Estate agency websites are often neglected by their business owners, with many labouring under the misapprehension that as long as a property is on Rightmove or Zoopla, it will sell.
As Bob Dylan croaked though, “The times, they are a changing.”
Here’s 10 easy fixes for you if you’re in the selling or letting business in estate agency.
- Get a website built – we all know Rightmove will allow you a microsite on its search engine but that won’t feed SEO. If you’re an estate agency without its own website, just piggybacking off portals and social media, you’re missing out on leads. Like Apple, Rightmove likes to keep you locked in its walled garden but this doesn’t stop online giants like emoov from having high quality company websites. There’s simply no excuse not to have given the cost of hosting and building estate agency websites in this day and age.
- Check your website’s loading speed. Pingdom is one of many sites where you can check loading speed. If it’s too slow, visitors will leave quickly accelerating your bounce rate and wrecking conversions. Images need trimming in Photoshop or Affinity, rendering for web use, as these are often the biggest culprits of site slowness, including many estate agency websites, which are often image rich.
- Check social media traffic. There’s a plethora of tools online for checking social media engagement, though many charge after a free trial. Buffer is one of the best – sign up and check and focus your sharing activities on those platforms where your estate agency websites are garnering the biggest impact.
- Keep your social media channels up to date. Share interesting content frequently without a constant emphasis on sales, so you become perceived as a likeable and trustworthy source of information. Don’t neglect any of your channels – if they’re tabbed on your website, feed them 4 or 5 times per day. Scheduling tools can do this for you too.
- Write evergreen tweets. By this, I mean tweets that won’t date or expire quickly – by all means pick up own trends or seasonal themes – but keep them evergreen. Use hashtags for your estate agency too – #estateagentBolton etc to add some elbow grease to Google algorithms.
- Expand and improve your About section. This is the section most web visitors look at first and read closely as it tells the story of the people in the company. It has to engage, connect with customers and visitors to estate agency websites. Make it real. Share stories and indulge in self-disclosure.
- Add a news or blogging tab. You have the Home, About, Contact, Properties for Sale, Properties to Let subsections with nicely symmetrical social media buttons linked up, you now need a blogging strategy: 300 to 400 word uniquely crafted posts to engage visitors, impress Google and mark you out as a real local property expert.
- Use YouTube. Too often, estate agency websites shy away from YouTube channels. You shouldn’t though at all, it’s an incredibly powerful and easy way to improve SEO. You can even pay writers to script these uploads.
- Use email capture pop-ups. Gather email addresses by offering a free e-book, a guide to buying or a financial offer like “Sign up and we’ll pay for your EPC.” There’s all sorts of tools to do this for you – the ideal is to keep this fresh with new offers and downloads so visitors to your estate agency websites pay attention to the capture and not just click close.
- Consider a subscription service. You can also get visitors to your estate agency websites to subscribe by including a tab for this. This can then be automated so that when you publish a new blog post or newsletter, they receive a copy of this via email. The beauty of this marketing strategy is that they’ve already consciously invested in your website by signing up to receive more information.