How to Increase Your Real Estate Lead Conversion Rates

If you were to double or triple your online real estate lead conversion rate, how would that factor into your commissions?

You’ve likely asked “how do I convert more of my Website leads?” so here’s a number of things you need to do.

• establish a great realtor website which is the focal home of all your marketing
• create a great content marketing strategy for SEO, social media, paid placement and email campaigns
• advertise efficiently with only your best content and offers
• ensure you have the best funnel analytics to track your lead gen and progress
• strategize your Realtor brand, UVP, messaging, tone of voice and offers
• impress your prospects with your own marketing program in action
• build trust, credibility and likability via your content/postings/events/activities

What marketing really does is create an enjoyable experience for buyers and sellers — and one where you’re the Realtor who can make this happen.  Listings are great, but you need to be more than just a few featured listings. Marketing brings you above being a retail store, to where you’re preferred as the person who will help them during this time of great joy.

The first step is being the first Realtor they see online, whether it’s via Google, Facebook, Instagram, or Realtor.com.  Being aggressive, taking the initiative to be a highly visible Realtor online is important. They’re online searching for sure in 2025, so Google search retains its title as the best real estate online.

Research shows that 35-50% of home buyers go with the first agent they find. (Source: InsideSales.com).  How can you reach them first, wow them and make them an offer they can’t refuse?

Creating Value and Delivering It

If prospects begin to associate you with the value they want, those leads will begin to convert.  Your website and content strategy aligns your brand image with their dream.  You appear to best resolve their intent to buy.  And Google will see the same message which is vital for high rankings.

With strong value presented, they won’t be moving onto another agent online. They’ve discovered you and your website is laser clear in its presentation of the joy of their home buying experience. They feel the joy in your content and feel you appreciate their dream.  That’s the key part of trust and credibility, more than your credentials.

Buyers and Sellers are online. You know the stats. 90% go online. So the question is, why aren’t you getting in front of them and delivering the value they want?

You Convert Leads with a UVP that Resonates Emotionally within Them

What plagues most Realtors is a missing value proposition. It’s not impactful, genuine, compelling, unique, or differentiated from all the hordes of mediocre Realtors out there. It’s not personalized nor significant to them. Yours needs to speak to them warmly as a friend and a professional.

If you haven’t explored and built your best Realtor unique value proposition, read my in-depth post on the topic.  It’s essential to your brand image, and in any business, people buy your brand.

The key to great marketing is matching your brand/offer/UVP to home buyers or sellers intent.  Here you see Hans Ohrstrom’s website, and he’s been extremely successful.  The Yellow and red colors make impact, excite the imagination, raise hopes, and get attention.  The focus on sellers is great because he really intends to get the house sold. His intent matches the homeowner’s intent to sell.

The website doesn’t look exotic, so buyers or sellers feel the commission charged will be reasonable. It’s not catering to the luxury market, however, he could create another website for that specific audience.

His offer of “sold or I’ll buy it” is fairly attractive at any time, especially before a real estate boom.  His award-winning team look like they enjoy helping people.  He emphasizes the SOLDS and features some open houses. If you’re a seller, you’re likely confident he will get your property sold.  Buyers too might be thinking he’s able to attract a lot of listings, so they’re sure to click the listings page out of curiosity.

It only takes one clickthrough to capture the prospects name and email to add to your list of leads. Then, we can begin the nurturing process with useful and content and soothing messaging they really want to hear.

He’s very visible locally in his market in outdoor advertising. Now in 2024, he’s reached a 1000 homes sold, quite an accomplishment!  I hope I can help you achieve that with your new digital marketing campaign.

Let’s Take a Good Look at Your Value Proposition right now:

• do you communicate your experience?
• is your message appealing and appropriate to your ideal audience?
• have you shown/communicated your past and current success?
• do you demonstrate your knowledge of your local city and micromarkets?
• do you mention events with your past clients?
• do you have testimonials and what is the real message in those testimonials?
• have you expressed how you are dependable and honest?
• have you shown empathy and willingness to listen?
• do you mention your performance of getting over asking price?
• did you mention your record of putting in winning bids?
• do you have authoritative content easily found on your website?
• does your website content/blogs/FB posts show you are knowledgeable and have good judgement?
• does your website suck or is broken or slow with irrelevant content?
• do you communicate a friendly, professional image who is easy to work with and not a hard nosed troublemaker who won’t bend?
• do you offer free home staging and cleaning services?
• is there a link to your Linkedin profile?
• can customers visit your Facebook page?
• are you using the latest technology on your website?

My former client The Calgary Home Boys have an amazing website (with a superb CRM system). It gives Calgary home buyers visitors what they want most, a great home search experience. The agent branding is strong, there’s quick access to listings, and nothing in the way to stop visitors from connecting with their team.

What are the Top 10 Conversion Rate Factors?

1. are you projecting a helpful/trusted image that meets their intent to engage with the right Realtor?
2. what is the quality of incoming lead/visitors to your website?
3. the source of incoming lead/visitors
4. the emotional impact of your website and content upon arrival
5. the generosity and transparency of your value proposition and offer — trust, esteem, authenticity
6. relevance of your personal services, experience and knowledge — credibility
7. a clear presentation of your personal/professional brand image — esteem, confidence
8. a clear call to action — can see the next step
9. nice incentives to engage with them and make the call — encouragement to overcome inertia
10. immediacy and fast response – they must contact you right now and you’re ready for them!

If you optimize these 10 conversion rate factors above, prospects will be good quality therefore easier to convert and you’ll have given every reason to work with you.

Remember that prospective home buyers or home sellers want to feel esteem, trust, comfort, happiness, confidence, and even euphoria about their decision to buy or sell. They want to feel that you’re going to be a positive part of their dream and that you’re a good fit. They want to feel self-esteem and optimism about their next big real estate transaction.

Building a great real estate site is a big task. Fortunately, there are excellent affordable website hosting services, graphic designers, content strategist/SEO pros and branding consultants ready to help you craft this key business asset for you.

Your real estate website is a key connector to thousands of eager home buyers. I hope I’ll be able to help you make the most of this promising real estate market in 2025.

Give me a call at 416 998 6246!