This is a common problem I see on a lot of small business websites, not just real estate websites. I have written about this before and the most important part of your website is;
The written word.
The message you are trying to get across to your website visitors. It must answer the question — What’s in it for me (your visitor)? This can add zeros to your bottom line and is very often overlooked.
Here are some posts that will help with this;
Make It About Them
Limit the words “I”, “we”, “us”, “our” and your agency name. Use words like “you” and “your”. This is very important on the home page. People want to know — how can you help me now?
On your home page you want to highlight the benefits you offer. You want to state how you’re different and better than your competition. Why should I use you for my real estate agent?
Do you offer a “no-brainer” guarantee?
Something like: “Your home sold in 30 days of I work for FREE!”
I am considering selling my home right now for various reasons. If I saw a guarantee like the one above, absolutely no doubt, that would be the person I list my home with. That guarantee speaks confidence. It also tells me this person means business. They are going to work hard for me because they want to earn their commission.
The real estate industry is very competitive and filled with “me too” agents. You want to differentiate yourself. A strong, client benefit guarantee (like the one above) will set you apart from the others.
If you can deliver on your guarantee, be prepared more more leads, listings and referrals.
Does Your Real Estate Website Pass the We We Test?
Here is a great tool to see how your website copy is performing: Customer Focus Calculator, or I like to refer to it as the “We-We Calculator”.
You can copy and paste your content and add it into their tool. See how your website copy is doing and make adjustments. I would start with the home page and then do the inner pages.
I grabbed some text from a local real estate agent’s homepage and here are the Customer Focus Calculator results;
Your Customer Focus Rate: 66.67% (44 customer focused words)
Your Self Focus Rate: 33.33% (19 self-focused words, and 3 mentions on the company name)
You speak about your customers about 2 times as often as you speak about yourself. Excellent!
The creators of the tool recommend aiming for 60% or higher.
This is extremely important and cannot be overlooked. Most realtors are failing the we-we test, leaving you a great chance to catapult your business ahead of the competition.
It wouldn’t surprise me to see a lift of 30% in your incoming calls from your website, if you make these changes.Photo credit: Image Chef