In real estate, we all know that the money is in the leads. But are you missing out on top-of-funnel leads because you don’t know how to drive traffic to your website? Your website is a huge asset and leads generator, and I can show you how to leverage it! In this article, I’ll discuss the top seven must-have features for realtor websites that actually convert, how to implement them, and tips for maximizing their impact.
1. IDX Search Capability
In my opinion, the first of the top must-have features for realtor websites is a really great IDX search capability. In our day-to-day lives, we see tons of websites that are just like, “Give me your information and I’ll get you what you want.” But the problem with that is that it doesn’t offer much value to the user, does it? And let’s be honest, it’s annoying.
When homebuyers come to your website and are presented with a pop-up that says, “Give me your phone number and email address and I’ll send you houses,” what do you think they’re going to do? They’re going to say, “Eh, I don’t think so.” They don’t want to give you their phone number. They don’t know you.
Now, when I worked with an IDX company, I had an epiphany—what if the IDX search wasn’t hidden? What if, instead, it was front and center on the homepage? Imagine having that search capability front and center on your homepage. What if instead of a pop-up, you invited your visitors to start searching right away?
By allowing them to search homes without the hassle of handing over their information first, you will instantly start generating leads. This simple shift can significantly increase your conversion rates. It’s a game changer.
2. Customizable Lead-Capturing Landing Pages
Landing pages are an essential element in converting leads and a must-have feature for real estate agents. These are the pages designed for a specific marketing campaign that allows you to send your leads to a page where they will receive something of value in exchange for their contact information.
Let’s say you’re running an ad on social media for a downloadable e-guide titled “Top 10 Mistakes First-Time Homebuyers Make.” When people click on your ad, you can send them to a landing page where they can enter their email address and get the guide right away. That’s a hot lead! But without a landing page, you’d have nowhere to send them.
But it’s not just about having landing pages; it’s about optimizing them for conversion. Ensure they’re visually appealing, provide a clear call to action (CTA), and highlight the value of what you’re offering. Consider using A/B testing to refine these pages and maximize conversion rates.
3. Neighborhood Guides
Another one of the essential features for realtor websites is having neighborhood guides. But wait! Don’t just slap a guide up on your website and call it a day. To truly harness the power of neighborhood guides, you need to get strategic about your approach.
Start by doing your keyword research to understand what potential buyers are searching for. Are they looking for information on local schools? Restaurant recommendations? Or maybe neighborhood crime rates? Once you have a list of topics that interest your target audience, create detailed, SEO-optimized guides for each one.
But wait, there’s more! Don’t just stop at writing the guides. Promote them on your social media channels, include them in your email marketing campaigns, and even print them out as part of your direct mail strategy. The more people who see your guides, the more traffic you’ll drive to your website.
4. School Ratings
For families moving to a new area, the quality of local schools can be a top priority. Integrating school ratings into your real estate website is another great way to provide value to your visitors and demonstrate your local expertise.
For example, imagine a family considering a move to a new neighborhood. They’re particularly interested in the local schools and want to know how the schools in your area are rated. By including school ratings on your website, you can provide them with the information they need to make an informed decision.
But don’t just stop at including the ratings. Expand on this feature by offering additional school-related resources. Create guides to the best schools in your area, provide tips for getting into top-rated schools, or even host webinars with local education experts. By going above and beyond, you’ll further establish yourself as a trusted resource in your community.
5. Robust Original Blogging
Are you tired of blogging on the same old boring topics? You know the ones—the “5 Things to Do Before Buying a Home” or the “Top 10 Ways to Increase Your Home’s Value.” Yeah, those have their place, but if you want to get your writing in front of your target audience, you’ve got to get creative with your blog content. Stand out from the crowd!
Try creating highly shareable content that’s not just helpful but also fun to read. Think about topics that are unique to your personality and brand. Are you a dog lover? Write a guide on the best neighborhoods for dog owners, complete with tips on finding pet-friendly apartments. Are you a foodie? Create a roundup of the best local restaurants in your area. You can also create infographics, videos, and podcasts as well.
But here’s the thing: You need to put your content in front of your readers. Use social media, email marketing, and SEO to get your content seen. By creating engaging, shareable content, you’ll drive traffic to your website, establish yourself as an industry expert, and, most importantly, connect with leads who are ready to buy and sell.
6. Varied Contact and Lead Capture Options
When it comes to generating leads online, having a variety of contact and lead capture options is crucial. This is one of the most important features for realtor websites. People have different preferences, and by offering multiple ways for your visitors to get in touch with you, you’ll cater to those preferences and maximize your chances of converting leads into clients.
Start by making your phone number and email address prominent on every page of your website. Make it easy for potential clients to contact you directly with just one click. Next, implement contact forms on key pages, such as property listings and landing pages, to capture leads who may be hesitant to reach out without additional incentive.
But don’t stop there! Explore adding a chatbot to your website for real-time communication. Chatbots can answer common questions, qualify leads, and even schedule appointments with you directly. This feature allows you to engage with visitors 24/7, even when you’re not online. By diversifying your contact and lead capture options, you’ll create a seamless experience for your visitors and increase the likelihood of converting leads into clients.
7. Client Reviews and Testimonials
In today’s digital age, consumers trust online reviews just as much as personal recommendations. This is why featuring client reviews and testimonials on your website is an essential must-have feature for realtor websites. By showcasing positive experiences from past clients, you’ll build trust and credibility with potential clients.
Start by strategically placing reviews on key pages of your website, such as the homepage and landing pages. Create a dedicated testimonial page where visitors can read detailed reviews. But don’t just rely on written testimonials—consider using video reviews for a more personal touch.
Another great strategy is to integrate your website with review platforms like Zillow or Yelp. This allows potential clients to see a comprehensive view of your client feedback in one place. By actively promoting and managing your reviews, you’ll show prospective clients that you’re committed to providing exceptional service.
Final Thoughts
By implementing these top must-have features for realtor websites, you can create a platform that not only looks great but also effectively generates and converts leads. From IDX search capabilities and customizable landing pages to neighborhood guides and school ratings, each feature plays a vital role in enhancing your website’s performance.
As you continue to refine your website and explore new strategies for driving traffic and generating leads, remember that your website is a living, breathing asset for your business. Stay flexible, stay innovative, and always be open to trying new things. With the right approach, your website can be a powerful tool for success in the real estate industry.
And there you have it, your roadmap to success in the online real estate world. With these strategies and a bit of creativity, you can take your online game to the next level. Here’s to your success in the real estate digital space!
