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3 Ways To Improve Your Real Estate Website Conversions

by blogger1
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on Thursday, 02 January 2014
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What’s the secret to increasing real estate website conversions today?

Thanks to the increasing spread of the internet, a dramatic rise in mobile device usage, the integration of social media into every moment of our lives and the proliferation of pay-per-click options generating large amounts of online traffic is perhaps the least of concerns for businesses and organizations today.

However, there can be a huge disparity between driving in masses of traffic and website conversions. With discounted property opportunities still available in volume, plenty of demand and the availability of transaction funding for financing fast flips the potential for massive deal flow is here in 2014, but conversions are where the money is made.

Without high conversion ratios real estate investment company owners suffer not only lackluster ROI and large lost opportunity costs, but masses of wasted labor and the time advantage which is so critical to the ability to survive and thrive today.

The big question is how to improve your real estate wholesaling website conversions.
It all starts here…

1. Attracting the Right Online Traffic

As touched on above; between Facebook, pay-per-click and high quality SEO content pulling in web traffic isn’t that difficult. However, if all you are pulling in are bots, spammers, teenagers in the Philippines, or even the competition looking to scrape your site for content it’s not only a huge waste or resources, but can be incredibly counterproductive too.

The same goes for virtually any other type of real estate marketing. Direct mail, cold calling, TV commercials and outdoor advertising can all yield masses of connections if marketers are promising to give away a million dollars. Yet, that doesn’t necessarily mean any increase in revenues.

So the first key to higher website conversions is draw highly targeted traffic.

One way to stop burning precious marketing dollars for many today is to purge their social networks of fake followers they may have added in efforts to ramp up quickly. Ongoing social campaigns can drive in better visitors and secure the best followers by using layered filters for laser targeting who posts are boosted to and ads are shown to.

Win by knowing exactly who your best prospect is. Where are they, what are their interests, how old are they, where do they work, who are their friends, who do they follow, what do they eat and listen to?

Inc. Magazine recently reported that as much as 30% of website traffic is made up of bots and malicious predators that scrape and steal information while sucking bandwidth. Symantec’s new ad campaign proclaims 40% of cyber-attacks are aimed are businesses with fewer than 500 employees. Unfortunately, those attempting DIY SEO and traffic generation often fail to monitor which visitors are legit by their navigation patterns and end up compounding losses by catering to the wrong crowd.

Still the best tool in the arsenal of most is great keyword usage. The killer mistake most amateur content marketers make it going straight for the most general keywords which have the most traffic. Common sense (and the metrics) shows that in many cases these keywords are also normally hit with the most competition. If your organization has a $10k a month budget, and just 10 competitors are working the same keywords with multi-million dollar budgets the outcome is pretty, painfully obvious.

Get the edge with:
a. Constant keyword research to identify trending phrases with low competition
b. Applying common sense understanding of who is using which related terms
c. Using ‘long tail’ keywords which are considered to be indicators of users closer to being ready to buy

2. Optimized Content

By now virtually every real estate marketer is familiar with the need for responsive website design which automatically re-sizes to fit an array of user devices and screen sizes. Optimized content is even more important.

Different visitors will be turned on (and off) by different things. By tailoring content to users by where they come from and what they are most interested in website conversion rates can be dramatically improved.

Strategically flowing content, which is simplified rather than complicated with too many features, plug-ins and distractions can go a long way to funneling web traffic to tacking the most desirable actions.

This can be enhanced even further by directing online visitors to optimized landing pages which are focused on driving specific actions by motivated sellers, home buyers and other investors to get the most out of every visit and penny invested.

3. Testing

The truth is that there is no ‘one size fits all’ right answer when it comes to website design for improving website conversions. What may look great or work great for one product or service may perform terribly for someone else. For example; a book or online course targeted to the less geeky user may do fine with a long scrolling old school sales page, whereas a new tech product designer for the recent college grad may do better with a very short video landing page.

The only way to know for sure and to ensure ROI is being maximized is to deploy split testing.
Recently there have been many DIY products released which help organizations split test for themselves. However, professional firms run tests for their clients that split test hundreds and thousands of different variations to pinpoint the optimal blend of components with scientific accuracy.

Understand that everything matters when it comes to optimizing for conversions from page layout to the media being used, phone numbers, verbal branding, length, navigation options, shapes of buttons, and even the fonts and colors used.

There may be some art involved here, but those that aren’t ready to gamble their wholesaling marketing budgets and the future of their enterprises away must split test and base their campaigns on the science of the metrics, and more importantly the right real estate and web marketing metrics.
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