• Thin out the information you require on your contact forms.
  • Make sure your call to action stands out.
  • Use retargeting pixels on property pages and contact pages.

Do you have a contact page on your agent or brokerage website? Have you ever wondered how many potential customers have visited your contact page and not filled out a contact form? Or whether people started to fill out a form on a property page, only to change their mind halfway down?

These are numbers you need to know as a real estate agent or brokerage because we all want to improve our website’s close rate. It’s important to constantly be updating and monitoring the pages at the bottom of your funnel, but all too often agents and brokerages neglect to look at the last stop on their website.

If you’re looking to increase your online close rate, here are some things you should consider.

1. Thin out your forms

Preview [A] - 'Listing Club Info Form'.clipular

How many questions are you asking your potential clients to answer on your contact page? Often, agents and brokerages assume that the more information they collect, the better. Although this is partially true, there is a limit to how much you can request of your audience.

If your contact form is 20 questions long, you’ll receive far fewer leads than if you only ask your customers to fill out four questions. The key is to find a middle ground.

Try eliminating everything on your contact form that isn’t essential.

For example, do you need to know what your future customers budget is right away, or is that something you could sort out later on? Name, email address, phone number and comments are often enough.

Test the form for yourself and monitor your results — you might find that you were simply asking too much of your site visitors. The sweet spot is out there.

2. Decide what is necessary

Make everything else optional. If you don’t need a phone number, make sure it’s an optional box on your contact form. Some people (I’m looking at you, millennials) don’t want to be bothered via a phone call, and adding a necessary box for phone numbers is enough to scare them away.

It can often be easier to set a meeting after a few emails are exchanged and your potential client is more familiar with you.

3. Stand out

Despite what you might have heard, there is no particular color that converts best on a landing page. Countless articles have documented the “red versus green” battle of buttons, and they all contradict each other.

To be honest, if I hear that one color of a button is definitively better than another one more time, I might lose it.

Here’s the truth and what you need to remember when designing your contact page (and your property pages): the color of your button does matter — it needs to stand out!

If you have a website that uses lots of reds, make your contact button green. If you have a site that uses lots of green, make the contact button red. It’s that simple. Don’t let your call to action get lost in the herd — make it jump off the screen at your site visitors.

4. Install a retargeting pixel

(95) Ads Manager.clipular (4)
Retargeting was identified by 46 percent of search engine marketers as the most underrated form of digital marketing, and it’s time that everyone embraced its use.

All you have to do is install a snippet of code on your contact page or property pages, and run advertisements to people who have visited those pages in the past 30 to 60 days.

For property pages, this date range should be on the lower end, while for your generic contact page, you can raise the number. This tactic has been shown to increase close rates substantially and bring those who get to the bottom of your funnel back to your website. It’s easy, it’s affordable, and it works.

Use these four tips to turn your website into a lead magnet and reap the business rewards.

Justin Kerby is the co-founder of CAVE Social.

Email Justin Kerby.

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