Websites are a key part of real estate nowadays–but could poor design be costing you clients?
As a real estate agent, a website is the most integral part of your marketing strategy. After all, it’s a core source where people can access the most crucial information–from who you are and the communities you serve to your current listings and how people can get in touch with you.
Because of the increasing importance of a digital marketing platform, it makes sense that the amount of agents investing time into their online presence is on the rise. However, all that time isn’t going to culminate in quality leads if your website is unappealing and difficult to navigate. In fact, a clunky website can actually hold you back, detracting from both your business and brand. Here are three major mistakes real estate agents make when building their websites and how you can avoid them.
Inaccessibility
According to the 2017 National Association of REALTORS® Profile of Home Buyers and Sellers, over half of home buyers found the home they purchased on the internet, compared to the 30% of people who found their property directly through an agent. The industry is moving digital, and real estate agents need to lean into the change and make it work for them–not try to fight it. At the end of the day, if potential clients can’t easily find your website, they’re not going to be able to find your listings. This is where SEO–a huge component of digital marketing–comes in handy.
At the same time, even if potential clients do find your website, if they don’t find it simple to navigate, they are not going to stay for long. Users want to be able to find exactly what they’re looking for, and they want to find it quickly. Having too much text without any sort of headers can make your website feel cluttered. On the other end, too many tabs can make users feel overwhelmed and confused. Both are going to lead to frustration and likely a missed opportunity. This is why investing in a website design that is clean, aesthetically appealing, and intuitive is essential for capturing–and retaining–potential clients.
Unuseful Content
Content goes hand-and-hand with the design and accessibility of your website, as showcasing everything in an attractive way is only the first step. The type (and quality) of content is also key. You want to provide clear and sought-after data for your clients, giving them all the tools they need to feel confident working with you.
The information you choose must be dynamic, and it’s important to know your audience. If you are mainly targeting millenials, for instance, it’s important to include photos and detailed property information. If you mainly work with an older demographic, spending more time bringing attention to your contact information and investing in virtual tours is the way to go. Make sure you research what your market wants and deliver on it. Agents who show that their services have value–and offer value from their site alone–will gain referrals and repeat business.
Neglecting Attention
According to Real Estate Agent U, 62% of agents spend at least an hour a day on marketing and advertising. Almost the same amount (60%) prospect for leads on a daily basis–over a quarter of those devoting several hours each day.
From these numbers, it’s clear that most agents understand the importance of getting their name out there. However, there’s a misconception that websites don’t need the same amount of attention–you build it, and it’s set in stone. Rather, agents should look at their website as a living document, constantly updating it with new information. Websites could–and should–work in conjunction with your marketing efforts.
With an already-strong website, agents can collaborate with digital agencies that specialize in real estate marketing strategies in order to generate quality leads. Thus, as an agent, a good amount of your valuable time can be freed up to focus on closing sales and tending to the clients you have already acquired.
