3 Tips to Build a Real Estate Website That Gets Results
A website is the most important asset any business can have in today’s world. Websites generate leads and automate several important aspects of marketing.
Once you build enough websites, it seems easy to work with any client. In a sense, it is. However, as a designer, it’s your responsibility to ensure the websites you build work for your clients.
Sometimes popular website features don’t work well for certain industries and you’ll need to know more about the industry before you start building. Real estate is one of those industries.
Knowing what your real estate clients need will prevent you from becoming a red flag for clients. Clients read articles on signs to avoid in a website developer; you need to make sure you’re not part of that list.
If you want to build an effective website for your real estate clients, instead of following the latest trends, follow these tips:
1. Understand What Realtors Need
Don’t ask your potential real estate client why they want a website or you’ll end up having to sell your services by overcoming their (often illogical) reasoning. Don’t open the door for creative thinking; you’ll create more obstacles to overcome.
For instance, many people think a website will give them easy sales and they’ll never have to lift a finger to promote it. If you allow your client to tell you that’s what they want, you’ll have to unravel their misconception before you can begin to explain what having a website will actually do for them.
If you crush their dreams, no matter how illogical they are, the client is more likely to walk away.
Know, and stick to the simple truth
At the end of the day, every real estate agent wants qualified leads. Their ultimate goal is to close sales, but they can’t find potential buyers without leads. Therefore, a real estate agent’s website should be primarily focused on capturing qualified leads. Displaying properties is important, but should be secondary.
Approach your real estate clients with this knowledge. Let them know you understand that high-quality leads drive their business. Explain that’s what you’re going to help them get. Once you tell them that, they’ll give you more freedom and trust with the project. Then, you’ll be able to do your job more easily.
2. Structure Their Website to Qualify Incoming Leads
If you’re not designing the website from scratch, select your theme primarily based on its ability to support lead capturing. A theme with a huge homepage slider looks good, but might distract visitors from filling out the contact form.
Look closely at the theme’s layout for all types of pages, so you can determine if you’ll be able to customize it with proper signup forms where they need to be placed. If anything is hard coded to prevent you from lead capturing properly, find another theme.
3. Make Their Website Low-Maintenance
No matter how amazing your ideas are, if the system you build depends on your real estate client working hard to maintain it, eventually, it will fall apart.
Be realistic about what you set up for your real estate clients. They’re not interested in sitting behind a computer screen gathering data; they want to have a quick phone conversation and go meet their lead in person.
In an article titled 10 Tips for Building a Great Real Estate Website, the author points out an important fact, “many real estate professionals still like to focus their time and efforts on face-to-face work with clients instead of building their online portfolio. As a result, they let their digital marketing go undeveloped.”
Most clients, especially real estate agents, aren’t going to be committed to maintaining a complex marketing or CRM system that requires learning new software just to send out an email blast.
Instead of setting them up with complex segmentation they’re never going to use, create a powerful form that qualifies leads instantly based on the agent’s priority criteria.
Real Estate Isn’t an Online Business
Remember that most real estate agents are not internet marketers. They’re not conducting their business online. They don’t need to send email blasts to a bunch of segmented leads to convince them to buy a product. When a qualified lead comes in, the agent will call them and take it from there.
Your job is to create a low-maintenance system that attracts high-quality leads and filters out the rest. When you do that, you’ll empower your clients to be successful.