Websites are an integral part of real estate – a poor site can cost you clients.
A website is an invaluable part of any real estate agent’s marketing strategy. It’s where people can find your most important information, including who you are, which communities you serve, your current listings and how they can contact you.
It makes sense that agents are investing more time on their online presence due to the growing importance of digital marketing. If your website is difficult to navigate and unattractive, it won’t result in qualified leads. A cluttered website can hurt your business and negatively impact your brand. These are the three biggest mistakes that real estate agents make when creating their websites, and how to avoid them.
The 2017 National Association of REALTORS(r) Profile of Home Buyers & Sellers, shows that over half of home buyers found their home online. This compares to 30% who were referred to an agent to find their property. Real estate agents must embrace digital technology and work with it to succeed in this changing industry. Potential clients won’t be able to find your listings if they can’t find your site easily. This is where SEO, a major component of digital marketing, comes into play.
After finding your site, potential clients will not stay there if it’s difficult to navigate. Users want to be able to find what they are looking for quickly and easily. Your website can feel overwhelming if it has too many text elements without headers, and too many tabs can lead to confusion. Both missteps can lead to frustration, and most likely a missed opportunity. It’s important to invest in a website that’s clear, visually appealing, and intuitive.
Design and accessibility are important, but they won’t get you very far without good content. Presenting information in an appealing way is just the beginning – the type and quality of content matters. Clear and valuable data is essential if you want to instill confidence in clients and potential clients.
It’s important to understand your audience when choosing which information to include. For example, when targeting millennials you should include photos and detailed information about the property. If you work with an older audience, it’s a good idea to spend time bringing attention to your contact information, and consider including virtual tours. Know your market and deliver – agents that demonstrate value through their website will garner confidence, and be more likely to get business and referrals.
Paying little attention
According to Real Estate Agent U, 62% of agents spend at least one hour a day on marketing and advertising. 60% prospect for leads daily – and more than a quarter spend several hours each day.
These numbers tell us that most agents are aware of the importance of establishing a reputation and increasing visibility. Unfortunately, not as many accept the time and attention a website requires, misinterpreting it as a permanent, unchanging thing. A website should be seen as an evolving product that needs to be constantly updated with new information. It should work with your marketing efforts to support your business.
Even with an already strong website, working with a digital agency that focuses on real estate marketing strategies can help you generate leads. With their help, you can instead focus your time on closing sales and taking care of your clients.