Your website isn't Zillow or Realtor.com, it's a sales funnel.
The fact of the matter is, most real estate agents will stress over their website and their website will bring in next to no business. The Pareto Principle holds true in real estate as well...
20% of what you do will yield 80% of your results. That's why Keller Williams recommends lead generating every morning for 2-hours. The rest of the 80% is most likely spent showing properties, going on appointments, performing administrative tasks, or... stressing over your website.
Today, we are going to take a look at different things you can do to take advantage of the traffic your website receives and ultimately, make your website more purposeful for generating 20% of your results.
First things first, you need a website. To start off you just need something to host information about you or your company. As you start to build your website out and generate traffic it will become increasingly more important to establish a strong sales funnel.
Let's dissect a couple examples:
The example above is Slack's homepage. Right off the bat, we can tell that Slack is some sort of work productivity application because of their tagline "Where Work Happens." Following their tagline, we learn more about how Slack can support all of our different work-related initiatives. They even provide a variety of examples to show off their flexibility. To the left of the text, is an image of employees working on a board of what could be grayed out text boxes and graphs. From all of this information, we can safely assume this program is a communication and productivity application.
Slack's homepage is great because it provides a general idea of what they do and it is easily understood by new and returning visitors but the most important part of the web page is the call to action (CTA).
Notice how the call to action's color sticks out from the rest of the homepage and provides a clear next step for anyone interested in learning more about their platform. This is an AWESOME example of a homepage.
Next, we will examine SalesForce's homepage:
Salesforce chooses to use a much larger and visually enhanced homepage, however, the sales funnel is all the same.
On the right-hand side, we see a computer monitor with graphs and analytics. The headline at the top of the homepage reads "Sell, service, and market smarter with the world's #1 CRM platform." Combining these two elements allows us to infer that with Salesforce we can work navigate prospect and work transactions better. Similar to how hiking through trails and climbing mountains is much easier with a map.
In this case, Salesforce has 2 CTA's. One button that reads "Watch Demo" to provide more information but it is far less noticeable than the "Try For Free" button. This is an important aspect because your attention is drawn to the "Try For Free" button because of the way it contrasts with the blue background. Even with the presence of two calls to action, we can still infer which button Salesforce wants us to click.
How does this apply to a real estate agent's website?
As this blog post's headline reads: You are not Zillow nor Realtor.com. You are a real estate agent with the intent of capturing your lead's contact information.
If the main call to action on your website is for visitors to search for properties then you are telling visitors to search for properties. Instead, more optimized sales funnels will tell visitors why they should choose you to represent them and have a call to action to capture their information.
What it comes down to is creating compelling visuals, great copywriting, subtle yet powerful sales funnel, and an enticing call to action.
This alone will increase your chances of capturing leads from your website. The next step is to increase traffic and your overall visitor count.