There are about 2 million real estate agents in the United States.
The last ten years or so have been pretty good in most parts of the world.
But as with any industry, when things are good there is always more competition.
If you’re looking to gain marketshare with your real estate business a key component is your website.
Digital has obviously taken on the large share of the way home buyers access information.
When it comes to your website, there are some things you can change and tweak, without too much effort, to make yourself more appealing to potential clients.
1. Mobile-Friendly & Fast
We’ll skip through this one kind of fast. It’s probably out of your control depending on who made your website whether it’s a person or a theme you purchased or whatever.
Most themes you buy now are mobile-friendly. All I can say is to use it on your phone yourself. Or have your mom use the site on her phone. See what works and what’s confusing.
And when it comes to hosting you might be fine with some type of shared hosting, which is what most websites have. But if you notice that things are slow it’s worth looking into better options. They usually cost more, but people don’t have the patience for slow sites.
If you find other realtor sites that are fast ask them what hosting they have and make the switch.
2. Proper Flow Of Information
This is a big one that’s often overlooked.
I like to look at websites as online salespeople. They have to walk through the common sales process with visitors. The most common flaw is to ask for something way to early in the process.
Realtors are really good in person because they do it all the time. They would probably never ask a person for their email address one minute into a first conversation with them.
But on most websites there comes that popup asking for an email address within a few seconds of landing on the website for the first time…
The next time you meet with a potential client for the first time take time afterward to document the conversation. All the steps. All the questions you answered.
That’s the flow of information you need on your website.
3. FAQs & Step by Step
In general, most websites lack FAQ information. They lack information that walks a potential client through the process they can expect if they contact and work with the realtor or business.
Anytime you find yourself answering the same question over and over with clients it’s a sign that you should put the information on your website.
How does the open house process work?
How do we put in an offer?
How long does it take to hear back on an offer?
All that kind of stuff is asked by most clients. That’s a sign that people are looking for the information on your website.
4. Proper Flow Of Commitments
Commitment is a big thing in our lives. It’s the same on a website. People are going to be hesitant to contact you via your website if they’re not sure how much they’re committing to.
We mentioned emails earlier. They won’t just give you their email if they’re not sure what you’ll do with it. Will you send them daily newsletters? Will you just contact them to answer their questions?
If they contact you does it mean they have to work with you?
Put visitors at ease by making it clear what they can expect at each commitment level. If they’re just asking for more information then tell them that it’s all they’ll receive for now.
5. Speedy Replies
You’re probably busy. Meeting with clients. Open houses. All the requirements of your job.
But if at all possible have a process in place for replying quickly to those that contact you via your website. Within one business day if possible.
Set aside an hour a day to reply to inquiries. If possible, reply within an hour or so. You’ll stand out from other busy realtors that take days to get back to their website inquiries.
6. Proof
These are testimonials. Written is great. Paired with photos is great. More realtors are doing video testimonials. Those are great. I even like audio testimonials. People can listen while doing something else like clicking through the images of homes for sale listed on your site.
7. Fresh Content
We’ll end with a key one. Nobody likes going to a site and not being sure how up-to-date the information is.
For you this can mean keeping your website fresh with new listings. But it also means things like blog posts or videos or newsletters and that kind of thing. Answering questions people have about house buying. Providing information about the area that not everybody would know.
Aim for one piece of new content every week if possible. Everyday if you really want to stand out.
Conclusion
Most websites are pretty good these days. But a big item that is still lacking is the content. It’s often overlooked or rushed. But it’s probably even more important than a pretty design. Use the tips above to make sure your website and its content are working for you and not turning away potential clients.
