Improve Your Real Estate Agent Website | BMO Harris Bank
 
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A real estate agent works on her personal website.

Is your website drawing in clients — or scaring them away? A carefully crafted real estate agent website can be an invaluable tool for generating leads and building your brand. If you’ve set up your site and you’re not getting many nibbles, that could be a sign that your online presence needs a bit of tweaking. Knowing the most common mistakes — and how to fix them — is the first step toward turning your real estate agent website into a lead-generating powerhouse.

1. The site has a poor design or layout

A good agent site has a design that’s both eye-catching and eye-pleasing. The layout should be clean, not cluttered. If your site features garish colors, you’ve chosen hard-to-read fonts or the information appears disorganized, a first-time visitor may decide to click away without taking a closer look.

Remedy the situation by looking at your site from an outsider’s point of view. If you’re having a hard time seeing the trouble spots, consider asking a former client or colleague for an honest assessment of the site’s design. Their feedback could make it easier to pinpoint what’s working and what’s not.

2. There’s a shortage of useful content

When people come to your agent website, you need to give them a reason to stay. If your site’s information is limited to your business’s name and contact details, that doesn’t give visitors much incentive to keep reading. Including elements like a real estate blog, instructional videos or testimonials from previous clients are all things that can grab a potential client’s attention and demonstrate your expertise in the field. And of course, you want to provide them with an easy way to browse the properties you’re currently selling.

3. You’re not showcasing your skills or personality

Real estate is a competitive industry and your website needs to help you stand out from the crowd. It should be a reflection of who you are, what you do and what you have to offer the buyers and sellers that you work with. A site that has an impersonal tone or doesn’t highlight what you bring to the table can fall flat with prospects who are flooded with other options.

Think about the kind of impression you’d like to make on new real estate clients, then ask yourself whether your site is helping or hurting that image. Simple adjustments like adding photos of yourself or creating an “About Me” page with both professional and personal information can make your site feel more personal.

4. The site’s overloaded with jargon

The average homebuyer or seller isn’t a real estate expert. If they land on a site that’s chock full of technical terms, it’s likely to make their eyes glaze over — and have them clicking away fast. Give your site a careful read through the eyes of a first-time buyer. Do you find yourself slipping into agent speak? Do you touch on real estate terms or topics without explaining what they mean? If so, loosening up the language and making it more reader-friendly for people outside the industry can go a long way toward getting visitors to hang around.

5. The navigation is clunky

Having a one-page website can work against you but having too many pages can also be problematic. The more pages you add to your site, the more difficult it can be for users to get around and find the information they need. Try performing different tasks on your site, like locating contact information or a listing. If it takes more than a click or two, that’s a sign your navigation may need to be streamlined. A clearly titled menu bar on every page can help readers from getting lost.

6. There’s no clear way to contact you

The point of having a real estate agent website is getting your name and contact details out there so clients can get in touch. If you’ve buried your contact information in a hard to find spot, it’s time to rethink your strategy. Make sure it’s prominently displayed on each page of your site so newcomers can see their options for getting in touch with you at a glance. Make sure your phone number is clickable on your mobile site to eliminate any hassle for visitors on their phones.

7. You aren’t using the right keywords

Prospects can’t visit your site if they can’t find it. Plugging in the right keywords can make it easier for search engines to locate your site, therefore bumping it up to the top of the results page. Think about the terms your ideal client would use to find an agent, then check your site thoroughly to see how often you’ve incorporated them. Remember, when it comes to search engine optimization (SEO), a natural approach is best. There are plenty of free tools that you can use to start your keyword research, like KWFinderThird Party Link and Answer the PublicThird Party Link.

You should also try to work the local angle. Most prospects are looking for a real estate professional in their area. Instead of just your name, try adding location-specific keywords, like “Springfield real estate agent,” to your site’s header. This will help your site rank higher anytime someone types that phrase in a search engine.

The bottom line

If you think your site has multiple shortcomings, panicking and trying to fix everything at once could make it more of a mess. A better approach to adopting these real estate website tips is to focus on one specific task that needs to be addressed before moving on to the next. That can make it easier to work out the kinks as you revamp your site to reel in more leads.

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