Solving the Challenge of Converting Leads to Sales
In every business sector, in real estate, travel, or SaaS software, visitors abandon their shopping carts for many reasons. So let’s use that as our metaphor for losing leads — abandonment.
Because if they don’t become qualified prospects in your pool — you were abandoned.
At any moment of decision, it can go against you.
When they arrive at your website, within 8 seconds, there is a moment of decision. People are actually very smart. Human intuition and instincts are built to be sharp. Your visitor’s first instinct about you is likely dead on. Because what they see is what you provided for them – it speaks everything. Your content is the message.
The onsite experience you’re giving them should be well-conceived to present you in a wonderful fashion — with negatives removed and your value offer easily understood to separate you from thousands of other agents.
The longer you keep them on your site, the more likely they will become your client. They say buyers/sellers go with the first agent they find, but this can’t be true. Bounce rates on most real estate sites are high. Some agents try tricky things on their site to trap visitors, but a pop up, forced login, or deleted back button isn’t going to save you, and then they don’t trust you.
Adding more features on your site won’t solve the issue. Those tools are on every other Realtors site too.
You must optimize your website for lead conversion — to move them fluidly to contact.
What Happens When Your Big Traffic Stream Doesn’t Create Contacts?
With past clients, I’ve developed massive flows of traffic from Google many times for different clients in different industries from real estate to hotels to SaaS software (and on minimal budgets). Sometimes we received great rankings on very qualified keyword phrases, which means we were tapping into some of the best potential customer prospects. While they’re great prospects, they’re also more picky about what they want to buy or who they’ll hire.
Great prospects are more likely to leave after their 8 second evaluation. It’s more of a right-brained emotional view of your brand and the experience they envision with you. You have to optimize this on-site experience by ensuring positives and eliminating negatives.
Capturing the attention of all these potentially relevant prospects is great, but there’s lots more work to be done. In this post, we tighten our focus in on converting leads. For a travel agency, we need to impact and befriend them and make them want more than a lowest price catalog, where they want a dream vacation/trip from a significant travel provider. In the SaaS travel management software sector, we need to prove our software is more relevant, valuable and significant, perfect for their needs and challenges.
And in the real estate sector, an agent needs to be a special person who can transition them into their new home, without worry and friction, with full confidence, and affordably (without expecting post-purchase regrets). Special person means making your Realtor brand image glow and resonate with their dream.
For this post, let’s talk about real estate leads and the techniques you can apply in your real estate content marketing strategy for improve your lead conversion.
What Do Arriving Prospects Like?
Positive Brand Image: your content presents you as friendly, engaged in your work, active and experienced, and easy to work with. The consistency of your statements and topics reveals your integrity at a deeper level.
All About Them: Your content is entirely focused on how you make their sale or purchase your obsession and pave their path to complete satisfaction and bliss. You make it the “joy of real estate sales” seem wonderful, creating the joyful result they’re hoping for.
Professional Experience: You’re not a rookie, and you look very competent and confident with stories of how you easily fought off trouble to make it super pleasant/smooth for your clients. Modestly, you demonstrate error-free competence.
Tailored Content that Speaks to Them: Great content including copywriting, tone of voice, values, confident messaging, value proposition, graphic illustrations, images, photography, and videos that all seem to resonate in a message that you fit their dream and you are the only Realtor for them. They love your content and that reflects the value of you. It subtly moves them psychologically to your offer without you saying a word about it. They eagerly hunt for your offer and can’t wait to hire you.
Lots of Listings to View: New prospects want to play with the possibilities and you’re giving them a sandbox to imagine their future happiness, all with your unique branded conversation (which is why MLS listing pages need to be optimized).
What Do Arriving Prospects not Like?
Initially, they investgate you, your brand, staff, content and value proposition to get a quick estimate of what working with you will be like. And they’re sensitive to the things they dont’ like. Here’s a few issues that might be costing you leads:
Lack of Transparency: you’re not forthcoming about who you are and what your values are. Anonymity isn’t all that compelling and you’ll find their trustfactor falling.
Not Yet Successful: a lack of listings or sales tells them you might not have the power to make things go well, and achieve the stellar results they’re dreaming of.
Signs of friction: they see some conflicting issues, struggles, impasses, blockages, unwillingness, and they’re not sure that you’re all in it for them.
Mis-alignment: your content doesnt’ make it seem you are perfect for them and that you belong in their circle of friends, your background’s not attractive, and that you’re not quite the Realtor they envisioned in their home buying dream.
Inflexible and Not easy to Get Along with: Being a tough negotiator or aggressive deal hunter makes them feel you’ll be difficult to work with.
There are plenty of things to strategize for and review as you build your online presence. Of course, that’s my role to help you resolve them all.
The Wonderful Experience of Working with You!
But consider that when you shape your Realtor brand image into something magnificent and perfectly aligned with prospects, your lead generation will improve. If you quadruple the number of prospects that contact you, the results can be life changing.
Few Realtors really work on their online appearance and the quality of their precious content. A beautiful website template might be appealing, but it won’t be enough. Your own content creates the real, authentic online experience that determines whether they will contact you.
It’s best to focus entirely on your unique value proposition and what your brand is, then build content specifically around the grand experience you’re going to create for them.
I’m Gord, an digital marketer in real estate and I love the housing market. Get to know more about me and know that I’m kind of like the Borg in Star Trek, I assimilate everything whether psychological tactics, AI software, content innovations, or search algorithm updates. I can be a substantial asset for you. Reach me at 416 998 6246.
See more on a promising 2025 housing market, top lead conversion factors, and why real estate lead generation should be your new passion.
