a few tweaks to amplify their site’s effectiveness.
In this article, you’ll learn three ways to boost a real estate web site's value and success.
Tell a Powerful Story
Storytelling is a powerful marketing opportunity because it connects with individuals on a deep level. The message resonates to their core, helping to project themselves into the subject.
Yes, optimize a website using SEO but also craft compelling site copy:
- Use colorful wording to describe a property’s features and best elements
- Transport an individual to the property by sharing an experience with it
- Leverage captivating media through photos and cinematic-like video
The storytelling adds layers of personality to the property’s listings. It makes someone interested imagine as if they’re already its owner (daydreaming). At the right moment, it can deliver a call-to-action that compels them to connect and explore their options.
The added benefit of this storytelling is tri-fold.
The storytelling easily adds a lot of content that can help the site get indexed through search engines. It also gives a lot of content to share on social media that could spark leads. And, it creates a connection that leads to brand building and experience.
Develop for the Long-term
Many real estate professionals developing a site rely on MLS listings to power its content. This gets attention and traffic while the listing is active. But, what about when the location is rented out or sold? What good is this now “inactive” listing?
Developing for the long-term is thinking about the big picture.
The long-term value of a real estate website is its established pages. So, why not put the extra effort into establishing one’s local presence by building out these better pages?
Aim to build and optimize for:
These are the items that won’t likely change in the near future. By building around these elements (and optimizing for them), the site becomes a directory for these locations. Add the individual property listings to these location-based pages and the site naturally funnels individuals to the homes and apartments found through the pages.
The other benefit of developing this way?
The site becomes stand alone where it builds up the brand versus just the listings. This is powerful when blog content, promotions, and other marketing efforts mesh with the pages!
Fill the Content/Keyword Gaps
Don’t let a large competitor discourage you from going after a location.
Because even the biggest real estate sites lack content and keywords! This is your perfect “in” with building a presence for those subjects and searchable terms.
The easiest way to do this is through a mixture of:
- Using keyword tools to conduct a “keyword gap analysis”
- Browsing archives to discover untouched content ideas
It’s not all about the big keywords and topics either. A laser focus on search phrases and specific topics can give you an edge over the competition. So, wedge yourself in thereby becoming a local expert - covering all kinds of localized topics that tie into real estate.
As you go, the site will fill in all those gaps left by the competition. And through this helpfulness, it could begin outranking the larger competitors for these sought-after terms!