Real
Estate Websites
Converting the Surfers to Leads
Here’s a little lesson on conversion. There are basically
four conversions that happen on the client or customer conversion
track. First, there are the visitors (surfers) to a Website. Let’s
call them suspects for now. We don’t know anything about
them at this point except that they were willing to invest their
time and come to our site.
Second in our relationship building process is to get them to
invest a little privacy with us and reveal their name, email address,
etc. The more we can get the better. We’ll have to give something
of value to them in return, however.
Ideally, we’d like to give them something of value that
will get them further down the sales path. For a buyer, it should
be something that helps them take steps toward buying, and the
same sort of thing for the seller lead. If the visitor doesn’t
value what we have, they are kind of self qualifying but not proceeding
to build a relationship with us.
The next goal is to convert them to a customer/client. For us
that means they list their property for sale with us, or they sign
an exclusive buyer’s agency agreement. They’ve committed
to us, and we to them. See figure 2.
Figure 2. Client Conversion Track.
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To wrap up our lesson on conversion, the final goal is to establish referrals
and repurchases (re-hires). This is a topic often talked about, but not many
agents, or companies for that matter, have it really working for them. If
you really had a great referral system in place, you could, theoretically
count on 80% of your business coming from this 20% of faithful customers.
What We’re Doing: I’ve heard once before “see a need and
fill it”, and, to some extent, that is what we, as REALTORS®, do.
Sellers need to sell houses. Buyers need to buy houses. We help them both achieve
their goals. So, we see a need for this service to be provided to our clients
and industry as a whole, and we’ve made it our goal to come up with a
solution and deliver it.
What You Need The Most From the Internet: A way to generate a
large volume of targeted website traffic for your local real estate
market, that turns into prospects (captured leads). These, in turn,
should be qualified and turn into appointments with buyers and
sellers of homes.
So, combine these solutions: 1) Highly Ranked Website, 2) Highly
Converting Sales Process, and 3) all of the material I’ve
created over the years for lead mastery, listing presentations,
buyer conversion, etc., and you have a VERY high likelihood of
great success on the Internet. A turn key website engineered and
designed for success.
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