Use your real estate website to boost engagement and drive sales. Here are five tips to start using your website as a selling tool in the sales process.

Highlights:

In order to move visitors down the sales funnel, a brand’s website needs to be informative, visually pleasing, and functional.
Your brand strategy should drive the layout, design and content to make sure all elements of your website align.
A testimonial page on your website provides an opportunity for clients to talk about how satisfied they are with your properties, creating customer loyalty and increased brand trust.

Your real estate website can be a powerful tool in driving business growth. After all, it is the public face of your company. But the demands of digital marketing — social media, blog writing, video — can take center stage, leaving your website behind the scenes.

Real estate marketers need to give websites the attention they deserve. After all, most of your digital marketing efforts are driving visitors to your site. What happens once prospects get to your real estate website is key to the buyer’s journey. In order to move visitors down the sales funnel, a brand’s website needs to be informative, visually pleasing, and functional.

Here are 5 updates you should make to your company real estate website to help increase sales.

1. Brand messaging

Your website might be beautiful, but it also needs to be valuable. What makes your property different from other properties? What makes your brand better than the competition? Make sure that your website accurately depicts your brand and what makes it unique. Your brand strategy should drive the layout, design and content to make sure all elements of your website align.

2. Live chat

Did you know that 82% of consumers rate an “immediate” response as important or very important if they have a question? Live chat is one of the easiest ways to communicate with leads, in real time. The way prospects communicate with brands is changing. More and more leads want immediate responses and live chat gives brands an opportunity to deliver on their wants and needs. It’s also an effective way to capture contact information for visitor’s already poking around on your website.

3. Video

The popularity of video sites, like YouTube and Vimeo, is just the starting point for capitalizing on your videos. If you’ve invested in a corporate video or even shot quick interviews in your office, start using them on your website. The brain processes visual information 60,000 times faster than text, so providing videos on your website helps your brand’s messaging resonate longer with visitors. A great example of a real estate brand utilizing video is Ditto. The homepage features a large video that is visually appealing and is a sure way to keep visitors on their site longer.

4. Testimonials

Visitors to your website are learning about your real estate brand through your content (text and visual), but they may still be hesitant to put their trust in your hands. As a marketer, you know that customer testimonials are a great way to increase trust, so why not showcase your satisfied — dare I say — happy clients? A testimonial page on your website provides an opportunity for clients to talk about how satisfied they are with your properties, creating customer loyalty and increased brand trust.

5. Measure

We talk a lot about the importance of a data-driven approach when it comes to measuring success. To grow your business strategically, you need to track your efforts, analyze successes and failures, and determine ROI. This holds true for all aspects of your digital marketing strategy, including your website. Use tools, like Google Analytics, to regularly track traffic and engagement. Determine which pages visitors are converting on and why and make sure to tweak pages that have a high exit rate.

It’s no longer optional for businesses to have a website, it’s essential. Websites are a virtual profile of your brand and when used correctly can encourage action by prospects. Utilizing these tips will help boost engagement and drive sales through your real estate website site.

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