6 Simple Tweaks To Turn Your Real Estate Website Into An Ultra-Optimized Lead Generator
I see it all the time…
Investors and agents pay some fancy marketing firm a boat load of money to design a beautiful, modern website they can proudly show off to the world.
The site is clean and simple with lots of “white space,” tasteful graphics and all the latest CSS tricks.
And then these proud new website owners send traffic to those gorgeous sites, expecting their Google Analytics accounts to blow up with lead conversions…
Lots of expensive PPC traffic later, they determine those fancy new websites are good for design awards…
But terrible for generating leads.
THAT is the biggest mistake most real estate investors and agents are making online today.
Now, in a moment, I’m going to show you exactly how to turn that around — how to transform any website into a lead generation juggernaut.
But before I do that, let me quickly share with you the other HUGE mistake real estate entrepreneurs are making online every day:
These are the sites built by entrepreneurs on the other side of the spectrum who think they’re going to save money by developing a website in-house using Wix, Squarespace, WordPress, etc…
…And while they can often get the job done for a couple hundred dollars…
They get the same result as the “pretty website” crowd — far too few online leads.
So guess how much money those websites actually cost the “low budget” folks?
Tens of thousands of dollars — every single month, in lost revenues.
Seriously — that’s a 6-figures per year mistake.
And I’m going to show you how to avoid it.
No matter the current state of your website, if you incorporate the 6 optimizations detailed below, which are based on literally hundreds of split tests and millions of website visits…
I promise you’re going to convert a higher percentage of visitors into qualified leads…
…And close more deals.
So let’s get to it.
1. One Call To Action
In split test after split test, web pages that contain only a single call to action ALWAYS outperformed those pages with multiple calls to action.
Because more than one option confuses people.
Every web page should have an overarching objective, and the call to action should obviously be consistent with that objective.
In the case of generating qualified leads, you want to use an opt-in (lead capture) box as the only call to action.
2. Simple Opt-In Box With These Fields
With opt-in boxes, you have to strike a balance…
Use too many fields, and you’ll suppress conversions.
Use too few fields, you’ll produce the best opt-in rate, but the quality of your leads will be reduced.
Here’s what we’ve found, again through hundreds of tests, to be optimal for real estate professionals (in the order shown below):
1. Property Address
2. Phone Number (optional)
3. Email Address
Why these fields in this order?
Because this is the fewest number of fields that will produce a high-quality lead, and we want to lead off with a low-commitment data point.
If you start off by asking for phone number, as I’ve seen many folks do, you’ll greatly reduce opt-ins compared to leading with property address because it’s too high of a commitment on the first request.
Stick to this convention, and you’ll strike the ideal balance between conversion rate and lead quality.
3. Use An Arrow On Desktop
This will seem nit-picky, but again, too many split tests have confirmed it to ignore this particular conversion booster…
On desktops (not mobile devices), include an arrow in your design that points to the opt-in box, as shown above.
Why does this boost conversions?
Because it points the visitors attention to the call to action. Simple as that.
Why does it NOT work on mobile devices? Because the dramatically reduced screen size re-orders the arrow to an inappropriate location, where it is no longer drawing attention to the opt-in form.
4. Benefit-Driven Button Text
Of all the conversion rate optimization tweaks tested, this one had the most dramatic effect.
In one test, simply changing the text on the opt-in form button from “Submit” to “Get My Fair Cash Offer,” lifted conversions 123% (1.54% of visitors to 3.44%)!
That’s a dramatic improvement simply by changing 5 words…
The takeaway: ALWAYS use benefit-driven copy on the submit button of the opt-in form.
5. Localize Your Content To Your Audience
This seems like common sense, but it’s surprisingly often overlooked.
If you’re an investor or agent in Binghamton, New York, then include that in your headlines.
“Sell Your House Fast In Binghamton, NY.”
Think about it…
How does a motivated seller (or buyer) search for buyers (or sellers)?
They go to Google and type: “sell my house fast in Binghamton, NY”
If your website is SEO friendly with localized content, then the likelihood that it ranks on page one for searches like the one above will be much greater.
Secondly, content that is more relevant to visitors will produce higher response rates, other things constant.
6. Mobile Optimized
Again, this is fundamental, but often passed over.
You will dramatically sacrifice conversions if your site is not mobile optimized.
Notice I did not say “mobile responsive.”
Virtually all modern websites are mobile responsive (meaning that the content is re-ordered to fit diminishing screen sizes), but much fewer are mobile optimized.
A site that is optimized for a mobile device will approximate the conversion rates (the percentage of visitors who become a lead or customer) of its desktop counterpart.
This includes, for example, having the call to action above the fold so that one doesn’t have to scroll down to see it.
But it also includes such things as ensuring that buttons take up the entire width of the mobile screen, which countless split tests have confirmed to be optimal for CRO, etc.