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13
It's the Details That Get You More Leads in Real Estate
I have had a passion for helping businesses be successful online for twenty years. Over this time I have learned one simple motto that gets more results than anything else: Pay attention to the details.
I guarantee you heard this motto before from books, speakers, business coaches or other success people you look up to. It's nothing new but something that takes continual commitment.
Today I had another reminder of how important details are and how it's the details that unlock the potential of getting more leads from real estate web sites.
Before I get into today I need to go back to last week. Last week I had the team make various changes to our new real estate platform in an effort to increase conversions for showing requests and email requests from property detail pages. There really wasn't any new functionality added. Calls-to-action and forms were already in place for asking questions on a property and for performing a showing request on the property. The forms were already being used and conversions were taking place. By all accounts anyone would probably be happy with the conversion.
But…was it possible to get more conversions?
That was on my research list this morning. I had to find out if the changes that were made last week had any affect, good or bad, on the conversions being generated from the sites those changes were launched on.
What I found was another reminder to me on how important details are. By all accounts these forms were working and leads were being generated, so it was successful. But, if you really want to be successful you need to maximize your efforts.
Be grateful for what you have but desire more!
When it comes to web site leads many times people go the "easy" route. They force web site visitors to register. I know this works for some people, and over ten years ago forced registration options were built into Delta's platform. Using the forced registration logic you just have to work through all the "leads" you get by forcing registration.
However, I always preferred paying attention to the details, providing the best user experience possible, and maximizing the conversions, and not force people to register. Over the years I have tested and measured both models. I always felt that by not forcing people to register I would end up with higher quality leads and my testing over the years has always proven my theory.
So, as I did my research this morning to see if it was possible to get more conversions I got another reminder of how the details really do matter. By making a few simple changes, adding a couple buttons, creating some javascript, and tweaking the user interface a little bit the conversions are up. We were generating more conversions with the same amount of traffic.
I'll keep an eye on the changes and I'm sure in the coming weeks I'll have made more changes but my one takeaway that I want to share with everyone is that in business you need to pay attention to the details to really enjoy success, especially online.
