One of the most frustrating parts of business is when the leads are coming in, but none seem to be qualified. Either they are not the type of buyer or seller you usually work with or perhaps they don’t have the right budget to work with you, regardless of the reason, as a business owner, you want to attract qualified leads that fit your target demographic.
As part of your marketing strategy, your website can work for you to attract the right type of leads. Here’s how:
Make Sure You are Writing Appropriate Content
Language is a powerful tool and the content you have on your website will be one of the first indicators as to what kind of audience the site is made for. For example, if you tend to use cool slang, and a more casual tone in your content, one could assume that the content was made for a younger audience; perhaps a youthful, trendy, condo-buyer. On the other hand, if your tone is affluent, with descriptive words that evoke a sense of luxury and exclusivity, your target audience changes into someone a little more high-end; perhaps someone who is planning on buying a luxury home.
When you are preparing content for your marketing materials, it’s important to think about who is going to be reading it. Every page should have a unified tone. From the home page and seller and buyer’s guide to your neighborhood guides and blog, make sure every page is written with the same audience in mind.
Use a Creative Call to Action
Similarly to your website content, your CTA or call-to-action is a great place to add a unique touch to your website. Instead of the usual “Contact Me” CTA, you can incorporate something more in-touch with your brand and more appealing to your target demographic. For example, if you’re the agent who sells condos to hip, young, urbanites, maybe use a CTA like, “Let’s grab a coffee” or “Let’s meet up.” It’s more engaging and will entice your target audience to fill out a form and reach out.
Your Branding Should Tell a Story
All the iconic brands are designed to tell a story. They are immediately recognizable and it’s apparent right away who the target audience is. It should be the same with your brand. The colors and imagery should match what you are trying to sell. For example, a sleek, monochromatic, minimalist brand might evoke a sense of luxury, while a bright, colorful brand will come across more warm, welcoming, and inclusive. Depending on your unique business goals and specific target persona, your brand will be vastly different from other agents.
This is why working with a professional on your branding is a good idea. An experienced designer will learn about your company and vision, research concepts that jive, and present a finished product that feels and looks perfect.
Make Sure Your Style is Consistent
Nothing is more disappointing than a real estate agent with a beautiful, sleek website paired with a clunky and tacky social media presence. Most potential clients will either find you through your website or your social media, so it’s important that these two platforms are able to showcase consistent branding. If your overall style, brand, and content on your website is high-end luxury, but your social media page is blurry photos or inappropriate memes, your potential lead will feel a disconnect and might think twice about reaching out.
Customize Your Listing Feed
If you have buyers who are less dependent on you and want to search for things themselves. Then yes, use an automatic listing feed like IDX, but if you’d like to have more control over what visitors to your site see, it might be better to filter the feed or to use a custom solution for your listings so you can better cater to your niche market.
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