Real estate leads are one of the hardest to capture, yet extremely rewarding when you succeed. As a real estate agent, you know that the payoff for your efforts will be worth it. But somehow, real estate companies turn out to have some of the lowest conversion rates when it comes to acquiring leads through digital platforms. For example, the conversion rate for Google paid ads is just 2.47%.
In the real estate industry, the conservative approach of outbound marketing is still working. But there are many reasons why it is better to develop a real estate website and use inbound lead generation tools to skyrocket your sales. Through the history of the property selling, realtors, as many other sales agents from different industries, have obtained an inferior reputation for sometimes overwhelming selling ways, like excessive calling or tons of in-person meetings.
In the current real estate business and sales in general, the usual and tested outbound marketing methods like cold calling, are now becoming outdated, and even repulsive for some customers. Over recent years, more than 50% of home buyers discover property online, according to the National Association of Realtors. With that being said, inbound lead generation appears to be a more comprehensive way to convert real estate leads.
Why do you need a website to convert real estate leads?
There are versatile strategies to make your inbound marketing more effective, like blogging, search engine optimization (SEO), paid advertisements, landing pages, email marketing, social media, etc. But to examine these digital approaches, you will need a cornerstone of your brand that will be available to your customers 24/7 - a real estate website. Around 82% of successful real agents have their personal websites.
Having a platform will help you maintain your brand image, demonstrate property for sale, gather client reviews, and, most importantly - convert your real estate leads. The website will become a key pillar for most of your inbound marketing initiatives. Whether you are a real estate company or an individual realtor, having a website will not only help you acquire leads but will greatly enhance your business expertise, credibility, and will portray you as an industry leader.
How to increase inbound leads in the real estate business?
One of the crucial elements of successfully establishing your website is to make it easily discoverable for your potential customers. More than 95% of home buyers use digital resources in their buyer journey, and 44% of real estate buyers start their real estate research on the web. So, optimizing your site to rank for targeted keywords is critical to outplay the competitors in your area, and get more traffic.
A primary step in building your SEO strategy is doing advanced keyword research. This will help you define the exact queries people type in their search bars, and offer them valuable answers. If you operate within a certain area, it makes more sense to put your real estate company on the map to help generate more qualified leads in the targeted locations.
The main issue agents face when trying to convert real estate leads is that the traffic is not getting where it has to go. It is randomly divided through the pages that can’t convert. Because of this, advanced real estate companies use tailored landing pages that are specifically crafted and structured to convince prospects to act.
Using landing pages let you access hot leads, and you need to act immediately, whether they have subscribed to your email or submitted a consultation request. HubSpot says having 10-15 custom landing pages boosts real estate leads conversion rate by 55%. Depending on your goal, landing pages can be created for various purposes.
For most people, a decision to buy real estate is not an easy one. Therefore, nurturing real estate leads takes time and effort. However, if you will be able to visually impress your potential customers, there is a higher chance of closing a deal. Visualization plays a crucial role in real estate sales. It is critical to only use pictures of the highest quality, and add more visual presentation while attracting customers.
One of the ways to catch attention and bring value to your prospect is to arm your website with 360-degree virtual tours. This modern functionality not only saves tons of time for agents and customers from remote locations but would be your distinctive advantage in times of quarantine. When your customers have already seen the estate in and out online, they might be more likely to make a certain choice or to proceed further with the buying process.
Apart from the efforts to get organic traffic to your site, it is more efficient to combine it with paid ads. The competition in the real estate market is fierce, and you need to use all the proven techniques to capture and convert real estate leads. The paid acquisition can serve as an additional source to convert real estate leads. Usually, targeted ads work when the prospect is already acquainted with your services and brand but needs more persuasion to take action.
Many companies make a mistake assuming that they will get a lead if a customer does a single interaction with their website. In fact, you have to remarket and retarget your offerings across all available channels to constantly remind your prospects about your existence. Retargeting can work worders when executed in the right way, and after nurturing your prospects for a while, you are likely to get an inquiry from a potential customer.
Business blogging is vastly underestimated as a means of inbound lead generation. Though, it is an excellent tool to generate organic traffic, increase brand awareness, and gain credibility from your real estate leads. Corporate blogging is a well-thought strategy that is backed up with research.
You can discover hidden insights of your audience, define their pain points, and outline what exactly they are searching for. And based on the data, create a valuable resource that will guide your prospects through their issues, while making you a reliable information source for them. If the users find your blogs resonating and helpful, they are very likely to take the next step, like giving their email or submitting a request.
Live chats & Chatbots
It’s no secret that most people now prefer texting over calling or meeting, especially when they are in the early stages of the buyer’s journey. Actually, 90% of real estate leads would choose to chat over calls. But even when a lead gets to your website, it may not immediately result in an inquiry or another type of conversion you wait for.
Alternatively, the best way to engage your potential customers is to implement a live chat or a chatbot on your website. While not everyone will be ready to submit, live text chats can help start the conversation, warming up your leads. Essentially, the chatbot should be automated and answer in a matter of seconds to ensure the best result.
Landing pages and blogs are not the only types of content that can help generate leads. Visual content can play it’s part, too. Successfully promoting your interactive content, like infographics, video guides, eBooks, and white papers can be an additional step closer to converting your real estate leads. When people plan to buy real estate, they will likely get educated well before getting into the process and ultimately making a deal.
So in terms of content marketing, focus on what your leads want to know. Are they interested in market and pricing shifts? Or housing trends for upcoming years? Or see price comparison in different locations? Don’t hesitate to invest in valuable, interactive content to educate and entertain potential customers, and make yourself stand out.
An old but gold way to get a better understanding of what is working, and what’s not, is to analyze your competitors’ strategy. Even beginner-level research will reveal which tools and features do they use on their site, how they do their advertising, and where they seem to be most successful to convert real estate leads.
How to develop a real estate website that will convert leads?
Without a doubt, a real estate website is a success-defining resource for your lead generation efforts. But to make the most out of it, your site has to be responsive, easy to use, technically reliable, and of high quality. Without these essential qualifications, you may lose leads. The unappealing design, complicated interface, technical errors, and other inconveniences quickly make users bounce and seek a better experience on your competitors’ platforms.
To develop a high-quality real estate website, you need a seasoned and reliable software development company. Investing in a reliable partner will result in a rewarding, long-lasting payoff.
Ultimately, developing your real estate website can become an immense source of traffic and high-quality lead generation. While old-fashioned outbound marketing can help, using digital and getting a real estate website will visibly enhance your sales efforts.