Login
iscover
The market is cooling, but agents still need to make a living. How can you maintain or even boost your productivity in this environment? First, you need to start getting more from your website.
You may have come to rely on property portals for most of your leads. As the market cools, the results you obtain from the portals may decrease. Meanwhile, you could end up spending more.
To maximise listings generation at a lower cost, consider whether you can get more from your website. The cost of producing leads via your own website can be just a fraction of what leads from portals end up costing.
It is no longer enough to leave your website untouched for several months at a time. Your website needs to be a live, real-time source of information for the market and a fountain of leads for your business.
Here’s an example. Many of our customers are getting excellent value from owner reports. Something similar may be available from other CRMs.
Owner reports are exclusive, real-time web pages for vendors that provide price feedback from buyers, buyer interest level, inspection results, and more.
Having this information available reduces your vendors’ stress levels and increases the sense of teamwork. You can show them the chart that compares what potential buyers have said they would be willing to spend to the actual listing price. That gets the owner on the team with you to set a new pricing strategy if necessary.
That’s just one example of how you can transform your website from a boring online brochure into a live, interactive, revenue-boosting asset.
What exactly do you want from your website?
You want it to turn visits into valuable leads. Listings-based websites are no longer fit for this purpose because most buyers and renters go to portals for listings. Listings discovery is no longer the purpose of your website.
Here are four more ways that you can adapt your website to the new reality:
- Include pop-ups to capture new activity immediately. Pop-ups have an average conversion rate of 12 per cent. Good pop-up campaigns can perform even better. The top 10 per cent of highest-performing pop-up campaigns convert 42 per cent of traffic into leads.
- Add forms that incentivise visitors with valuable information in exchange for their contact information. For example, you can empower visitors to check their home’s estimated value right from your home page. You could also provide valuable e-books, such as guides to selling and renting in your area.
- Ensure your CRM captures and tracks all the activity on your website. This invaluable data will inform your lead nurturing efforts. The hardest part of successfully nurturing leads is getting to know customers well enough to deliver relevant insights, offers, and communications. When your website and CRM work together, you will get a complete picture of users’ interactions with your agency. You will know your leads better and be able to convert them more successfully.
- Enable vendors and landlords to see how many potential buyers or tenants you already have in your database. Let’s say a vendor wants to sell a three-bedroom, two-bathroom house in your neighbourhood. Your website can give them live feedback, highlighting that you already have, let’s say, 20 buyers in your database looking for a home like theirs.
I have outlined here some of the ways you can get more value from your website in today’s cooling market. I sincerely hope you find this article helpful.
Joe Hanna is the managing director and chief executive of PropTech Group.
Newsletter
