Real estate websites have come a long way since the birth of the internet. They are no longer a static online brochure for your business. Websites are living, breathing marketing machines that can help you build a loyal audience and generate leads for your business.
Although you can put everything on your website, it doesn’t mean you should.
Here are 3 things that you should remove from your real estate website immediately.
IMPORTANT: Some readers will disagree with this advice. These are my sincere recommendations based on the data we’ve collected from hundreds of real estate websites, but ask your strategist or designer before making big changes to your site.
1. Social media icons and third party widgets (i.e. testimonial sliders)
Social media and third-party website traffic is important, but only when it’s coming to you. When people are on your website, you have their full and undivided attention. But when they click on the Facebook icon you’ve placed at the top of your website, you’re now competing for attention against everything.
Once they leave your website, it’s very difficult to get them back.
Also, any widgets that you’re using for your ratings and reviews, or to display your listings from the portals should not be used on your own website.
While these widgets may look nice on your website, you’re running the risk of losing your website traffic to someone else and never getting them back.
Almost everything inside these widgets is ‘clickable’ and should your site visitors take the bait, they’ve now left your website for someone else’s. The other risk you face when someone leaves your website for one of these third-party platforms, is the possibility they’ll search for listings and profiles that aren’t yours.
What to do instead?
- Place your social media icons on your contact page or in the footer of your website
- Embed testimonials directly into your website whereby they cannot be ‘clicked’ (see image below)
2. Your testimonials page
Testimonials are an important part of your online strategy. So why remove your testimonials page?
These pages are rarely visited. Just check your Google Analytics.
What to do instead?
- Add testimonials to every page of the site! Especially when the quote is relevant to the claim you’re making on that page (see image below)
3. Don’t prioritise your listings
This might sound crazy and counterintuitive to you, but back in 2015, we did some research with over 300 renters and buyers from both metropolitan and regional areas of Australia where we asked them how they searched for property.
First, we asked, “Where did you start your search for a new home?” And not surprisingly, probably to yourself as well, 96% named either one of the major portals as where they started their search for a new home.
Secondly, we asked, “Did you visit a real estate agency’s website at any stage during that search?” 84% of those respondents said, “No.”
84% of people searching for property to buy or rent, never visit a real estate agency’s website.
So if 84% of people who are looking for a home never visit your website at any stage during their search, it doesn’t make a lot of sense to prioritise your listings.
I’m not suggesting that you remove listings from our website; you still need to represent your properties and showcase the product that you sell and manage. But what I’m suggesting is to instead, prioritise the content that vendors and landlords are looking for, before they need an agent.
What to do instead?
- Prioritise content and calls-to-action for vendors and landlords, not buyers and renters
- Publish high quality content on a regular basis that vendors and landlords are looking for
On the last episode of the show, we talked about a strategy that works extremely well for both individual agents and agencies. Check that out here.
Over to you…
Want to defend any of the ideas we added here? Was I totally wrong about anything? Ok, I’m ready. Leave your own thoughts and input in the comments below.
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