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3 Online Errors Made by Real Estate Agents & Solutions to Boost Growth

Services for Real Estate Pros with Realty Net Media

Looking to level up your real estate business? If the answer is “yes,” it is essential for you to know what you are doing in the digital realm. According to NAR,  97% of homebuyers turn to the internetfor a property and agent search months before actually reaching out to one particular real estate professional. This is where the lion’s share of your potential leads will come from, presenting a substantial market share that you can tap into by optimizing your online presence for maximum lead generation and conversion potential. To level up, you need a modern real estate web system.

However, with an ever-evolving internet, there are recurring mistakes made by real estate agents that impede their ability to attract and convert real estate leads. To truly propel your business forward, you need to be aware of and avoid these easy mistakes to make:

  • Missed Branding Opportunities
  • Failing the 80/20 Rule of Marketing
  • Using an Antiquated Lead Capture System

Let's look more at each of these areas to understand why agents make these mistakes and learn actionable strategies that you should be using instead:

#1: Missed Branding Opportunities

Think of your website as your digital business card. This is the first point of contact for potential leads since most buyers and sellers will search for many weeks online before reaching out. Therefore, your is the most important and first line of offense in establishing your brand and positioning yourself as a market leader.

Digital branding doesn’t just mean you have a pretty website.  Many agents fail to grasp the importance of combining visual appeal with high functionality when developing a successful website for real estate agents. This combination of elements is vital in effectively branding yourself as a leader in your specific market. Even more importantly than aesthetics is how your website provides value to your visitors.  Your website should offer modern buyers and sellers the tools they seek, such as market reports, home valuation tools, categorized one-click specialty searches, and more. 

Buyers and sellers are attracted to agents who stand at the forefront of the market, leveraging cutting-edge technology and exhibiting a high level of market expertise. Leveraging your website for effective branding is essential for business growth.

#2: Failing the 80/20 Rule of Marketing

The 80/20 of marketing should govern everything you do day to day for marketing. As a real estate agent, your primary focus in your digital marketing strategy should revolve around providing value to your clients and potential leads. The most effective way to boost your conversion rate is by showcasing your market expertise and establishing yourself as a market leader. Instead of relentlessly pitching yourself and attempting to make a sale, focus on providing tools and knowledge. Clients are more likely to engage with an agent who offers genuine value rather than a pushy salesperson.

What exactly is the 80/20 rule in practice? It’s about value vs. pitch. 80% of your content should be strictly informative - meant to provide help and knowledge only. This includes everything you put out for marketing, be it social media posts, emails, or written website or blog content. The remaining 20% or less can be used for self-promotion and sales-oriented content.

Many agents saturate the internet with self-centered advertisements about themselves or their listings, neglecting the fact that value is the key to attracting clients. By enriching your website and marketing strategy with buyer and seller tools, detailed neighborhood information, specialized searches, educational content, dynamic market reports, and an informative blog, you can elevate your conversion rate by emphasizing your market expertise.

#3: Using an Antiquated Lead Capture System

When you are aiming for increased lead generation, your lead capture system matters. One common mistake made by real estate agents is relying on a basic lead capture system that fails to deliver optimal results. Outdated platforms often offer only one option for visitor registration and lack essential tools to enhance successful lead conversion. 

To maximize lead capture, it is imperative to employ a layered lead capture system supported by modern verification tools. Neglecting to adopt this approach, whether due to limitations of your website system or a deliberate decision, is a mistake.

A real estate agent's business relies on building a robust lead pipeline. The most effective way to achieve this through your website is by requiring visitors to register using valid information, such as their email and/or phone number, before granting complete access to the site's features. Additionally, your system should enforce email address verification to ensure the validity of each lead.

However, it is crucial to implement registration requirements strategically. Requiring registration too early in the browsing process may deter visitors before they have received sufficient information to pique their interest. On the other hand, delaying registration until too late in the process might result in potential leads having received enough information that they no longer see the value in registering. 

To really optimize lead generation, employing layered registration is needed, allowing you to choose when to require registration based on specific triggers, such as after viewing a certain number of listings or to access complete listing details. By adopting this approach, you can maximize viable lead generation and conversion.

To thrive as a real estate agent in today's market, it is crucial to differentiate yourself from the competition. Many agents fall into the same patterns of mistakes, limiting their potential for growth. By leveraging a real estate website system equipped with the right technology, you can avoid these pitfalls and create a solid foundation for maximizing growth opportunities.