Increasing the traffic to your real estate website is great, but the better traffic doesn’t always come with more conversions and better revenue.
The significant part of your success in closing real estate deals depends on how efficient you are in attracting the right clients.The significant part of your success in closing real estate deals depends on how efficient you are in attracting the right clients.Click To Tweet
However, there are a lot of other things you can do to optimize your webpages for more conversions, once your potential clients enter your virtual doorstep.
Here are the ten most important tips that you can use to get more real estate website conversions.
1. Avoid Clutter
For boosting the conversion rates, your website and your landing pages need to be simple for your target customers to use.
There shouldn’t be any “cognitive load” on the webpage when they open it – any extra photos, buttons, or icons that can make them feel overwhelmed with information or confused with the actions they need to take to get the value they came after.
Try to cut all the clutter, and opt for minimalistic content that brings real value to your potential clients. By eliminating everything non-essential, and making your page clear, your customers will be able to focus only on what’s relevant – information they need and your call to action.
2. Use eye-catching photos
When it comes to real-estate business, the quality of the photographs you use is essential.
However, many companies don’t realize the importance of professional media representations of every property you’re offering.
Ensure your property page includes high-quality images of all the rooms of the property. Take extra effort in making the rooms look cozy and inviting, so consider adding additional pillows and decorations for the photo session.
Include the photos of the eating area and the kitchen, trying to convey an inviting atmosphere.
For even better conversions, use videos to walk your customers through the property, and show them all its hidden corners!
If you have category pages listing all of the properties that your company is offering, pay special attention to the photo that you will use to illustrate it.
Your customers will often land on a category page from the search engine, and if the image they find is dull and boring, they are the most likely to churn and leave you for your competitor.
3. Focus on the UX
When optimizing your website for conversions, make sure you focus on the user experience of your potential visitors. The key is in trying to reduce the required amount of user’s effort to the minimum.
First of all, it’s a good idea to reduce their need for typing. A website that won’t give important details to users before they enter their email address or that requires too many details for signing up/in will most likely be abandoned for competitors.
It is also a good idea to replace the standard search with an advanced one. A standard search will leave your potential clients feeling disappointed as if the query didn’t provide them with the optimal results. On the other hand, the advanced search will help them get information that they came for quickly and easily by filtering their results right away. This will improve their user experience, so your website will see fewer bounces, and the conversion rates will increase.
4. Add social proof
You can increase your conversion rate by showing your potential customers that other people are interested in your offer, or that they are even booking, renting, or making their purchase while they are browsing.
If another potential customer is checking out your property, and the names of people who’ve just used your services keep popping up on their screen, it will the social proof that will point your prospect towards closing the deal.
You can also use this technique to show your website visitors just how many people have taken some other desired action on your website and boost their motivation to do the same.
If you want to try to increase your conversions using the power of social proof, you can use a reliable CRO tool, and see the benefits firsthand.
5. Align call-to-action with keywords
Optimizing your website for search engines is a vital step to improve your conversions.
SEO is a complicated matter, that takes time, and expert skills, but can give some fascinating results. In addition to bringing you more traffic, and potentially more conversions, it can help you build your reputation and establish your brand on the real-estate market.
For bringing more conversions, you need to ensure that the information and CTAs you provide on your pages are well aligned with the search intent of your users and that you deliver the promise you made when they found your link in the queries.
For the sake of clarity – a potential client searching for an apartment to rent won’t be happy if the search result takes them to the latest house for sale offers. They’ll churn, and they’ll most likely never return.
6. Make it faster!
An average internet user doesn’t want to wait longer than 3 seconds for the website to load, and for every second added, the bounce rate increases – a 1-second delay costs you 16% in terms of customer satisfaction, and 11% in terms of traffic you will lose.
Your website loading speed also influences your search rankings, as it directly affects the users’
While a 1 to 3 seconds delay has a very low bounce rate probability of only 32%, each added second triples the odds that your users will bounce. And the higher the bounce rate, the lower the conversions.
There are some free tools that you can use, such as Google Speed Test or GTMetrics, to check the loading speed and determine how to make your webpages load faster.
To make your website faster, you can try to:
- optimize the images on your webpages,
- enable caching on your website,
- enable compression,
- use a CDN (content delivery network)
- avoid uploading videos to your website, link them instead.
7. Improve your customer service
One of the great ways to improve your conversion rates is by being available to your potential clients whenever they need information, which means 24/7/365.
It’s possible to achieve this goal by making use of the latest technology improvements, such as AI-powered chatbots, trained to answer your most common user queries.
Chatbots are now able to give an immediate response to your website visitors. They can successfully resolve 80% of issues boosting both their satisfaction with the service you provide and your conversion rate.
The blog is one of the essential pages that your real-estate website needs so that you can increase the number of conversions.
Blogging is a great way to publish unique and fresh and content and attract quality leads. If you have a blog on your website, you can post high-quality, well-tailored, and search engine optimized content consistently and regularly.
You should also make your blog locally relevant so that it attracts the right clients doing local searches and address their informational needs.
If you lack ideas for your real-estate blog, here are a few ideas to start with:
- Make a list of ten most beautiful houses on the market.
- Review the best restaurants for a romantic dinner.
- Post about all the parks in the area and what each one of them offers.
- Thank your favorite clients and say what they helped you learn.
- Write the list of the best real estate apps your potential clients could use.
- Publish the list of schools in your area.
- Write about sports or community events.
If you approach blogging with the professionalism it deserves, it will keep your website visitors engaged with your company longer, and establish yourself as a credible source of information in the real estate industry.
They are more likely to convert and become your subscribers, and when the time is right, they are more likely to become your customers too.
9. Optimize for mobile
If you want more conversions, your website and all the content you publish need to be optimized to display well on various devices, such as smartphones and tablets.
Research shows that 72% of real estate buyers use their mobile phones to search for their new properties, and the similar applies to rentals. A website that is not mobile-friendly will make your potential customers bounce, and will be penalized by search engines as well, decreasing your rankings in searches.
10. Know your audience
All of the previous tips will help you with the number of conversions, but they will give the best results if you’ve attracted the right audience.
Your digital marketing campaign, website, and your SEO efforts should be tailored to fit the needs of your target customers, addressing the right demographics, and the right geography as well.
The people who visit your website should be interested in the real estate services you offer, in the area you’re providing them so that they can convert into your customers.
Pay special attention to geo-targeting and remarketing so that you attract more of the quality audience to your website.
By using the tips above, not only your conversion rates will grow, but so will your reputation.
Getting people to your website is a daunting task. Keeping them on your website is harder and getting them to convert is an artform.
Make sure that you are following the 10 tips outlined in this post at a minimum.
Do yourself a favor and take a few minutes to think about what it is that you want your website visitors to do. If you don’t know what you want them to do, they probably won’t figure it out for you.