7 Tips for Higher Conversions From a Real Estate Website

Maximizing your company’s website for conversion potential should be a priority, but in the competitive real estate industry where online users are inundated with endless search results, it should get even more strategic, says David Roussain, chief marketing officer, G5.

Consumers claim they don’t find the information they’re looking for on a website a staggering 60% of the time. This can be detrimental to a company’s conversion goals, especially in a time where consumers have considerably shortened attention spans. Let’s face it, marketers want consumers to spend time on their websites and engage with their content, but the real goal is to maximize conversion – especially in the saturated real estate space. A company’s website is a major touchpoint that users interact with before making a purchase decision, so it simply cannot be neglected.

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7 Tips: Driving Higher Conversions From a Real Estate Website

To capture consumers’ attention and drive more conversions, a real estate property’s website must focus on user experience. Thankfully, this doesn’t require a complete redesign. Simple tactics can be applied to refresh and optimize a website for maximum conversions through rich content, visual hierarchy and intelligent formatting.

Learn More: The Secret to Great UX: Put the User Last

Here are seven tips to create a website specifically curated for heightened conversion functionality in the real estate industry:

1.   Determine a Clear Value Proposition

It’s critical for real estate properties to identify their unique value proposition. What distinguishes them from competitors? What gives them an edge? Articulating a property’s value proposition to website visitors and throughout the marketing strategy will help optimize conversion efforts across the board. Prospective renters want to know what makes your property unique and why they should lease there. Showcasing this differentiator front and center is key.

2.  Maximize Space Above the Fold

Research reveals that 75% of internet users make judgments about a business’s credibility based solely on how its website looks, so it’s important to consider significant design elements. For starters, what lays above the fold on a website holds the most importance and the strongest conversion potential. This is where visual hierarchy comes into focus – colors, size, layout, spacing, and style. The area seen immediately on the screen when clicking on a website provides the best opportunity to catch user attention and provide instant answers to their queries.

3.  Place CTAs and Floor Plans Above the Fold

In relation to the above, increase clickthrough rates by moving CTAs (calls to action) above the fold as well. When a user arrives at a multifamily property’s website, for example, it should be easy for them to find floor plan availability and pricing, learn about amenities, browse photo galleries or contact the leasing office for other questions by placing buttons and CTAs there. In fact, 64% of internet users claim they expect to see a company’s contact information on its homepage.  

TIP: Using contrasting colors for CTAs also helps improve conversion rates. Test different button colors to identify which stands out better against the website’s background, or test the language used on each button to determine what garners more conversions. For example, testing “Learn More” versus “Lease Now” may provide insight into what language works best for converting traffic.

4.  Keep Things Simple

Automatic sliders, which were once a staple of website design, have become a deterrent. Image slideshows not only slow a website’s load times, they also keep users from exploring its content at their own pace, hindering their experience and potentially driving them off the site and back to their search results. Instead, real estate properties should use one static image that represents their brand and speaks to their unique value proposition.

5.  Are Your Headlines Clear?

This may seem obvious, as headlines are one of the most noticeable elements on a website, but sometimes updating a headline with just one word can lead to increased conversions. Ensure all headlines clearly describe the offerings on the page and their benefits, and that they lead users to the appropriate next step.

6.  Use Real Images of Real Properties

Use real images of properties and surrounding neighborhoods to display what users can expect to see when visiting or renting. Stock photos may be appealing to the eye but don’t always accurately represent a property. In addition to using actual photos of the community, incorporate visuals of real people to encourage engagement and brand relatability.

Learn More: Is It Time to Rethink Corporate Websites — Again? 

7.  Reduce Friction

To convert website traffic into quality leads, real estate marketers must provide users with simple usability. This includes a well-designed template with an easy-to-read typeface, intuitive navigation and layout, and natural user flow. A website’s copy plays a large role in its SEO ranking, but once users visit a site, they rarely read every word. Implementing easy-to-skim copy is critical in meeting user needs.   

A website designed to improve conversion rates can help real estate marketers connect with the right people at the right time with the right message. Remember, the most effective websites have prioritized elements above the fold to immediately connect with visitors and encourage them to utilize visible calls to action. Whether starting from the ground up or refreshing a current website, real estate marketers should follow these seven simple tips to resonate with their audiences and convert more leads.