How Websites Can Generate Leads for Realtors?
When it comes to real estate marketing, many real estate agents have been misled by marketing agencies promising leads through attractive websites. After investing in these services, agents often feel frustrated because they don’t see any actual leads. The website may look beautiful, but it essentially becomes just a brochure rather than a lead-generating machine. When agents inquire about this with the providers, they are often upsold on additional services like SEO, Google Ads, or content writing.
Real estate marketing is particularly challenging, especially when it comes to generating leads. Unlike selling products in a boutique, where you can simply display items and expect inquiries, real estate agents themselves are the product. It’s not just about appearances, which many agents mistakenly focus on.
Here are effective strategies we’ve learned over the past five years on how websites can generate leads for realtors:
1. Define Your Target Audience: Most realtors act as generalists, trying to cater to every client. However, it’s essential to recognize the different types of real estate clients, such as first-time homebuyers, upsizers, downsizers, residential home sellers, luxury home sellers, and commercial land buyers and sellers. Determine which group you want to serve and refine your skills to meet their needs. It may feel intimidating, but remember that specialists in any field tend to earn more.
2. Develop a System That Reflects Your Services: Your website should clearly communicate what you offer. While it’s impressive to showcase how many houses you’ve sold, homeowners are primarily concerned with how you can address their needs. For example, if your focus is on residential home sellers, demonstrate your skill in selling, your extensive network, and your expertise in marketing. Use sold properties as supporting evidence rather than the main focus of your services.
3. Create a Funnel Form: Many real estate agent websites simply display listings, which isn’t the most effective strategy. This approach works well for brokerages but not for individual agents. Potential clients typically won’t provide their information just to view listings. Instead, use a funnel form that encourages visitors to share their information willingly by answering questions related to their needs or problems.
4. Local and Market Content: Your website should feature ample content, such as blogs or updates about local news and market trends. This will help establish trust with visitors, showing them that you’re genuinely interested in guiding them rather than merely trying to capture their information.
5. Local SEO: Ensure that your website appears in search results on Google and other search engines. This visibility will enhance your credibility as a trusted agent.
6. Search Engine Marketing: As an agent, you should invest in Search Engine Marketing, such as Google Ads. This approach helps maintain online visibility. When the market is slow, SEO is great; however, when the market heats up, you must capture leads quickly, making SEM an effective option.
These six strategies are the best ways to ensure your website generates real estate leads.
If you need help improving your website, Meredith Marketing Solutions is here to assist you. Take advantage of our one-hour free marketing consultation, where we will help you audit your marketing strategy.
Sample Real Estate Website: Eric Meredith
