The best agents are always looking for new tools for the website of their real estate agency, which contribute to the creation of added value for buyers and sellers in terms of services offered and ease of navigation, but understand which pages of the website of a ‘ real estate agencies need to increase the ability to generate greater value for users, it can be a difficult goal to achieve, but extremely useful.
Now, don’t think that every page of a real estate agency’s website should have the purpose of converting your visitors, some may simply be a collection of content and information that tells your story and increases your notoriety in the local real estate market. These strategies to improve the website of your agency are based on building user trust, and it is precisely from the trust that a relationship can be established that determines the effectiveness of the entire website.
Are you meeting the needs of your leads?
This is the first question you need to ask yourself about any real estate agency’s website. It is useless to start marketing actions towards your leads, even if you have in mind what you want to achieve, what you want to sell and what messages you want to convey, without being sure that what you want corresponds to what your users want.
Whether it’s a property listing, an article on your website, or an email to send, the message will only impact your audience if it meets their needs; if you are communicating with it but fail to meet its needs, you are just wasting your time. So the first thing to understand is what your leads are looking for and what they want you to do to help them.
Let’s look at some practical examples and consider some pages of a real estate agency website so that you can understand what we are talking about.
The page dedicated to property search
This is a priority for a real estate agency website, but are you sure you know what information your visitors want from you? Nowadays, the usual information on the number of bedrooms and bathrooms is no longer enough, but many more are needed on the local territory, the neighbourhood, the schools and so on. We are talking about open data.
We assume that you have an active and up-to-date blog, but not that this does the job a blog should do, which is to be a resource for your online visitors, where you can collect guides on “how to…” Blogs can also be an excellent channel to drive traffic from your personal social media profiles or rather from the social pages of your real estate agencies directly to your website, so make sure that users can be redirected.
The registration form
A page that makes it possible for a visitor to subscribe to your website, in order to receive updates by sending a periodic newsletter, should be a tool present on the website of any real estate agency. The page must have an easy-to-fill-in form, which allows the agent to obtain the user’s name and email and, most importantly, this form will ultimately be the one that will allow them to send information and updates on the properties to potential buyers and get them back to your site. Our advice is therefore to make this form particularly impactful for users, trying to indulge yourself to make it as captivating as possible, however within the limit of sobriety.
Your presentation on the About Us page
Most of the time the second most visited page on a real estate agency website, after the Home Page, is the About Us page, where you can showcase your best qualities, and answer the implicit question that each user is. He asks once he lands on your website: “what can this agent do for me? “.
Make sure your About Us page has calls-to-action (CTAs) such as:
– Request for a telephone number;
– request for the email address;
– form to contact you.
A good idea is also to add some images of yourself and your team, to give users the feeling of having a conversation, albeit virtual, with a person and not with a car (or do you think that in the future the figure of the real estate agent will be replaced by algorithms?).
Get valuable information on your website
There are many tools (eg. Google Analytics) that allow you to keep yourself constantly updated and receive a variety of information about what users visit when they are on the website of your real estate agency. These tools allow you to control which pages and what content users have visited, which pages are most popular, which pages they “landed on” when they reached your website, the time spent on each one, the last pages they visited before leaving. The website and many other very precious metrics.
This information can truly be a boon to building your future real estate web marketing strategies. If you’ve been busy creating content to keep your website alive so far and find that visits are very low, it’s probably time to move on to something else, perhaps more interesting to your leads.
Find out which pages have the highest “Bounce Rate”, because these are the pages your contacts visit right before they leave your site and may contain clues as to why your contacts are leaving. Analyze the content of these pages and try to understand what it is doing by pushing users to abandon the navigation.
Some reasons could be the insufficient length of the content, or that you have not provided the information they expected from that page, or that you do not encourage the user to visit other pages of the website: for example, if you have published a very interesting article that attracted many new visitors, are you sure it’s easy for them to reach your property page from the article page?
Something as trivial as inserting the link to the properties for sale page at the end or near the end of your article is actually a very effective technique; or you can invite your users to visit your properties page by clicking on “linked” buttons, pointing to a call-to-action that encourages visitors.
Follow the competitors
Can’t understand what kind of content is the most interesting for your contacts? The fate of benchmarking on your competitors, subscribe to their newsletter and studied their websites. Knowing what your competition is doing is a great way to first understand what could be improved, but also what the strengths of your offer are. Do they have an interesting blog? Do they offer better filter options for property search? What content do they deal with on their sites?
For example, if you subscribe to their newsletters and find that they are not responsive, i.e. not optimized for mobile devices, you can make yours fully optimized and generate a competitive advantage over other real estate agents. In fact, all contacts that you have in common with your competitors and who view their emails mainly by phone will focus more on your emails than those of your competitors.
Try something new
The information you get from the performance analysis of your website and that deriving from the “study” of the competition will be sufficient to find out what your contacts really want, and also what they do when they browse the website of your real estate agency. What they can’t understand, however, is the content they would like to see, or the tools and features that would improve their experience – in this case, a survey would undoubtedly be more effective.
But an even more effective method, capable of giving you answers in a short time to these questions, is to create new content: the beautiful thing about the digital world is that you can quickly make changes to the contents and analyze the results with your tools. Analyses. Is the new content driving traffic? Are you getting more new sessions? Is the change having a positive effect on the navigation of your website? Is it directing users to your properties for sale page or is it having the opposite effect?
Testing is a great way to redefine the performance of your website and your marketing communications to ensure your contacts have the best possible experience but to do this you need to be patient. Optimizing the website of a real estate agency through these tests is a difficult task because it is necessary to test every element, and it is necessary to wait for your users to have submitted, in large enough numbers and without their knowledge, to this test.
Adding value to a real estate agency’s website is an ongoing and almost endless process. You know well that a website will never be finished permanently, there will always be new tools and applications that can be integrated to increase the value of the site and with it your traffic, and at the same time improve your ability to give your online contacts what they are looking for.
A well designed and built website will give you the opportunity to create dynamic pages to generate new leads, to offer them value and to ultimately become the resource that consumers are looking for when preparing to buy, sell or rent a property.