MIAMI Association of REALTORS




Why Do You Get More Leads of a Certain Type from Your Website?

by | Feb 25, 2014

Have you noticed a pattern for the quality or type of leads you get from your website? Or maybe you haven't noticed a pattern or done the research, but you generally feel that your website leads are low quality, a lot of tire-kickers, or just low end buyers. Let's compare the type of leads you get from your site with the ways in which they arrive at your site.

We generate traffic and site visitors in a number of ways. Some are with more traditional print and broadcast media. That's when we're putting our domain name on business cards, in print ads and home magazines, as well as mentioning it in TV and radio spots. So, the first thing to look at is the content of those ads.

Are you placing ads with your least expensive listings more often than others? In other words, hoping for a faster commission, are you branding yourself based on price? What are the demographics of the print media you're using for marketing? The "penny-saver" type of print media cater to price buyers. Placing your domain name there is going to generate a lead now and then, but where will their focus be?

Those are examples of limiting the traffic to your site based on where they learn about you. However, even more crucial is what you provide for content once they're at your site. If your SEO is working, you're getting visitors from Web searches, so first look at what keywords and phrases they're using. Of course, the most common "yourtown real estate" phrase will be there. However, if they're using "long tail" type phrases with more words or whole sentences, what are those?

If they are finding you with searches including the words "affordable," "foreclosure," "budget," or other similar price-oriented words, then you must have content on your site that focuses on those words and gets the search clicks. What about searches in neighborhoods with lower price ranges? Are you creating more content about those neighborhoods? Or are you creating content for all of the subdivisions and neighborhoods in your market area?

Do you get a great many first time homebuyers? If that's your niche, that's fine. However, if it's not, something in your content is drawing them to your site. Perhaps you'll see searches containing words or phrases like "entry level," or "starter home." If they're getting to your site with those, then there's content focused on them.

One of our WebsiteBox users has a much higher than average per-transaction deal price. He's done a study and found that he gets mostly "analytical" types like business owners, attorneys, accountants, etc. as clients. Checking his content, he finds a substantial bias toward market commentary, statistics, and market activity reports. That's all stuff analytical people like.

So, if you're not happy with your website leads, check how they're arriving and what they find for content when they get there. You're likely to find that you're getting the traffic you've advertised for with your site content.

Think about the type of leads you'd like to be getting and the type of content those type of people would value. Maybe it will be as simple as featuring some new content about more affluent subdivisions or neighborhoods. Subdivision or area keywords are very common in searches, so having them in your content will deliver the visitors if your SEO is on track. Create the content and you'll likely find that results well be like the baseball movie Field of Dreams: "If you build it, they will come."

To view the original article, visit the WebsiteBox blog.

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