As you are looking to grow your real estate business, you inevitably think “I just need more leads”.  Then you remember that you would surely get more leads if you just had more traffic to your website.  For some reason we often get possessed by the sheer want of getting more traffic to our website.  We envision this flood of people trying to get to our website just like people trying to get home on the 405 Freeway in Los Angeles on a Friday.

Although we do certainly want to focus on getting more traffic to our websites, there are other ways to get leads today and it doesn’t require any more traffic then you are currently getting.  You can get more leads from your existing real estate website by focusing on your problem pages.

Problem Pages can help?

Yes your problem pages, once your pain, can now be a source for new found leads.  Look at this way, they aren’t doing much for you now, so we can’t really hurt them, can we?  First we need to identify our problem pages. 

Go to your web reports and look for your “Top Exit Pages”.  If you are using Google Analytics, this is under Content –> Top Exit Pages.  Exit pages are the pages from which a visitor left your website.  Now, if the pages you see are not your confirmation pages then you have some work to do.  Write down some of those problem pages and now you can take some action.

Improvements

Your visitors are leaving these pages because they aren’t finding what they are looking for easily.  Let’s help them get to what they need, and what they need to do is contact us by filling out an MLS contact form or sending an e-mail.

  • Keywords - What keywords are sending them to the page?  If there is a common set of keywords sending traffic to the page, then go back and see if that keywords is used in your heading to attract your users attention so that they stay on the page and keep reading.
  • Call to Action- Is it clear what the goal of the page is?  Remember each and every page needs to ask your visitor to do something with the information.  Is it a page where you want them to ask for listings in the area?  Or is it a page where you want them to find the value of their home?  Make sure it is clear and obvious by asking 3 times on the page.
  • Up to Date Information - Look at what you wrote on each page.  Maybe you put prices in your page so the content of your page looks like you have no clue what you are talking about.  Make sure your page tells a story that “speaks” to the visitor that landed on your page.  If it is a neighborhood page, put an audio testimonial up from one of your clients that you have helped move there.

Tackling these 3 issues on your problem pages (and other pages for that matter) will help you to see some quick improvement with the same traffic levels.  You will always have “Exit Pages”, but the key is to make sure that they are exiting pages that you want them to leave on (like after they have given you their information).  Simply looking at these pages each month and making small improvements will have you closing more transactions in no time.

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