Research shows that real estate is one of the most competitive markets. Though the demand for housing is high, there are far more Realtors than needed to meet the demand; about two million real estate agents are licensed in the U.S. Since only five million homes get sold a year, there’s hardly enough to go around.
The Bureau of Labor Statistics also illustrates the high competition in this market. The average salary of an agent is $45,610; the lowest 10 percent makes less than $20k per year and the highest 10 percent earns more than $165k.
The growth rate is at about three percent, which is much slower than average. These numbers clearly show that it’s possible to make a very good living from real estate, but the competition is fierce, and the earnings of many Realtors remain at poverty level.
Real estate agents who make a solid profit are the ones who know how to get consumers to recognize the value of their services over those of other Realtors. A fantastic real estate website is a great starting point, but you need other conversion strategies both to bring more people to your site and to get them to take action.
Here are some of the top strategies to try.
5 Website Conversion Techniques for Realtors
- Improve Speed and Responsiveness
When you’re trying to rent properties or sell homes, the user experience means more than you might realize. Speed and responsiveness are major factors in the quality of your site, so they affect the SEO.
If your website loads slowly and appears distorted on a small screen, Google will downgrade its quality, which makes your site less accessible in organic search. Half of all home buyers use mobile devices to search listings, so a slow, unresponsive site will significantly reduce your ability to generate leads.
- Focus on Landing Pages
Landing pages that display neighborhood information, school district data, listings, and other useful material will lift your leads to a new level. The ultimate goal of your landing pages should be to improve the user experience and better represent you as an agent.
They should also offer the value consumers seek, with detailed and quality content.
- Use Hierarchy of Info
Every website that seeks to drive consumer action should use a hierarchy format for its information. Research indicates that consumers usually scan pages from the top left and move their way down and to the right.
Make sure your most important components come first, and the content creates an actionable hierarchy that will lead directly to your call to action.
- Make it Easy to Contact You
The first step is to devote a page on your site to contact information. Usually, this takes the form of a well-designed form so consumers don’t have to leave the site to make contact with you. More steps often cause potential clients to abandon pages, so the ability to contact you in a single step is crucial.
You should also make contact information more visible by posting your contact information everywhere. Every time a consumer goes from one page to the next, he or she should see your phone number and/or email along the top or bottom bar.
You might also include this info with a call to action on different landing pages to drive better engagement.
- Make Calls to Action More Prominent
Calls to action should be big, bold, concise, and demanding. They should command action from your consumers that will turn a website visitor to valued client. Some of the tips for making calls to action more prominent include:
- Use bright colors such as red, blue, orange, or green to drive clicks.
- Try using shapes other than rectangles to draw attention and make your CTA stand out.
- Make your copy concise, specific, and actionable.
- Run tests to understand the true effectiveness of your CTAs.
- Play with 3D shapes.
Often, the engagement and connections you make with potential clients start with your calls to action. Getting the design right could be the key to lasting conversions.