Why Your Real Estate Website Could Be Costing You Leads & Sales

Why Your Real Estate Website Could Be Costing You Leads & Sales


– How do buyers and renters here in Australia look for property? Which websites do they go to? Or, more importantly, which
websites don’t they go to? The answer to this, and tips for driving new business opportunities on your website are coming
up on this week’s video. Stay with us. (ambient music) Hi, Josh Cobb here from Stepps. You know, we talk a lot about websites here at Stepps, it’s kind of what we do, but our passion is making sure that when a real estate business, a franchise organisation,
or an individual agent is designing their website, that it actually delivers leads and sales. There are a lot of real
estate websites online today that look very much the same, and there are a lot of
real estate websites that are essentially very
expensive online brochures. They don’t deliver leads,
they aren’t up-to-date, or worse, the website
is built in such a way that it actually turns
potential clients away. Now, a couple of years
back, we undertook a study of buyers and renters in Australia to understand how they
search for property. First, we asked how they
started their search, and not surprisingly,
96% said they started their search for a new home on either one of our two major portals. Secondly, we asked if they visited a real estate agency’s website at any stage during their search for a new home, and 84% said no. 84% of buyers and renters
never visit your website during their search for property, and of the people that
do, they’re likely coming from those bulk emails that
you send from your database. Now, many real estate agency websites here in Australia are very
much just mini versions of the major portals, with property search and listings being the primary focus. But if the overwhelming majority of buyers and renters are not coming to your website at any stage during their
search for a new home, that approach could be
costing your business if most of the real estate on your website is taken up with listings. You and I both know
that here in Australia, that the agent represents
the vendor’s best interests, and unless you’re a buyer’s agent, vendors are who you want on your website, and as many as possible, right? It’s important to showcase your listings, and provide a stunning
property search experience on your website, but,
making it the priority is not the best approach. And we know that, because Google analytics and thousands of hours of monitoring website conversion data tells us. In digital marketing, it’s all about friction and conversion. You need to help people get to where they want to go
faster, with less friction, and when they arrive, you need to be able to convert them into
either an email subscriber for your content, or a
lead for your business. So, by taking up valuable
space on your website, with the things that don’t
serve your primary audience, that adds friction. And by not placing calls to action in the right places, or if
you’re using the wrong copy to convince people to fill in that form or pick up the phone and call you, you’re likely missing out
on potential new business. So, hopefully you’ve
paused this video already, and you’ve called a meeting
with your marketing team, and the web developer, to
make sure that your website is not costing you business. If you’re not watching
this on our website, head on over to stepps.com.au for more helpful real estate
digital marketing tips, and until next time, I’m Josh Cobb, thanks for watching. (ambient music)

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