72% of real estate agents are dissatisfied with the number of leads their website generates. And for investors, the story is much the same.

Across digital space, real estate professionals settle for low conversion rates. Not because they have to, but because they — and maybe even you — don’t know how to increase the number of leads that their website generates.

Which is why I’m going to walk you through five need-to-know tips that will improve your website’s conversion rate.

1. Use location-specific landing pages

If you’re a real estate investor in multiple locations, then you need to have a dedicated landing page for each of those locations. Avoid creating a single landing page that markets several different cities.

Why?

For a few reasons. First off, a page that advertises multiple locations won’t rank as well in search engines for any one of those locations. It’s kind of like trying to make your bedroom serve as the living room. It might seem like it would declutter your house, but actually, it just makes things more confusing.

And second, you want people to feel as though they are in the exact right spot when they land on your website. You don’t want them to see an irrelevant location on your sales page and leave because they think you can’t serve them. Trust me… it happens.

Location-specific landing pages won’t solve all your conversion rate woes, but they’re a necessity for serious investors.  

Carrot — the real estate website builder that I use — makes adding these location-specific landing pages remarkably easy.

2. Design visually obvious CTAs

When you drive traffic to your website, you want that traffic to convert into sales. You don’t want them to leave because they’re confused about where to go, what to click, or how to navigate your website.

Which is why I recommend creating visually obvious CTAs. Choose a color that isn’t present on your landing page and then use that shade for your CTA. You can also place your CTA somewhere on the page where there’s not much else going on. Then, make it a little bit bigger than everything else.

This is where you want people to click. So make it obvious.

3. Post SEO-based content consistently

SEO-based content creation benefits your conversion rate for two reasons. The first reason is that people can find your website easier. With more content (blog posts or videos, for instance) come better search engine rankings. Often, people will even find you before they’re ready to convert because of the content you’ve produced.

With consistent content creation, a prospect might read your post about how to move with kids, sell their house as is, or join in on community efforts, which is great for brand awareness. Whatever the content is, the more you have of it, the better chance that people will find you during their selling or buying journey.

Second, content creation makes these prospects perceive you as helpful, trustworthy, and knowledgeable. Naturally, that’s exactly the expectation any real estate professional wants people to have of them.

When people can find your website online and trust you to help them, your conversion rate increases. End of story.  

4. Retarget leads on Facebook

For some of you, Facebook probably seems like an unpredictable suck on your finances rather than a benefit to your business. The best way to avoid that demise, though, is by retargeting people who visit your website.

By installing the Facebook pixel and using the custom audiences feature, you can target people who take certain actions on your website (like entering their email and then bouncing, for instance). The typical sale, regardless of industry, takes some serious follow up attention (around five follow-ups). And real estate marketing is no different.

By retargeting people on Facebook who opted-in on your website, you’ll save money, focus on the people who matter most, and increase your conversion rate.

5. Feature remarkable testimonials

Few things on your sales page are as powerful as real testimonials from real people. Believe it or not, the average person trusts online reviews and testimonials just as much as they trust a personal recommendation from a friend.

Think about it. How do you feel when you see a glowing testimonial on someone’s website? Are you more likely to buy after reading it? Probably, you are.

Your website visitors think the same way. They want to know that they aren’t pioneers — that someone else has taken the leap before them and been remarkably satisfied with the results. Show them that and few other things will be able to keep them from converting.

And make sure to include the testimonial giver’s full name, profession, and picture so that people know it’s real.