A website’s primary purpose is to draw potential customers’ attention. However, doing that successfully is only half the battle won; to fully succeed, the passive visitor has to be converted into an engaged customer. If you’re into the real estate business and wondering how to attract more traffic to your website and convert them into loyal customers, keep reading, as we have listed 7 effective ways that can help you increase the conversion rate of your business. In this blog, you will know how to Convert Website Visitors. Let’s get started.
7 Effective Ways to Convert Website Visitors of Your Real Estate Business
1. Make sure your website has a user-friendly, easy-to-navigate interface.
As they say, ‘less is more’ – today, simplicity is valued more than anything else. The same should be the case with your website. From the search functionality to the CTAs, from the design to the process of scheduling a site visit – everything should be easy, simple and to the point. This will undoubtedly increase your chances of lead conversion. Believe it or not, most visitors abandon a website due to its complex interface. Besides, most individuals these days use a smartphone to find relevant information related to buying, selling or renting a house, property or office space.
Therefore, your business’s website should not only be easy to navigate but also get along well with mobile phones. This should not be a big deal as, thanks to technological advancements, you can ensure that your website is compatible with all devices, viz., phones, tabs and computers. Take the example of Commonfloor.com, a popular real estate platform in India. Their portal is user-friendly and works well with mobile phones, increasing relevant traffic and, eventually, conversions.
2. Make the most of Artificial Intelligence.
Your visitors may comprise individuals from different parts of the city, state or even country. You can enhance their experience by allowing them to visit the site virtually from the comfort of their respective abodes. And 360° virtual tours facilitate a better understanding of the property’s dynamics and help decide whether it would fulfil their requirements. Homebazaar.com, for example, offers an interactive 360° Streetview feature through which you can check the surrounding area of any property, thereby getting a hang and feel of the place.
Moreover, you can also connect with their agents, giving you a tour of the desired property over a video call. Another effective way can be to introduce chatbots that can guarantee your customers a hassle-free experience with their 24*7*365 support services. This could be in the form of a widget on the homepage where visitors can seek quick assistance any time of the day. Try leveraging on this one, as this is yet to be monetised by even the most popular realtors today.
3. Adding high-quality videos and images.
Visual aesthetics play a vital role in today’s modern digital era. People tend to get more attracted towards visually appealing things. Needless to say, adding good-quality images of real estate properties can be a great idea mainly because a visitor is more likely to click subconsciously on something that catches his eye instantly.
Similarly, adding a video of the property adds a personal touch, thereby influencing the investment decision of the visitor significantly. Videos can be a game changer as all the attractive features of the property can be highlighted and presented interestingly compared to a lot of tedious and intimidating text. You can hire an expert videographer in-house or outsource it to a real estate professional or at least possess some industry experience.
4. Adding testimonials of your happy customers and your accolades would instil trust.
The decision to invest in a property is a big deal. It is a decision that one takes after thorough research and meticulous planning. And people tend to lack faith in real estate websites, as there have been multiple instances of people being misled by greedy agents. Thus, gaining visitors’ trust in this highly competitive and sensitive industry can be challenging. However, adding testimonials by your happy customers can work as a digital ‘word of mouth’ principle that always works.
For instance, 99acres.com, a leading real estate website in India, has introduced an entire section of testimonials where you can read the experience of their satisfied buyers, tenants, owners and dealers. In addition, make sure to highlight all those awards, accolades and ratings that you have earned during your business. This will further add credibility, instil trust among the visitors and increase your conversion rate.
5. Build a robust database and optimise CRM platforms.
You need to create an extensive database of your potential leads. This can be done in several ways. One is, of course, the real-time chat widget which we discussed earlier. Another could be making your visitors subscribe to your updates or newsletters. This is, again, a great idea as you can impart knowledge to your visitors about what’s happening in the real estate space and share other good-quality content that would be helpful to them.
Also, adding a minimal contact form at the right place can do the needful. Try not to bombard your homepage with a multi-field form; instead, add it when the visitor is done looking at the property and is interested in taking the engagement forward. And keep it simple – just an email id or contact number would work! After you collect all this data, export it to your CRM platform so that they can fit it into your sales funnel and leverage it.
6. Monitor your analytics to see what’s working and what’s not.
To get an accurate picture of your website and analyse whether it is performing, you need to constantly monitor the number of convert website visitors, conversion rate (against the industry standards) and bounce rate. A conversion may be termed as successful when the visitor takes some sort of action on the website, like maybe leaving their contact details or responding to the chatbot.
In other words, the conversion rate is the rate at which a visitor becomes a lead. On the other hand, if the visitor checks your website out but leaves immediately without taking any action is what is known as the bounce rate. You must also measure these rates with industry standards to know the actual position of your real estate portal against other similar portals. Apart from these, you may also deploy other methods like A/B testing to assess the website’s performance, increase leads and decrease the bounce rate.
7. Providing value to your visitors with the help of knowledge resources.
Today, a website is no longer a mere online presence of a business – it has so much more to it. It is a place where you can demonstrate your expertise in the industry by introducing a section of relevant resources like blogs, tips and videos. It’s not difficult to understand why – these resources are SEO-driven, bringing in more traffic and increasing chances of converting it into leads. Your visitors may not be looking for only a real estate agent, but they may have several other doubts, as investing in a property is not a cakewalk.
Your resource material can be a chance for a visitor to start a conversation and get in touch with you. Many leading real estate developers like housing, homebazaar and magicbricks have leveraged this. They have separate pages dedicated to such resources. The resource material should also be categorised so that it caters to all types of audiences – home buyers, sellers, tenants and dealers. This will enhance their experience, and your website will be their go-to if they need to know anything about real estate.
Your website is more like an epicentre of digital marketing. It not only connects you with your prospective customers but also helps build a database of potential leads. If done right, it can bring in several visitors who are willing to become customers. However, your website may get heavy traffic – organic, social, referral, direct or paid – but getting that alone is not enough. The key is to get quality traffic that is further turned into an engaged audience. Getting traffic is easy today but what is challenging is turning them into customers.
Having said that, the aforementioned ideas would certainly boost your customer engagement. Moreover, suppose you are a newbie in the world of real estate or even an established veteran who is lost and wondering how to increase your lead conversion. In that case, you can count on Companies like Expand My Business which can be helpful with its verified partner agencies, end-to-end delivery management, and milestones-based Escrow Payment Solutions.
Some common ways to convert website visitors into customers include offering incentives, providing social proof, optimising the website for user experience, using targeted and personalised messaging, providing clear and visible calls to action, and retargeting visitors with ads.
Offering incentives such as discounts or free trials can help entice website visitors to make a purchase or take a desired action. This can be especially effective for first-time visitors who may need an extra push to make a purchase.
Retargeting involves showing ads to people who have previously visited a website or taken a specific action, such as adding a product to their cart. This can help keep the website or product top of mind for potential customers and increase the chances of them completing a purchase.